Ferrari launches clothing line to expand its fan base

Italian racing car maker Ferrari stopped the production line at its domestic manufacturing facility in Maranello, Italy, on Sunday evening to launch models of its latest vehicle: ready-to-wear.

For 74 years Ferrari has been a brand that has been integrated into the history of motorsport, especially Formula 1. His trademark Rosso Corsa (“racing red”) and the black and yellow prancing horse are recognized worldwide symbols of luxury. The company is diversifying its product range in order to open up new markets and appeal to a broader group of buyers.

Rocco Iannone, the collection’s designer, spoke ahead of the show and said that Ferrari’s luxury clothing line was designed “to grow our fan base, including younger generations and women in particular”. In 52 looks, Ferrari focused on mostly unisex items, inspired by the lines of the cars they made. Working with the racing team’s existing partners such as Puma and Ray Ban, Iannone has developed limited edition shoes and glasses to complete the complete look from head to toe.

Ferrari’s Chief Brand Diversification Officer Nicola Boari told the Associated Press that this was just part of a larger diversification project that Ferrari is launching “that could add up to 10% to Ferrari’s bottom line within a decade”. From amusement parks to Michelin-starred restaurants to esports and now fashion, Ferrari is taking on projects aimed at younger generations who may not be that familiar with the brand’s street heritage. “I think the risk instead is that if we don’t do that, we will become irrelevant and not known,” she said.

In March 2021, the Ferrari F1 team signed a multi-year partnership with Giorgio Armani to supply the drivers with all off-track events and travel clothing. LeClerc was also the face of Armani’s Made-to-Measure campaign under a personal marketing deal with the Italian suit maker.

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