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BENETTON CASE STUDY
REPORT
Contents
Introduction
Introduction of Benetton Group
1.1.1. Group Overview Business
1.1.2. Group Overview History
1.1.3. Brands
Point
Conclusion
References
Introduction
Introduction of Benetton Group
1.1.1. Group Overview - Business
Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, and Playlife American college style. The Group produces over 150 million garments every year. Its network of over 6,400 contemporary stores around the world offers high quality customer services and generates a total turnover of over 2 billion euro.
As in the case of the commercial network, a constant commitment to innovation, a crucial factor fo…(생략)
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ted, in response to demand from adult customers already loyal to Benetton’s multicolor products.
In 1974 Benetton Group enlarged its brand portfolio, expanding product offerings, with the Sisley Brand adding a new target to its consumer base.
During the 80’s the Group continued its international expansion and by the end of 1985 Benetton sold it products in approximately 60 countries through 3,200 stores evolving towards an industrial company, with manufacturing operations in Italy and outside the domestic market.
In the 90’s Benetton leveraged its manufacturing capabilities to offer high quality products at accessible prices, adopted a pioneer approach to some emerging markets, and further enlarged its consumer target, including in its portfolio the leisure brand Playlife.
Early 2000’s, the apparel industry started to see a new, demanding and sophisticated consumer: Benetton introduced a new market approach to compete in the arena, adding to the core wholesale business some directl
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