The company pleaded guilty at Birmingham Magistrates' Court, admitting it had misled the public in that many of its "Italian" items of menswear were in fact manufactured in countries including Lithuania, India and Egypt.
The case was triggered by a member of the public, who in November 2003 discovered that signage, ticketing, labelling and display stands indicated that the I Italian range was made in Italy. However, closer inspection revealed that the clothes were manufactured elsewhere.
The shopper complained to his local trading standards officer, who launched an investigation. Among the items purporting to be authentic Italian were a cashmere jacket made in Romania and a pair of shoes manufactured in India.
The items did in fact carry descriptions in smaller writing that described them as either "Italian Fabric" or "Italian Inspired", but the prosecution at Birmingham magistrates' court argued that the disclaimers were too discreet.
M&S admitted five offences under the Trade Descriptions Act 1968 and was fined 拢2,000 for each. The retailer was also ordered to pay 拢6,930 costs. The retailer pleaded not guilty to another three offences, which were dismissed by the court.
"We used this I Italian branding and decor to create an Italian feel and convey a sense of Italy," a spokeswoman for M&S said. "All items were clearly marked with their country of origin, but Birmingham City Council felt the decor was potentially misleading."
The retailer said that its I Italian range has been rebranded as Collezione.
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