I suspect this is more of a giant ad, part of their marketing. They may sell some of the clothes but the biggest payout is merch which is not so far from the actual cars. That also includes accessories which would get more legitimacy from being shown at fashion week. I highly doubt that they dream of being the next big couturier. Someone will be proud to say that they are wearing Ferrari sunglasses than a Ferrari dress. Their marketing is massive because they have the budget for it and can afford the most luxurious fabrics and a good team to stay on par with their unreachable image.Does anyone actually wear that sh*t?
The brand idea is “Italian Excellence that makes the world dream.” They clearly understand the brand’s role in tapping into the pride of Italians around the world. Most fans of Ferrari will never own a car. It will be a lifelong dream. Instead, these brand fans will buy tee shirts, hats, sunglasses, key chains and anything that projects their association with the brand. The branded merchandise accounts for $1.5 – $2 billion in sales each year. That’s a significant contribution to Ferrari’s $4 – $5 billion in revenue each year.