License Global
November 15, 2019
Ferrari has entered into a new fashion collaboration with Giorgio Armani to drive more value from each brand’s heritage, the Associated Press
reports.
“Jettisoning licensing that [doesn’t] properly represent Ferrari,” the new fashion project is engineered to refocus the brand equity and bring new vitality to the company, according to Louis Camilleri, chief executive officer, Ferrari.
The
AP
reports that Ferrari’s brand value is only recently being transformed into profit, climbing the ranks of
Brand Finance’s most valuable luxury brands listfrom 350th (2014) to 7th (2019).
Ferrari will also be placing more emphasis on experiential, building on the two theme parks in Abu Dhabi and Barcelona, as well as the two museums in Italy.
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