NUMBER 7 • SEPTEMBER 2016

CLOTHES FOR HUMANS ON AIRStarting September 22, the “clothes for humans” campaign hits the small screen and the web with nine mini-clips that, through clothes, talk about the value of daily emotions. It's an absolute first for the brand.

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STYLE ICONSTwo generations, the same taste for fashion and seduction: Yasmin and Amber Le Bon are the faces of the new Sisley campaign. The launch event was held in the Piazza San Babila store in Milan.

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ON WOMEN'S SIDE

PEOPLE

The second edition of Welcome Back Mom, one of Benetton's many initiatives promoting gender equality, has just ended.

A SEAMLESS KNITWEAR COLLECTION, IN PURE ITALIAN STYLE, PRODUCED IN CASTRETTE WITH JAPANESE TECHNOLOGY

RESHORING

MADE INTREVISO

IDENTITY

ORGANIZING IS MY JOB

VOICES

Face to face with Lorenzo Dovesi, the new chief operations officer, who told us about his job and our company's reshoring project.

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Munich, Sofia, Dublin, Belgrade and Istanbul. Not to mention openings in the franchise channel in Italy: it's an unstoppable "green wave"

Month after month, the list of European cities where Benetton is debuting its On Canvas retail concept

grows longer and longer. The unique shopping experience offered by stores that have adopted this format is now available to an increasing number of people. The end of summer has seen significant openings in some of the most beautiful and most visited of the Old Continent's cities, the most recent of which is Munich, which opened on 14 September.

Germany opens its doorsFollowing the lead of the remodelled Nuremberg store, the prestigious UCB flagship in Munich's central Kaufingerstrasse has also reopened its doors with the new On Canvas look: a 1,100 square metre shop (spread over two floors) on this busy street in the city was launched on 14 September and saw the debut of products developed following the new "clothes for humans" philosophy, to the delight of customers. Now the "German mission" can continue on with another already-planned reopening: in Karlsruhe's Ettlinger Tor shopping centre.

BENETTON SETS OUT TO CONQUER EUROPE

STORE

Like wildfireAs already mentioned, along with Munich the long list of recent inaugurations also includes Sofia, Belgrade, Dublin (the first On Canvas location in Northern Europe) and Istanbul. To these destinations

With the official start of the "clothes for humans" campaign, some of the major Benetton flagship stores are also changing the looks of their windows. From Milan to Venice and from London to Paris, passing through Istanbul, Prague, Athens and Barcelona, the three lines - Dress up, Dress down and Dress to move - literally take the well-deserved spotlight in front of a public that has already begun to familiarise itself with the new brand strategy, focused on the value of daily emotions.From left: the store windows in Treviso, Venice and Paris.

EMOTIONS ON DISPLAY CLOTHES FOR HUMANS – PREMIUM WINDOWS

we must add all those cities in Italy where new retail franchising channel points have made their debut: Crema, Torri di Quartesolo, Modena, Formigine and Canicattì - all important to the brand's success in the public eye.

VENICE

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TREVISO

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PARIS – OPERA’

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Munich Sofia

Dublin Istanbul

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This coming autumn will be like no other for our brand as it marks the official launch of "clothes for humans," the new philosophy that aims to celebrate the beauty of everyday life moments through the medium of clothing. As befits such an important event, many different communication initiatives are planned: a press campaign, a magalog, in-store and web initiatives and - for the first time in the history of the brand - TV ads depicting slices of every day life.

The reality of emotionsThe nine mini video clips (of 15 seconds each) aim to represent a small range of real situations and genuine emotions. The strength of these short stories lies in their simplicity: a girl frantically trying to find her earring, a couple kissing, a moment of anger and despair. These are scenes of daily life which we can easily relate to and in which Benetton's clothes play a central role.

