Costa-sans-Parma, Italy-based fashion house Fendi has come under fire from critics who claim the high-end brands have become too expensive for the masses.
Fendi has become a staple of luxury fashion and is known for their high-quality and affordable watches, sunglasses, handbags and accessories.
However, its designer sunglasses are starting to outsell its cheaper, cheaper-loser range of high-priced luxury watches.
According to research firm Kantar Worldpanel, fendi’s latest low-end range is worth $1.5 billion ($1.35 billion) and its high-price range is $2.8 billion ($2.36 billion).
The average fendi purchase price was $2,547.75 in the first quarter of the year, up from $2 (1,532) in the same period last year.
The analysts say the fendi-inspired watches are now outselling the fattier-looking designer watches.
“Fendi is known as the maker of the finest and most premium luxury watches and has the highest sales of designer watches,” Kantar said in a statement.
“However, despite these trends, the price of high end fendi branded watches have remained high.
The low-cost watches are also outselling fendi designer watches, despite the premium brands’ higher prices.”
Fendi did not respond to a request for comment.
A spokeswoman for the German company declined to comment on the report.
Kantar, which does not publish price data, said that it would release its data next week.
But in an interview with The Associated Press in February, Fendi said it had seen a decrease in the cost of its expensive brand watches compared with last year, which prompted some critics to question the firm’s pricing strategy.
Fendi was fined by regulators in 2013 after it failed to notify regulators about the introduction of a new safety feature, which is supposed to stop overheating during the wear-testing process.
The watchmaker had to refund the buyers $100 ($110 in 2013), a fine that the German government has since lifted.
In a statement, Fendis said that the company’s high-profile marketing campaigns had “created an illusion of affordability, as we try to offer the lowest price possible for our customers.”