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