benetton
TRANSCRIPT
BENETTON
INTRODUCTION
Established in 1965, Benetton is now controlled by Edizione Srl (a holding company wholly owned by the Benetton Family) with a 67% stake. It listed on the stock exchange in Milan in 1986.
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, 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.
PRODUCT MIX
Apparel
Adult
WomenEg. Jeans, Trousers, Skirts
MenEg. Shirts, T-Shirts, Jeans…
Kids
Mama Collection
New Born
Toddler
Under Color
Underwear
Basic Collection
Accessories
EyewearTravel Bag
Home Collection
Stationary
COLLECTIONS STRUCTURE
STORE CONCEPTS
United Colors of Benetton's twins interior design concept uses natural wood to effectively express the different styles of its collections.
Sisley’s glamorous atmosphere, highlighting the elegance of the products.
Playlife is a concept store inspired by the American college world.
DISTRIBUTION NETWORK
The Group's commercial organization is based on a flexible business approach, which deploys different market development strategies according to requirements.
The Commercial department is designed around the two main sales channels:
WholesaleDirect Sales
OPERATIONS BUSINESS MODEL
Manufacturing and logistics organization relies on a "network of skills", which leverages Benetton’s long-term industrial know-how into manufacturing expertise available across the world.
GEOGRAPHICAL BREAKDOWN OF REVENUES
BRAND IDENTITY
United Colors of Benetton
United Colors of Benetton, the iconic Group's global brand, has an international style that combines color, energy and comfort. All these key elements find their expression in the brand's core value: Passion for Quality, with a strong commitment to comfort and style.
Sisley
A place: ParisA date:1968A collection: DenimThat’s how the story of the Sisley brand started, a brand that, year after year, has continued to offer an innovative approach to fashion.
BRAND IDENTITY
Playlife
Playlife, the Benetton contemporary brand, has evolved from the role of individual brand to a trademark that nurtures ideas and experimentation.
KIDS COLLECTIONUCB Kids
Sisley Young is a sophisticated, detailed and rich collection inspired by the looks of up-to-the minute fashions, styled to suit younger crowed.
BRANDS AND COLLECTION PERFORMANCE
PROMOTION
Benetton’s communication can be divided into two macro departments within the company:
The corporate and fashion press office and the advertising department.
The press office, with headquarters in Ponzano, coordinates thirty pr offices in thirty countries around the world, which handle the product communication and the corporate image of the Group in each country.
The advertising department develops the institutional and product campaigns for the international market through an internal media planning structure which directly buys media spaces both for Italy and the rest of the world.
Aligns the communication activities and the local commercial needs.
Communication, as a whole, develops projects and activities together with Fabrica, the Group’s communication research centre, that since 1994 hosts young artists from all over the world.
PERCEPTUAL MAPPING
Classy Distinctive
Avant-Garde
Practical Affordable
Sporty
Levis
Adidas
PumaMadame
Aldo
Mango
Next
Tommy HilfigerD&G
Globus
West Side
Armani
Lee
Nike
Reebok
Benetton
PERCEPTUAL MAP(INTERNAL)
Sisley
U.C.B
Undercolor
Classy Distinctive
Avant-garde Sporty
Practical Affordable
Playlife
REFERENCES
WWW.benetton.com
http://press.benettongroup.com/ben_en/about/
Thank You!!!
Presented By:
Abhijit BanikAkanksha SinghAlka YadavAngad Singh AnandAnjali Sharma
Guided By: Mr. Deepak Ratan, IPS Director NIFT BHOPAL