According to the itinerary plan, the cruiser will leave New York on July 4 and pass through Toronto, Los Angeles, Miami and other cities. The stopping time of the whole route is also quite ingenious. For example, Toronto station is set during the International Film Festival in September; The Los Angeles station happens to be on the same day as the Los Angeles polo match on October 15; The Miami station is no surprise at the Basel art exhibition in December.

  In the past period of time, Fendi has appeared all over the world as a guerrilla shop. You can understand it as "one shot for another place", but for brands, it is a new commercial retail weapon to test new markets, stimulate consumption and fight the economic crisis. In recent years, there is no lack of super first-line players, such as Hermes and Chanel. Among them, I have to mention that kawaku Baoling. As early as 2004, the guerrilla master began to decorate a bookstore in Germany and turn it into a time limited store of commedes Garcons. There, the mixed sale of current and off-season products mainly depends on word of mouth among customers. As a result, the sales effect is admired by peers - 30% ~ 40% performance growth.

  Perhaps guerrilla warfare can better illustrate the essence of fashion - rapid change. The brand strives to travel all over the country before being "outdated" in order to obtain the maximum communication and sell more products.

  Last year, in order to celebrate the 50th anniversary of entering the Japanese market, Fendi opened a three-story giant guerrilla shop in Ginza, with products covering men's and women's clothing and accessories. At the door of the shop are giant kalito statues and Italian classic ape tricycles. Not long ago, guerrilla shops successively appeared in Hong Kong Yuanfang shopping mall and Wuhan International Plaza. Kalito and tricycle are still in charge of "welcoming guests".

  This is reminiscent of ape malandra, a mobile guerrilla shop run by Italian designer Valeria ferlini. In 2003, she put a three. The wheelbarrow is converted into a red mobile shop, and the fitting room is built by curtains and hula hoops. Guerrilla shops target women and children, mainly on the streets of Milan and Florence, and occasionally in the Italian resort of Fort Marmi. As a result, her red tricycle brings back $893000 a year.

  In contrast, Fendi's cruiser is not necessarily sales oriented - after all, the Valeria ferlini tricycle can fill 400 clothes, but it can at least surprise us with a more approachable attitude.