Marina_Yachting的品牌策划.pptVIP

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 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 Yachting;;The Localities ;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. ;Positioning;The Brand;Marina Yachting the competition;IDENTITY OF THE