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THE STORY

• The story of Marina Yachting has distant origins
  and a clear, historic and geographical
  conceptualisation.
• In fact, in 1887, Nicolò Gavino, after years of
  sailing, chose to open a haberdashery in Genova
  where he also sold nautical clothing. The
  business was passed down from generation to
  generation, just like his passion for boats.
• On the occasion of Genovas Salone Nautico
  Internazionale (International Nautical Show) in
  1965, the first collection was presented, but it
  was in 1972 that saw the true birth of the brand
  Marina Yachting, characterised by the
  unmistakable spinnaker, the symbol of its
  tradition.
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• The first collections, essentially comprising
  knitwear in water-repellent wool and classic
  double-breasted jackets in navy-blue fabric,
  remained strongly connected to the world of
  boats.
• With the passing of the seasons, the line was
  expanded until it became a complete collection
  for leisure-time, considered for wide-range use,
  maintaining however its original nautical
  inspirations.
• In 1990, the Smint Group bought the band from the
  Gavino family, resulting in a notable increase in
  turnover.
• From 1994 the helm was passed on to Fin.part
  Group, opening the way for an ambitious project
  aimed at creating a prestigious centre of
  sportswear clothing, which in the years to come
  was joined by brands such as Henry Cottons,
  Moncler and 18CRR81 Cerruti.

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The Semantic Field of Marina Yachting
Marina The term derives directly from the noun
"mare", "sea" in Italian, symbol of life in all
cultures, and corresponds to three main semantic
areas, having exclusively positive
connotations.  The first meaning "Marina" The
aspect, the surface of the sea near the coast
the strip or region of land situated near the
sea. The second meaning "Marina" A painting
depicting a seascape. Third meaning "Marina"
The organisation of persons and workers in the
field of marine navigation the system of
equipment and ships dedicated to navigation.
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Yachting   This is a gerund used as a noun,
deriving from the English noun "yacht". The term
was coined in the world of "yacht clubs" and
"regattas", where it makes up part of an elegant
and socially elite background. Both the world of
sports and the refined world of leisure time
evoke the meaning of the word. The first meaning
"Yachting" To navigate on a yacht. The second
meaning "Yachting" To take part in a race
among yachts the nautical sport, extendable to
the leisure-time play or tourist activity (i.e.
"yachting-cruise").
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The Localities
Capri. Taormina. Portofino and the Ligurian
Riviera. Panarea. Filicudi. The Costa Smeralda
and splendid Versiglia - localities that are all
engraved in 1960s and 70s high-society news, but
which are also celebrated in today's cinema (just
think of the international success of "The
Mailman" and the most popular fashion magazines
(i.e. Wall Paper, Vogue, etc.). It's not by
chance that rich Japanese make great efforts to
celebrate their weddings in our most beautiful
localities, or if stars like Robert De Niro,
Dustin Hoffmann, Sting, Magic Johnson, Julia
Roberts and many others spend more and more
time in "Mare nostrum".
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Made in Italy   The imagination of Marina
Yachting speaks Italian and it makes reference
to our recent past the period between the 1960s
and the 1970s in which the glamour of VIPs made
tourist locations more fashionable.   It wasnt
by chance that most of the Italian image that
spread around the world stemmed from the
importance of appearance, from the social events
of the period, from the art of handmade products,
and the creativity and innovative design that
characterises Italy.
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Positioning
The brand has an evocative significance that
reflects a scenography with the Mediterranean sea
as the unique protagonist of Italian culture,
which with its design made fashion history
marking periods like La Dolce Vita of the
1960s. Prestigious tourist places like Capri,
the Ligure Riviera, the Smeralda Coast etc, with
their aromas, colours and architecture represent
the ideal setting of Marina Yachting.
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The Brand

• The brand takes root in the area of being
  (consistence, solidity, authenticity, assurance)
• It distances itself from the logic of glamour and
  fashion.

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Marina Yachting the competition
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IDENTITY OF THE BRAND

• Notoriety of the brand
• History solid technical sports experience.
• Considerable evocative meaning.
• Strong re-call of Italian design.

