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TOTAL LICENSING
The Ferrari Store the Middle East, Far East, Europe and
in Maranello, North America. Most will be in the old
which opened in town centres of capital cities and in
April 2002, was airports.
the very first of- Around 1,800 items are now on sale in
ficial Ferrari re- the Ferrari retail outlets (as compared
tail outlet and is with less than 300 in 2000 before
situated directly the opening of the first Ferrari Store
across from the and 1,400 in 2002 when the Prancing
historic entrance Horse launched its retail development
to the Factory. It programme).
has since become As one would expect perhaps, T-shirts
an authentic and the Formula 1 model cars are the
meeting place for top sellers, together with other rang-
Prancing Horse es of clothing and accessories, model
Ferrari have a new Brand Develop- fans and enthusi- cars and children’s clothing. Pricing has
ment and Partners division which asts. Whilst the Maranello Store and been established to cover all tastes
replaced the former Licensing and the two Milan Malpensa Shops are – some items have price tags of un-
Merchandising division in May 2004. owned by Ferrari, the remaining retail der €5 whist the most expensive item
In addition to being responsible for outlets are franchises. on sale is the Formula 1 2000 engine
developing Ferrari licensing and di- The Ferrari Stores are larger than which costs €48,000.
rect product manufacture and using the Shops and are divided into three Bringing the Ferrari licensing story
the Prancing Horse brand’s intrinsic areas: luxury, fans and children. The right up to date, the company de-
value to broaden the company’s com- Stores are also designed to immerse scended on London recently to cel-
mercial activities, the new division also shoppers in the Ferrari experience as ebrate the 60th anniversary of the
manages sponsor relations including soon as they step across the threshold famous Marque. Vehicles spanning
Formula 1. The division is headed by with a firsthand view of the Formula 1, the entire history of Ferrari were
Giulio Zambeletti. the roar of its engine in competition paraded around the capital as part
Ferrari has around 90 licensees, half of and the opportunity to purchase gen- of the worldwide “Ferrari 60 Relay”.
which are involved in model car man- uine memorabilia (original Formula 1 The world tour is sponsored by video
ufacture. Key licenses include Mattel and GT car parts). On the other hand, game publisher System 3, who used
for cars and toys, Microsoft and Sega the Ferrari Shops are designed to fit the visit to release further details
for videogames, Lego, Puma for cloth- in to more compact settings such as about the upcoming video game.
ing, Colnago for bicycles, Tod’s for airports. System 3’s Christmas launch will take
footwear and clothing, Montegrappa Ferrari’s retail plans for Italy were the form of a cutting-edge racing game
for fountain pens, Paneri for watches, completed with the opening of the based on the Ferrari Challenge series -
Marcolin for eyewear and Morris for Venice Store. However, they expect to featuring real cars, real tracks and true
perfumes. Additional lead licensees have 40-50 retail outlets worldwide Ferrari racing dynamics. The launch
including Acer for laptop computers, within five years, all of which will be platform for
Smoby for educational games, Kyosho franchises. In 2007 a series of major Ferrari Chal-
for remote control items, De Agostini openings will take place. Following the lenge is the
and RCS for publishing, NewMax for launch of Beijing and Los Angeles, this PlayStation
helmets, Motorola and Vertu for mo- summer will see the opening of Abu 3 and the
bile phones, Becker for mobile navi- Dhabi and Macao. game has
gation, Jam Session for junior apparel North America is, of course, a key
and Meridian for sound systems. market for Ferrari. In 2006, Ferrari
Ferrari also operate a number of retail North America’s total sales grew for
outlets. They have stores in Maranello, the fourteenth consecutive year with
Milan, Venice and Rome in Italy togeth- 1635 cars delivered and the territory
er with others in Shanghai, Las Vegas, accounts for around 30% of Ferrari’s
Hangzhou, Beijing and Los Angeles. In global sales, representing its top
addition there are now five Ferrari market.
shops in Italy and a retail corner at the Looking ahead,
Galleria Ferrari in Maranello. o p e n i n g s
Over and above these Ferrari also scheduled
boasts a virtual shop at www.ferraris- for the next
tore.com, due to be relaunched soon couple of
after a major facelift. years will be mainly in
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