Filed under: A Bit Of Inspiration, Brand, Brand Suicide, Cars, Context, Creativity, Culture, Design, Experience, Fashion, Ferrari, Italy, Luxury
I saw this billboard for Ferrari’s clothing and apparel lines … known as Ferrari Style.
And while the design of the billboard isn’t great …
[which is a bit weird for a company that has built part of its distinctiveness through design]
And while it’s a bit strange they are only showing their F1 cars …
[when their luxury status has been informed more by their day-to-day supercars]
At least it’s better than the Micro SD cards they produced years ago, which they sold under the guise of ‘really fast data transfer’.
Or the electric Luce they launched months ago.
And – to be fair – with their heritage, lifestyle and status, they do have a legitimate right to play in this area, but my question is who is going to buy it?
Will it be people who want EVERYONE to know they own a Ferrari?
Will it be people who want everyone to THINK they own a Ferrari?
Will it be people who simply want to LOOK part of the Ferrari lifestyle?
Full disclosure, I own one of their items … but while I really do like the design and the quality is superb, I was given it as a gift because there wouldn’t be a cat-in-hells-chance I’d own it if I had had to pay my own money for it.
I digress …
The point is, given Italy isn’t exactly short of highly respected, highly regarded, highly aspirational luxury fashion brands … who do you think is actually going to buy their products and, even more interestingly, why are they???
Now if only I had a comment section people could write their answers on?!