Brand Concept expressed well by the phrase Mare
in Italy
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THE PRODUCT
Marina Yachting offers the market total look
collections, with a style that reminds us of the
years in which VIP glamour breathed life into the
most mundane tourist places of the
Mediterranean. The brand has a tendency towards
typically Italian Sport Pleasure Style always
capable of affirming its original nautical
origins. It is precisely this logic that is
behind the choice to name different styles after
famous boats or use names linked to the nautical
world.
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Historical Garments
Marina Yachting offers the market total look
collections, with a style, which goes back to the
years in which VIP glamour enlivened the most
fashionable tourist locations in the
Mediterranean. A typically Italian tendency
towards sport and pleasure style, it has always
been able to assert its distinctive nautical
origins. It is precisely this logic that was
behind the decision to name different garment
models after famous boats and names linked to the
nautical world. The originality and the
specificity of the collections laid the
foundation for the registration of the models,
which distinguish the history and character of
the brand.
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PICKOT - 250 years of sea story -   Pea-coat
(f. after pea-jacket) Pea-Jacket the original
form was P-jacket, so called from the
abbreviation of the naval pilots jacket and also
the less common Pickot (Marina Yachting). 1757
Mem. of the last war in Nth America 8 The
Consumption made of their coarse woollens by the
men employed in the fishery, reckoning for each a
blanket, watchcoat, rug, Pea-Jacket, etc. 1862
HARTE, Luck of Roaring Camp 222 I borrow a P.
from one of the crew, and Im doubtfully
permitted to pass into one of the boats.
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PICKOT - 250 years of sea story -   Pea-coat
(f. after pea-jacket) Pea-Jacket A nautical,
maritime garment known for its excellence of
military origins. Double-breasted with
personalised buttons. Originally made from very
rigid felt, it has also been produced in
different fabrics.
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FLINT   The principal characteristic of this
jacket is its removable inner, which 15 years
ago, made it an extremely innovative garment. It
is essentially three garments in one. It is
produced in a range of fabrics and with varying
types of inners. As a result of its success, a
variation of the jacket has been added with a
fixed inner.
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SAILOR   The Sailor was born as a garment
without any link to boats to enable it to be worn
for leisure time activities. The New Sailor is
a lighter, more technical alternative. It is
produced in a micro-light fibre - a fabric
created especially for Marina Yachting. It is
water-resistant but not particularly technical.
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Fabric
Marina Yachting has always boasted the
application of particular technical treatments to
its fabrics, a decision which has become a
characterising and distinctive element of the
brands collections. Fabrics treated with the
Idrostop and water-proof systems, both totally
breathable, have been the forerunners of
techno-fabrics and today are still the most
functional and utilised materials. The success
achieved has, over the years, brought about the
widening of the collection, now characterised not
only by its technical assets, but also by its
extreme practicality and exclusive comfort.
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IDROSTOP by MARINA YACHTING   IDROSTOP is a
garment produced by Marina Yachting by immersing
the yarn-fabric-garment in a solution of
silicone, which creates a barrier against water.
The water-repellent treatment guarantees the
warmth and softness of wool and the breathability
of cotton. Teflon (DU PONT) treatment produces
maximum repellence against water and stains,
without impairing the breathability of the
fabric. Teflon is durable in the wash and dry
cleanable (follow the manufacturers care
instructions). Teflon does not contain CFCs
and is dermatologically tested. Initially applied
to each individual garment, today the yarn itself
is treated to enable patterned jerseys to be
produced in addition to enabling greater softness
and resistance to washing. It is a Marina
Yachting-registered garment.  
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IDROSTOP FELT   The same treatment undergone by
the jerseys is also used on felt. The treatment
is applied to each piece of fabric in the last
phase. After being dyed the fabric is immersed in
a solution of Teflon that deeply penetrates the
fabric making it permanent and durable in the
wash. Garments produced Pickot, Montgomery,
Orion.
RUBBER-TREATED GABARDINE   This is a
double-twisted, cotton gabardine to which a film
of PVC is applied with hot rollers. The fabric
is then treated and finished with products which
give the garment a worn, aged effect, which looks
a little like leather. Garments Produced
Flynt, New Orion. 
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NO-IRON PANTS   No-Iron Pants are
constructed from a mixed cotton and polypropylene
fabric, which has an anti-creasing quality
inherent in the structure of the fabric itself,
which lasts for the entire life of the pants.
Extremely practical and comfortable, No-Iron
Pants have become one of the most popular
garments among Marina Yachting clients. The
success achieved has, over the years, contributed
to broadening the range of models produced.
Alongside the classic Chino, garments with
inserts, particular cuts and pockets cater for
the needs of every client.
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THE PHASES OF COMMUNICATION

• FROM A/W 1999 TO TODAY THE LAUNCH OF THE
  COMMUNICATIONS STRATEGY BASED ON THE CONCEPT
  MARE IN ITALY AND MARKED BY THE PHASES
• A/W 1999 TRIESTE
• S/S 2000 ISOLE EOLIE
• A/W 2000 VENEZIA MARITTIMA
• S/S 2001 CAPRI
• A/W 2001 FORTE DEI MARMI
• S/S 2002 SICILIA
• OBJECTIVE SOLID
  DEVELOPMENT OF BRAND IMAGE

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SPONSORSHIP
Marina Yachting has linked its name with
important sports events belonging to the nautical
world, like La Barcolana in Trieste, the
Centimiglie del Garda and the Sardinia Cup, all
to reinforce a precise brand identity and to
revive its historicity.
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Type of distribution

• Clothing stores
• Advanced sportswear clothing/ sportswear
• Department stores
• Mono-brand stores

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Main stores

• Milano AT TINCATI
• Santa Margherita Ligure (GE) Piazza Caprera 6
• Porto Cervo La passeggiata 4
• Bergamo Via S. Alessandro 11
• Ancona Corso Garibaldi 77
• Catania Corso Italia 192/a
• Lecce Piazza Mazzini 39/40

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P.TO CERVO