What happens when a name like Ferrari apparently loses all its dignity and goes on a huge brand offensive?
I know the Prancing Horse is struggling to sustain a gallop at the moment what with the weight of the recession making it a little lame which has resulted in the company having to lay off workers and cut back on shifts, but surely there has to be a certain limit below which you won’t go to generate cash.
I popped into the Ferrari Shop last night to check out the high quality merchandise and, yes, you expect to see t-shirts, caps, the occasional umbrella, possibly a few scale models of great Ferraris, but just a few metres beyond the clothing rails of bright red and yellow the tat starts to appear on the shelves.
Who needs to dress their toddler in a full Ferrari race suit and booties – which will last a couple of months at the most? Is there anyone who actually wears scarlet loafers and doesn’t feel embarrassed that the whole world is staring at his feet – and not because he appears to be walking on water? And surely stubbing your Cuban cigar or mint-flavoured cigarillo out on the Ferrari logo is tantamount to sacrilege.
But it’s all there in the Ferrari store: picture frames, pencil cases, mugs, bikes, mousemats, erasers, belts, ties, socks, sledges, teddy bears (galore), plates, trays, chess sets, flip flops, hats, wooden toys… the list feels endless.
Of course you expect to see pedal cars, keyrings, books and branded clothing, but as you wander through the sea of Scuderia red, you can’t help feeling that what was once an exclusive and revered brand has completely sold out to consumerism. OK, Maranello has to pay for Ferrari World some how, but flogging tat – albeit good quality tat – to tasteless fans with more money than fashion sense seems to being heading down the same sad road as Burberry and the chav army.
But if you’re going to go down that route, then Ferrari have missed a few opportunities: Fernando Alonso Nappies – disposable baby bags specially for those who aren’t keen on the Spaniard; Prancing Horse coffins – couldn’t afford one when you were alive? Enjoy one for eternity; or Maranello big bags for the man you has everything and wants to throw it away.
Just a thought…