03
Ferrari: Bond Street flagship strategy
(ESCP coursework — Consumers & Consumer Value module, academic project, not a live Ferrari engagement)
- Luxury Strategy
- Consumer Research
- Financial Modelling
Presented to a judging panel that included Ferrari employees, where my team placed in the top 3 of 12 teams.
My team and I acted as external consultants to Ferrari, developing a go-to-market strategy for a new Ferrari lifestyle flagship store on Bond Street. The risk we set out to avoid: a generic store would make Ferrari feel like just another Bond Street retailer. So we positioned it as a cultural institution rather than a point of sale.
We grounded the strategy in ethnographic fieldwork across Bond Street’s luxury stores, and designed for three distinct consumer personas. That gave us a three-part customer experience — the Heritage Archive, the Ferrari Lab and the Ferrari App — benchmarked against Ferrari’s real Milan flagship.
To show the concept held up commercially, I modelled projected Year 1 revenue of £64.7M at a 32.8% EBIT margin, built from stated assumptions and external benchmarks rather than round numbers.
