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Endpoint: Marlboro Classics



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created on: 14/12/2022
by: bob (9175)
 
 

Brand properties

General info :
Marlboro Classics was an international fashion lifestyle brand manufactured by a company based in Italy, distributed by a French company and licensed to the above by Phillip Morris Products, Inc. through a subsidiary named ITI from 1984 to 2013.

Born in the 1970s as Marlboro Country Store, the brand changed name to Marlboro Sportswear in 1984, then became Marlboro Classics in 1987.


The Marzotto group signed a license agreement on May 17, 1984 with the company ITI, a 100% subsidiary of the Philip Morris group allowing it to use the "Marlboro Classics" brand on its signs and clothing.

Malboro Classics was a brand of casual clothes for the young, created and distributed globally by the Marzotto Group through a subsidiary named Valentino Fashion Group SpA.
Valentino Fashion Group SpA was taken over later on by VFG Italia SpA, that was renamed to MCS Italia SpA in 2012, than again to Cavaliere Italia SpA in 2013, and finally renamed to Emerisque Italia Group SpA.

A termination agreement of the license was signed between ITI and VFG SpA in 2009, later extending the termination date to January 31, 2013 by an additional agreement.

In 2013 the brand was renamed to MCS.



Founded in 1984, with headquarters at Valdagno in the Veneto region, its production has developed progressively: from the first collections of sportswear.

The turnover in 2000 was 124 million euros on the sale of about 4 million items.
An agreement was signed with Philip Morris to extend the global license of Marlboro Classics to Spain and open stores in the country’s three main cities before the end of the year. It is not possible to expand into the United States, as the country’s laws forbid the sale of goods linked with tobacco. Expansion into Spain opens up the South American markets. In 2001, Marlboro Classics had a turnover of 131 million euros with an operating revenue of 12%. During the last decade, the brand enjoyed an average annual growth of over 20% and boasted 473 retail points across the world.
A new Marlboro Classics shop was opened in Milan on Corso Venezia. In 2002, the Marzotto brand announced profits of 146.9 million euros (compared with 132.5 in 2001) with an increase of 10.9% and an operating result of 17.2 million euros (13 in 2001).


In 2007 the brand name was licensed by Valentino Fashion Group (VFG SpA), that is also home to brands like Hugo Boss and Missoni. In 2007 the company was condemned for indirectly advertising cigarettes by the court of Nanterre, France. A bit later it has been condemned by a Paris court for the second time in the space of several months for “indirect” tobacco advertising.

The brand name was also used by the French distributor VFG France, renamed to MCS France SAS in 2012, later once more renamed to EIG France SAS.

In 2018 the French court of cassation ruled that the new MCS name and logo does not provide any material relating in any way to tobacco that may constitute indirect tobacco advertising.


MCS is distributed in over 50 countries, has 180 stores, and over 1,000 shop in shops. Key retail partners include Galeries Lafayette, Coin, Printemps and Galeria Inno (fr).
It is also the official license partner for MotoGP and Ford Mustang fashion products.
Relations :
Owns the label [1984 - 2013] : Philip Morris Products, Inc.
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Renamed to [2013] : MCS
This endpoint is new to the database, please check he (it) is not in with a similar endpoint name association (and use the ENA function if necessary).
Websites
Source :
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Item number : 53763

Submitted by : bob (9175)
on : 14/12/2022
Refined by : bob (9175)
Last updated on: 14/12/2022