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ROME-ING CHARGES: Modern, dynamic and upscale are some of the descriptors Fendi chief executive officer Pietro Beccari uses to describe the Roman fashion house’s revamped Web site, which is slated to go live Tuesday.
New features include a homepage that brims with moving images and fading effects and a “Magic of Fendi” section exalting its fur and leather goods craftsmanship, history and cultural ties via videos, images and text.
This story first appeared in the June 17, 2013 issue of WWD. Subscribe Today.
Beccari characterizes the site as a service and brand-building tool. And while there are no plans to add e-commerce soon, Internet users can zoom in on every detail of the latest collections on home computers, tablets and smartphones.
The executive expects a 50 percent increase in traffic to the site. It also unveils a new logo: Fendi Roma.