Privacy policy

MF Brands Group (“We” or “Us”) takes the privacy of visitors to its website (the “Website”) and, more broadly, the privacy of those who submit Personal Information (as defined below) in connection with its brand (“You”), very seriously. This privacy policy applies whenever you provide us with your Personal Information and to any processing we may perform on that information. Thus, you explicitly agree to the use of your Personal Data in accordance with this privacy policy, when you use the Website and you contact us, and more generally when you browse and / or connect to our Website, or you interact with MF-Brands Group in any way whatsoever. We reserve the right to change our privacy policy at any time, in compliance with applicable laws on the protection of personal data. In case of modification, you will be informed by all appropriate means.


Who is the data controller and what  are our commitments ?
MF Brands Group SA acts as data controller when processing your Personal Data.

We undertake to process your Personal Data securely and in compliance with the regulations applicable in France and in the European Union in the field of personal data protection (“Applicable Regulations”), including in particular:


  • the law relating to data processing, files and freedoms n°78-17 of 6 January 1978 as amended and any updates;
    Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of individuals with regard to the processing of Personal Data (the “GDPR”) and any subsequent texts including its implementing legislation;
  • the texts adopted within the European Union and the local laws applicable to Personal Data, where applicable;
    texts and decisions issued by supervisory authorities, in particular the Commission nationale de l’informatique et des libertés (CNIL).


In order to ensure compliance with the Applicable Regulations and the provisions of this privacy policy, we have appointed a Data Protection contact. This person can be contacted for any questions relating to your Personal Data, using the Contact Form.


What personal data do we collect ? 
The term “Personal Information” means any information about you that makes you directly or indirectly personally identifiable.

Thus, we are required to collect :
– your title, surname and first name,
– email address,
– email correspondence, and any other data allowing the follow-up of messages you send us,
– cookies and other trackers including the data mentioned under COOKIES and OTHER TRACKERS above, IP address and other information that allows your identification and that you make available to us at any time.


When do we collect your personal data ? 

We may collect your Personal Information when you:
– visit the Website;
– ask a question or send us your comments;
– provide us with your Personal Data on the Website or by any other means;
– interact with us via our official social networks.


In addition, we use cookies and other tracking devices, for more information please see the “Cookies” section of this privacy policy


Why we collect your personal data ?
On the basis of a legal obligation, our legitimate interest, or after having obtained your consent, we may process your Personal Data for the following purposes:

Purposes of the processing / Basis for treatment : 
– Managing and recording questions about our products or brands / Legitimate interest
– Management and improvement of the user experience, including the provision of new features or services / Legitimate interest to improve the service
– Statistical operations, analysis, selection and segmentation of users in order to improve user knowledge / Legitimate interest to know its users better
– Development and improvement of the Website / Legitimate interest of Lacoste to improve the service
– Management of requests related to the exercise of your rights / Legal obligation
– Measuring the number of visits to the Website (mobile and desktop) / Customer consent


To whom do we transmit your personal data ?
We may transmit all or part of your Personal Data to the following entities:

to the various companies of the MF Brands Group as well as to our franchisees, licensees and distributors, who may use your Personal Data only to send you information in response to your requests;


to certain of our service providers who, on our behalf and according to our instructions, process your Personal Data in order to help us perform the following services:
– Storage of all your Personal Data,
– Personalising our Website according to your preferences,
– Carrying out technical maintenance and development of the Website and MF Brands Group information systems,
– Collecting your questions,
– Analysing your use of the Website, in order to improve the quality and efficiency of the Website.


We remind you that the entities to which we transmit your Personal Data are bound by a contract of confidentiality as well as by the respect of the Applicable Regulations concerning the protection of your Personal Data.


Where we transfer your personal data ? 
Your Personal Data is stored in the European Economic Area (“EEA”, i.e. the 28 member states of the European Union, plus Norway, Iceland and Liechtenstein), where the Website servers are hosted. Some of the service providers or sub-contractors to whom we transfer your Personal Data, as set out in the section WHOM DO WE TRANSFER YOUR PERSONAL DATA TO, are located outside the EEA, and in some cases in countries not recognised by the European Commission as enjoying an adequate level of protection.


In this case, in accordance with the Applicable Regulation, we undertake to:
– conclude a cross-border flow agreement with these companies, in line with the European Commission’s standard contractual clauses, or
– collaborate with companies that have Internal Business Rules (IBN) allowing cross-border transfers.
You can obtain more information on this subject and, if necessary, obtain a copy of the cross-border flow agreements concluded with our partners, by sending your request via the Contact Form.


How we ensure the security of your data ? 
We have implemented internal procedures to ensure the security of your Personal Information when it is used, transferred or stored. We also maintain the procedures in place to ensure compliance with the Applicable Regulation.


These safety procedures include:
– that our service providers and subcontractors, where we use their services, in particular to make the Website and its content available to you, or to fulfil your orders (including orders placed by telephone), comply with their contractual obligations in order to ensure adequate protection of the Personal Data to which they have access;
– limiting access to your Personal Data to employees who are under a duty of confidentiality, and whose access to your Personal Data is necessary to provide products and services to you and/or justified in the context of their duties;
– the implementation of precautionary measures to protect your Personal Data from destruction, loss or alteration and to prevent unauthorised access to your Personal Data;
– the storage of your Personal Data on servers offering all security guarantees. The data is kept, in accordance with the Applicable Regulations, for the periods mentioned in the section HOW LONG ARE YOUR PERSONAL DATA RETAINED? The time limits mentioned above do not exceed the period necessary to achieve the purposes mentioned in the section “Why do we collect your personal data?”


What are your rights and how to exercise them ?
In accordance with the Applicable Regulations, you have the right to exercise the following rights:
– The right of access to your data,
– The right to rectification and the right to erasure of your data (right to be forgotten),
– The right to limit the processing of your data,
– The right to portability of your data,
– The right to object to the processing of your data,
– The right to define directives concerning the fate of your data after your death.
In order to exercise these rights, you can contact us using one of the following means of communication:
– via the Form, by selecting the contact reason “personal data”,
– by post, accompanied by a copy of an identity document, to MFBGI – Responsable des Données Personnelles, 31-37 boulevard de Montmorency, 75 016 Paris, France.
You also have the right to lodge a complaint with a competent supervisory authority (CNIL).


How long your personal data is kept ? 
We apply the following retention periods to your Personal Data:
– Data relating to non-customer prospects: 3 years from the last active contact with our brand
– Browsing history cookies: 13 months


Links to other websites

We may provide links from our Website to other websites. However, we will not be responsible for the content or information collection policies of these websites. If you visit third party websites, we recommend that you check their privacy policies before providing them with your personal data. We will not be held responsible in this regard.


How to contact us ? 
If you have any questions about our privacy policy or the way we handle your Personal Data, please contact us:
– via the Form by selecting the “Personal Data” contact reason
– by post, accompanied by a copy of an identity document, to MFBGI – Responsable des Données Personnelles, 31-37 boulevard de Montmorency, 75 016 Paris, France.

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