Ferrari appoints Carla Liuni as new brand director

MILAN, June 13 (Reuters) – Ferrari (RACE.MI) appointed former jewelry executive Carla Liuni as brand director on Monday as the Italian luxury carmaker pursues an ambitious strategy launched a while ago. a year to diversify beyond cars.

Liuni’s appointment is the latest step in a management shake-up announced earlier this year by new chief executive Benedetto Vigna to streamline the company’s structure.

Vigna was in charge of brand diversification on an interim basis following the departure of Nicola Boari, the former head of brand expansion, who left as part of management changes.

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Liuni’s appointment underscores the importance the company places on leveraging its brand. Ferrari has previously said it hopes its so-called brand extension move will account for 10% of profits within a decade.

The Italian company renowned for its Formula 1 team and high-powered sports cars launched an extensive brand diversification strategy last year, which includes a regular fashion collection for men and women. Read more

Liuni, until now chief marketing officer of jewelry group Pandora and previously head of global marketing and communications for luxury group Bulgari, will start at Ferrari in September and report to Vigna.

Ferrari is due to present its new business plan on Thursday. Read more

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Reporting by Agnieszka Flak Editing by Keith Weir

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