Fendi’s new App allows you to customize your own Baguette
Ever wished you could build your own version of a favorite handbag? Fendi’s latest foray into the digital world allows you to do just that. Today, the house launches a new app, myBaguette, that allows customers full artistic license to decorate their very own Baguette bag. A myriad of colors, paintbrushes, and filters are available on the app, and all can be altered to different intensities (just like your Instagram filter). There is also the option to upload a photograph or image and manipulate it with the aforementioned tools. And if design isn’t your strong point, an Art Gallery section is available to peruse, featuring designs from renowned artists such as Alan Chan (shown bellow).
Once finished creating their masterpiece, users are able to upload their designs to Fendi’s gallery and social networks, where Silvia Venturini Fendi, the creative director of accessories for the house, will personally select the Baguette of the month. “I am delighted that the digital crowd will now have the opportunity to make their own Baguette bag, which I can’t wait to see!” she says.
It’s not said in the article, but I hope Fendi if goes one step further creating all the bags the customer request and not just the Baguette of the month. It’s probably a great honor to be selected by the own Silvia Venturini, but taking into account that it’s a luxury product with a high price, and that the objective is to rejuvenate the brand, they should really listen to their customer in this action.
I’m sure this new App will have a big success and will amplify the awareness of the brand between a public which is not characteristic from the brand. Nevertheless, if they don’t accomplish an effective digital campaign through digital and specially with the using of influencers (as the Gommino action of Fendi), it won’t have enough sound and downloads (which I imagine are the objectives of this action).
My suggestion is: Download the App and try it!