marlboro classics

Marlboro Classics

Malboro Classics is a brand of casual clothes for the young, created and distributed globally by the Marzotto Group. Founded in 1984, with headquarters at Valdagno in the Veneto region, its production has developed progressively: from the first collections of sportswear. The focus has changed to casual garments, more recently in a western style. Double-breasted, faded trench coats, “Made in Mexico” boots, python skin belts, Texan hats, and Madras cotton checked shirts epitomize the Marlboro style.

marlboro classics
An outfit from the brand

There are three different lines: Western Classics, the core of the collection, American Classics, specializing in urban sportswear in natural colors; and Utility, a line of jackets and sweaters, with a look distilled from the wardrobes of members of the military, carpenters and firemen. The most recent addition is Leather, a line of large jackets in waxed calfskin, oiled suede and treated nap leather.

Malboro Classics (MCS) today

Today Marlboro Classics is more similar to a brand owned by the Marzotto Group than merely a license, given the opening of a Marlboro Classics Division at the Valdagno plant and the length of time of the agreement, which expires in 2019 but the possibility of renewal is strong. The collection is distributed in 41 countries, across a network of 180 own-brand shops, almost 350 shops-in-shops and 1,800 retail points across the world, from the Arab Emirates to the People’s Republic of China.
At the Marzotto showroom in Milan, an exhibition of the most important images from Marlboro Classics advertising campaigns over the previous ten years. It was curated by the photographer René Salle, the creator of 30 of the images on display, and reflected the space and freedom of the Far West, the leitmotif of the Marlboro campaigns. The event was dedicated to 50 Years of Italian Fashion and sixty years of Pitti Immagine Uomo. As a result, the exhibition afterwards moved to Florence to the Teatrino Lorenese in the Fortezza del Basso, during the period of the Pitti event. In 2000 Marlboro had a turnover of 240 billion lire.

marlboro classics
The advertising campaign photographed by René Salle

New stores

A new store opened in Paris in Saint-Germain-des-Près. The distributing network comprised 145 own-brand stores, 290 shops-in-shops and 1,800 retail points in 36 countries. 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). The growth is due to the strong development of women’s clothing lines (up 20%), to success in the Spanish market, the opening of 42 new own-brand franchise stores and the two individually run stores in Paris. 84% of turnover is gained from menswear sales. In total, the brand had 517 stores.

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