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Benetton focusing on durability over speed to maintain market share

Benetton’s global footprint and brand recognition have shrunk but it is attempting a comeback. The brand is known for its controversial advertising campaigns with an emphasis on social issues such as race and religion. Benetton assembled a network of branded stores. A franchise model let it distribute direct and expand quickly. It used commission-driven agents to oversee regions, often planting several outposts in the same shopping districts. At one point, Benetton had six shops on New York’s Fifth Avenue, some virtually within sight of each other.

The brand built a sophisticated data network to track sales right down to store level and automated its factories and warehouses with Italian robotics, raising fashion from the artisanal to the industrial. It aimed to be flexible enough to respond to shifting taste and demand. It prided itself on its ability to produce, distribute and sell flash collections of products that were proving popular.

However, rivals learnt how to copy or defeat these same strengths. The family wrestled with generational change and the introduction of outside managers. The shock ad campaigns started to look pointlessly provocative. Benetton is now revisiting 30-year-old product lines and emphasising durability over speed.

 

 
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