Marlboro Classics speeds up its brand evolution

25 Jun '09

3 min read

During its long and successful history Marlboro Classics - the casual wear brand which has been inspired by the American way of living since its inception - has grown to a turnover of around 170 million Euros in 2008, and a network of more than 2,400 point of sales, ensuring a strong presence in over 40 markets worldwide.

Marlboro Classics has constantly evolved while retaining its unique product, communication and store image identity, offering an inspiring outdoor collection renowned for the high quality and authenticity of its style and strengthening an outstanding relationship with its consumers. An “extension” process was strategically developed by Valentino Fashion Group S.p.A. in the last few seasons. Marlboro Classics has been offering its consumers a range of products that have been based on the historical values of quality and comfort but with a more urban style to be at home in the great open spaces but also in an urban everyday life.

As consumers have greatly appreciated Marlboro Classics more urban soul and there is still a lot of unexpressed potential in its women's and accessories collections, Marlboro Classics decided to speed up the process of becoming a global player which mixes more urban collections with its historic outdoor look, reinforcing the men's wear line and giving the women's collections equal prominence within the overall strategy.

To reinforce and visualize the new concept, a new brand logo - MCS - has been created, built around tradition and evolution, it will encompass the Marlboro Classics brand to represent VFG's further evolution also in other product categories.

“MCS is a brand new spirit and perfectly represents the route we have been pursuing in the most recent seasons; more urban collections accompany our historic outdoor line, a collection which follows but also sets a trend of its own, and with the women's wear becoming increasingly extensive and original compared to our competitors. This evolution will offer us new levels of growth, both in new markets and in the eyes of potential consumers who still identify us as an “outdoor-country brand”, stated Paolo Vazzoler - Director of the MCS Marlboro Classics Division.

Luca Vianello, Managing Director of Valentino Fashion Group: “For Valentino Fashion Group, MCS represents an important opportunity and will enable the Group to pursue new and ambitious business objectives, building on the success already achieved. We have been managing Marlboro Classics since 1987 establishing a very close relationship with our consumers, this important know-how brings us to go further today with the current developments.”

Marlboro Classics

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