that's odd isn't it, i agree. i don't really feel that people are into this brand, no idea what their sales are like? is it just the fur that people are buying?
They are over 1 billion in terms of sales if i remember well. It's the third most important house at LVMH.
I'll speak for myself as i'm buying the Rtw (not the furs) but in France, it's still not so known. I mean, everybody knows the brand because of Karl and the logo he created and people knows the brand but their fashion is so "edgy" for such a "commercial" name that the mass is not so into it.
I know that the brand is very major in italy and internationally. An people are buying the fur, it's actually weird to believe. It's known that Deneuve is a Fendi lover!
They have quite a good position compare to Vuitton. They still maintain their prestige. I don't know who is buying their logo pieces apart mens as their leather bags are so successful.
I feel they don't put enough effort on the brand... Maybe that's the reason of its success? Although you can't even know if it's a success actually... I think no one craves for Fendi, it's there, but you can live without it. Very weird.
For years, the brand had a bigger image than what it was because of Karl. They actually started TO DO fashion after the Fendi bag. The world was interested in them and Karl was/is totally free in terms of creativity.
One of my favorite fashion show ever was their fall 2000. It represents what Fendi stands for IMO.
The weirdest collection i've ever seen was also Fendi with their spring 1999.
But what you're saying is true. It's a great name, with good success and their size allows them to be creative and fearless but no one is really craving for them. They elevate the fashion conversation because on the other side, Karl is doing the opposite in terms of fashion at Chanel.
Maybe they like that position. The family still own 10% of the brand and all the important people involved in the success of the brand are still there (Karl, Syliva and some Fendi sisters).