Bugatti has been synonyms with supercars because of its Veyron model. It costs over a million dollars and only the super-rich who can afford such a luxury will ever be the proud owner of a Veyron. The car company is looking to move into the luxury handbag and clothing business, much like Bentley, to build upon its brand.
The auto maker, owned by Volkswagen, plans to start an international chain of retail stores that will sell its limited-edition clothing and accessories. Their line of high-end merchandise was on display at Milan’s annual fashion show last week. To maintain a sense of exclusivity, each item made will be limited to 431 units.
Bugatti joins other premium auto makers who are trying to enhance their brand by appealing to a new audience, particularly women. By selling branded clothing, handbags, watches, and other accessories, the car companies are expanding out to reach new customers. This strategy has worked for other auto makers, such as Ferrari, Porsche, and Bentley.
The plan is to create a whole world around Bugatti. They want to attract customers who may not be able to afford the Veyron, but want to be a part of that niche. Bugatti will keep the products on the same level as their cars, high-quality with high price tags. Most high-end car companies have a low percentage of female customers. The auto-maker hopes that their new venture will help attract more females who will want the luxurious feel that comes with the name Bugatti.
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