BUSINESS CASE STUDY: THE BENETTON GROUP
AN  OVERVIEW <ul><li>T oday, the Benetton Group is present in 120 countries around the world. Its core business is fashion...
<ul><li>Luciano  </li></ul><ul><li>Benetton  </li></ul>B orn in 1935 in Treviso (Italy), Chairman, who contributed in 1965...
<ul><li>A lessandro Benetton is Executive Deputy Chairman of Benetton Group. </li></ul>Alessandro Benetton
<ul><ul><li>1960s  The idea of color. </li></ul></ul><ul><ul><li>1965s  The Benetton Group is established. </li></ul></ul>...
HEADQUARTERS <ul><li>B enetton Group's Corporate  </li></ul><ul><li>headquarters is located at Villa  </li></ul><ul><li>Mi...
A round 6,000 stores worldwide The development of Benetton's commercial network, characterised by prestigious locations in...
DESIGN A  staff of 300 designers from all over the world creates the collectionsThe design team is also engaged in researc...
U nited Colors of Benetton A  global brand, and one of the widely known in the world, United Colors of Benetton has an int...
I s an extension of the Benetton brand, featuring underwear, beachwear and sleepwear collections, as well as accessories f...
THE BENETTON GROUP SOCIAL  AND COMMUNICATION RESEARCH CENTRE F abrica is a communication research centre It was created in...
AN EXPRESSION OF OUR TIME T he advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief t...
BENETTON ADVERTISING CAMPAIGNS T he campaigns have gathered awards and acclaim worldwide; by the same token, they have aro...
 
 
 
S everal of the communication projects created by Fabrica, Benetton’s research center have also been developed in cooperat...
A BRIDGE BETWEEN CULTURE AND SOCIETY T he Benetton Group has long been involved in a series of cultural, social, artistic ...
PONZANO CHILDREN B enetton has always held strong links with its town of origin and was keen to offer its help in creating...
SPORT SPONSORSHIP B enetton Group has for many years sponsored the Rugby, Basketball and Volleyball teams in Treviso, high...
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Benetton

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Benetton

  1. 1. BUSINESS CASE STUDY: THE BENETTON GROUP
  2. 2. AN OVERVIEW <ul><li>T oday, 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, the leisurewear brand Playlife. The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world, offers high quality customer services and generates a total turnover of over 2 billion euro. </li></ul>
  3. 3. <ul><li>Luciano </li></ul><ul><li>Benetton </li></ul>B orn in 1935 in Treviso (Italy), Chairman, who contributed in 1965 to the launch of the activities of the Benetton Group.
  4. 4. <ul><li>A lessandro Benetton is Executive Deputy Chairman of Benetton Group. </li></ul>Alessandro Benetton
  5. 5. <ul><ul><li>1960s The idea of color. </li></ul></ul><ul><ul><li>1965s The Benetton Group is established. </li></ul></ul><ul><ul><li>1970s A business model making the difference: unique, flexible and innovative. </li></ul></ul><ul><ul><li>1980s Benetton communication campaigns: known all over the world. </li></ul></ul><ul><ul><li>1990s A global company present in 120 countries. </li></ul></ul><ul><ul><li>2000s Benetton grows with the market: over 150 million garments produced every year and </li></ul></ul><ul><ul><li>distributed in around 6,000 contemporary stores. </li></ul></ul>
  6. 6. HEADQUARTERS <ul><li>B enetton Group's Corporate </li></ul><ul><li>headquarters is located at Villa </li></ul><ul><li>Minelli in Ponzano, about 30 km </li></ul><ul><li>from Venice. Villa Minelli is a complex </li></ul><ul><li>of sixteenth century buildings of great </li></ul><ul><li>historical and cultural interest. </li></ul>Villa Minelli
  7. 7. A round 6,000 stores worldwide The development of Benetton's commercial network, characterised by prestigious locations in historic and commercial centres and by the high level of customer services offered, has been supported by a major programme of investment worldwide. STORES
  8. 8. DESIGN A staff of 300 designers from all over the world creates the collectionsThe design team is also engaged in researching new materials and creating new lines for different targets from children, men and women to expectant mothers, offering them not only practical and modern styles but also maximum comfort. & LOGISTIC B enetton has direct control of the logistics phase for both its own manufactured and sourced products, and has invested in modelling, organization, and automation of logistic processes in order to completely integrate the entire production cycle, from client orders, to packing and delivery.
  9. 9. U nited Colors of Benetton A global brand, and one of the widely known in the world, United Colors of Benetton has an international style that combines color, quality and fashion. Each season presents the womenswear, menswear, childrenswear and underwear collections. The brand is present in many other sectors, from the elegant accessories to the eyewear lines and perfumes, from the home collection to baby products. BRANDS
  10. 10. I s an extension of the Benetton brand, featuring underwear, beachwear and sleepwear collections, as well as accessories for women, men and children. T his is the Benetton leisurewear brand that redefines a style. With its clean and elegant collections Playlife blends an exclusive exploration of styles and allusions and a strong sense of individuality. T his is the Group's most fashion forward brand. Sisley presents elegant and seductive collections, with special attention given to the choice of design, fabrics and new shapes.
  11. 11. THE BENETTON GROUP SOCIAL AND COMMUNICATION RESEARCH CENTRE F abrica is a communication research centre It was created in 1994 with the aim of combining culture with industry and offering young people from around the world an opportunity for creative growth and multicultural interchange. Fabrica is based in Treviso, in a complex restored and enlarged by Tadao Ando.Fabrica invites young artists/designers to its centre, offering them a one-year study grant and providing them with a professional training opportunity and a wealth of resources and relations. financed by the Benetton Group.
  12. 12. AN EXPRESSION OF OUR TIME T he advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief that &quot;Communication should never be commissioned from outside the company, but conceived from within its heart&quot;.Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images. Benetton’s long journey toward its destiny as a subverter of stereotypes began with its cooperation with Oliviero Toscani.
  13. 13. BENETTON ADVERTISING CAMPAIGNS T he campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas.
  14. 17. S everal of the communication projects created by Fabrica, Benetton’s research center have also been developed in cooperation with prestigious associations (including FAO, UNV, WFP) obtaining important acknowledgements at an international level.
  15. 18. A BRIDGE BETWEEN CULTURE AND SOCIETY T he Benetton Group has long been involved in a series of cultural, social, artistic and sporting activities. Some of these, such as the Benetton Foundation, which focuses on issues relating to the preservation and promotion of the local culture and landscape heritage, reflect the strong links which the Group has traditionally maintained with its territorial roots. BENETTON FOUNDATION LELEQUE MUSEUM T he Benetton Foundation, established in 1987, promotes initiatives on both international and local levels, with the aim of safeguarding and raising awareness of natural heritage. U nder the patronage of Benetton in Patagonia, the Leleque narrates the experience of indigenous peoples and immigrants in Patagonia, the changes undergone by the societies living in the territory and the relationship between different ethnic groups. Their conflicts, beliefs, and religious rites are some of the issues approached in this long history.
  16. 19. PONZANO CHILDREN B enetton has always held strong links with its town of origin and was keen to offer its help in creating a children’s centre. Its purpose is to provide an essential service which will improve the quality of life and work of the Group employees, and give support to the community. The centre was designed by Alberto Campo Baeza, an internationally renowned Spanish architect.
  17. 20. SPORT SPONSORSHIP B enetton Group has for many years sponsored the Rugby, Basketball and Volleyball teams in Treviso, highlighting Benetton’s profound link with its roots. For the Group, sport and business have the same philosophy: passion, challenge, competition and results.
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