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 Genova’s 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.

 

  

THE STORY

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 Cotton’s, Moncler and 18CRR81 Cerruti.

The Semantic Field of Marina YachtingThe 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.

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").

The LocalitiesThe 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".

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 wasn’t 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.

PositioningPositioning

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.

The BrandThe Brand

• The brand takes root in the area of being (consistence, solidity, authenticity, assurance)

• It distances itself from the logic of glamour and fashion.

Marina Yachting & the competitionMarina Yachting & the competition

Not indicated

25%

44%

24%

7%

Belfe

Paul & Shark

Murphy & Nye

IDENTITY OF THE BRANDIDENTITY 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”

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.

THE PRODUCT

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.

Historical GarmentsHistorical Garments

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 pilot’s 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… I’m doubtfully permitted to pass into one of the boats”.

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.

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.

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.

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 brand’s 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.

FabricFabric

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 manufacturer’s 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.  

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. 

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.

THE PHASES OF COMMUNICATIONTHE PHASES OF COMMUNICATION

• FROM A/W 1999 TO TODAY: THE LAUNCH OF THE “COMMUNICATIONS STRATEGY” BASED ON THE CONCEPT MARE IN ITALYMARE 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

SPONSORSHIPSPONSORSHIP

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.

Type of distributionType of distribution

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

Main storesMain 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

P.TO CERVOP.TO CERVO