Not just cars but clothing too: Ferrari makes its fashion runway debut
Ferrari has rolled out its first in-firm style drove, offering fans of the Ferrari brand and its supercars a touch on of "couture" within a contemporary article of clothing range.
The launch marks a major step in Ferrari'southward new brand strategy, one of its biggest investments exterior the car business, which the company wants to account for around 10 per cent of the profits in seven to 10 years.
READ> What it's like to bulldoze the Ferrari Roma aslope a Singaporean pro racer
Ferrari'southward plans to extend its brand likewise include a new eatery in hometown Maranello in northern Italy with Michelin-starred chef Massimo Bottura.
The fashions, by creative director and sometime Armani designer Rocco Iannone, were on show at the Ferrari plant in Maranello on Jun xiii, with a catwalk gear up up on the associates line for the "Prancing Horse" V12 sports cars, such as the new 812 Competizione.
"We desire to attract young people and women," Iannone said.
"Our targets are non just those who buy a Ferrari but also those who take awareness of the brand and of its values," he said.
Iannone, 37, a native of Calabria in the south of Italy, said he worked hard on fabrics, which include silk, with a printed pattern of Ferrari iconography, and nylon.
"Most of them are high-performance technical fabrics just with an haute-couture touch," he said.
Iannone described the drove as "fluid", with 80 per cent of the fashions designed to appeal to both women and men, with sizes spanning XXXS to XXXL.
"Ferrari is never a nostalgic company, it's always ready to seize the spirit of the present and to look at the future," he said.
With prices ranging from around €200 (Due south$322) for T-shirts to upwards to €3,000 for superlative-range coats, the drove has a luxury ethos.
Ferrari, however, will not forget its Formula One supporters even though information technology is cutting dorsum on licence-based merchandising past l per cent. The company volition even so sell hats, cups and T-shirts beloved by fans.
"Our offer will preserve its two souls, car buyers and supporters," Ferrari'due south primary brand diversification officer Nicola Boari said.
Ferrari's fashion collection volition exist on offer mainly online and through the visitor's official stores in Maranello, Milan and Rome, while farther store openings are scheduled in Los Angeles and Miami this year and in Red china in 2022.
Boari said Ferrari'south luxury collection would be after expanded to include accessories. "It volition be an important area of development."
The collection comes just days after Ferrari appointed its new CEO Benedetto Vigna, a physicist who has spent 26 years in the semiconductor manufacture and is expected to bulldoze Ferrari into the electric car era.
"Zippo changes in our brand strategy, the aim is to achieve a wider public, especially young people and women, which is instrumental to our core business," Boari said.
"We desire to attract young people and women. Our targets are not just those who buy a Ferrari only also those who accept awareness of the make and its values." – Rocco Iannone
(Editing by Jane Merriman)
READ> Ferrari'south latest express edition supercar costs S$2.3m...simply you tin't buy one
Source: https://cnalifestyle.channelnewsasia.com/obsessions/ferrari-unveils-first-fashion-collection-248056
0 Response to "Not just cars but clothing too: Ferrari makes its fashion runway debut"
Postar um comentário