International retailing: The Benetton group (2007)

Résumé du document

Benetton Group is present in 120 countries around the world. The Group produces around 115 million garments every year. Its has a retail network of 5,000 stores around the world and a total turnover of 1.8 billion euro. Benetton Group's corporate headquarters is located at Villa Minelli in Ponzano, about 30 km from Venice. The villa was acquired by Benetton in 1969, from the mid 1980s Villa Minelli became the headquarter of the Group and home of all the strategic functions. Benetton has an international style that combines color, energy and practicality. United Color of Benetton is an Italian Company formed by three brothers and a sister. Luciano was in charge of marketing, Guiliana directed the design department, Gilberto administration and finance and Carlo production. Luciano Benetton lost his father in 1945 he used to sell newspaper but in the sixties he and his sister Guiliana opened a small pull-over company. In 1963 Benettons opened their own shops, creating a network of exclusive distributors and using sub-contractors.

Extraits

[...] They have support for a French designer; by 1969 they set up shop in Paris: the style, colors and targeted clientele were some favourable factors. In 1972 they left small Italian publicity agency and signed with Eldorado in Paris. They sponsored “Trevisse” rugby team and also some basketball teams. The used strategies were internationalization and diversification. The company had nine factories operating in Italy, France and Scotland. Some of the labels available: 0-12. Pullovers, trousers and shirts for children. Merceria. [...]

[...] Castrate, close to Revise, is the neuralgic site of production of Benetton. Single in its kind, the factory of entirely automated, distributes each day in the whole world not less than packages, via conveyor belt along an underground of more than one kilometer length which turn 24 hours a day. In a daily way trucks are charged. Retail format Benetton and its distributors: a system of franchising The traditional sales network of Benetton is composed of approximately 80 agents. Each one is responsible for a precise geographical area. [...]

[...] A wide selection of recurring basic colors is enriched every season with the latest trends. Undercolors is available in its own chain of stores which now has more than 500 locations in thirty countries and in selected Benetton Shops. - Sisley This is the Group's most trend-setting brand, at the forefront of fashion. Season after season, its bold, forceful collections full of fashion ideas set the trends for young, dynamic women and men. Its creative artists and sales team concentrate their efforts on its image and on strong-impact advertising campaigns. [...]

[...] What according to Benetton should make it possible to increase the turnover of 20%. Benetton must also continue to invest in new materials in order to be able to answer at the demand of the customers who are looking for the quality at a reasonable price. The delocalization should be done in Tunisia, Hungary and Croatia. It would aim at improving the concept which says "to produce more quickly and at lower cost" and should generate an increase in the trading margin of the company. [...]

[...] This ad so incensed US retailer Sears Roebuck & Co, that it refused to stock Benetton clothes in 400 stores. Since then, Benetton has shifted its advertising strategy, with the introduction of a more sedate style, under the art direction of Joel Berg. Fabrica was in charge of communication Cultural and social activities The Benetton Group takes part in various cultural, social and sporting activities : Benetton Foundation was established in 1987 to promote initiatives on international and local levels in order to safeguard and raise awareness of natural heritage (landscape management, history of the Veneto region and the story of games.). [...]