Targeting the programme schedulesSet in real locations – but with a touch of Italian elegance – these videos will be aired on major Italian networks (Mediaset, RAI and the Sky and Discovery satellite channels) between September 22 and October 8 and between October 16 and 29, as well as in the cinemas of the "The Space" circuit. There will also be a version for the Indian market and a slot in cinemas in Mexico.As for the web, the ads will be concentrated on the female target of the main video platforms and on top women-centric online news and entertainment publications in Italy, Spain, France, Germany, Portugal, Greece, India and Mexico. The web will be additionally enriched by three other mini video clips dedicated to children, who are "captured" in the naturalness of their daily routines:

On September 23 three very special UCB "cubes" will be deployed in the centre of Milan

A MAP OF THE EMOTIONS those who undergo the experience through four questions asked on an internal display. The result will be a real map of the emotions that

characterise the city's population.For the occasion, UCB marks its debut also on Snapchat, thanks to the collaboration with a widely known fashion "influencer" who will "immortalize"

the emotions of passersby. Through Snapchat, Benetton aims to interact, in first person, with the entire community, capturing moments and sensations in real time. Immediacy, spontaneity, and fluidity of the narrative: a new way, more direct and personalized, to present the philosophy "clothes for humans".

Three large cubes in Piazza XXV Aprile. Usually such an unusual sight would by itself elicit curiosity among passersby.

But what is going to happen inside these cubes will be even more surprising: a multimedia experience that is able to "map" the emotions of the people within these structures. This is just another part of the communication campaign for the launch of the "clothes for humans" brand strategy.

A sensory testEach of these cubes - decorated in the spirit of the three lines Dress Up, Dress Down (where TV31100 will be officially presented) and Dress to Move - will capture the mood of

Launch of the first video campaign by Benetton: nine "episodes" of daily life

CLOTHES FOR HUMANS HITS TV, CINEMAS AND DIGITAL

Guarda il video

a joke played on a boy busy getting carefully dressed in front of a mirror, a group of friends at the park playing with their own electronic devices and a small boy having fun at the table, letting out a loud burp in front of his older sister.

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After Lignano Sabbiadoro (17,000 people) and Rimini (10,000 people), the Color Run - of which United Colors of Benetton is a main sponsor - arrived in Milan for the final stage of the 2016 edition. The tenth and final leg of the non-competitive "fun race" par excellence - held in the name of color, music, celebration and fun – was held on September 3 along the course set up at San Siro stadium and in the Trenno Park.

A Very Social RaceIn addition to the 15,000 people who colored the streets of Milan, this final leg also starred two young influencers: Valentina Ferragni - sister of Chiara Ferragni, the famous blogger and entrepreneur - and her boyfriend, Luca Vezil. During the event, these two young webstars participated in the activities on stage, helped to paint the wall with strokes of color, wore the UCB Natural Performance Collection, participated in the race and posted some of their moments on their social channels.The grand finale was also animated by four of this summer's music stars, invited by Radio 105, the event's official broadcaster. They were Fabio Rovazzi, Alvaro Soler, Elodie and Emis Killa. What better way to set the stage for next year's edition?

ON SEPTEMBER 13, THE SUMMER 2017 COLLECTION WAS PRESENTED TO THE GLOBAL SALES NETWORK. IT WAS THE PERFECT OPPORTUNITY TO ANNOUNCE THE MAIN NEWS OF THE SEASON

MULTICOLORED MILAN

BRAND

The tenth and final stage of the Color Run 2016 took place on September 3 in Milan

On Tuesday, September 13, about 500 UCB brand agents and customers were hosted at the colorful Castrette Studios where - along with the heads of the summer collection - they attended a veritable fashion show that exalted the Benetton trends for next summer.

Season's newsThe group was welcomed to the event by Marco Messini, chief distribution and sales officer. CEO Marco Airoldi

and John Mollanger, chief product and marketing officer, then highlighted the most significant events for the F/W 2016 season: the launch of the "clothes for humans" video campaign for TV, cinema and digital, the "TV 31100" sweater and Stella Jean's collaboration with United Colors of Benetton.

It starts from TrevisoIn November the UCB "TV 31100" sweater, the postal code of Treviso, will

be on sale. Made with a modern, seamless technology, the sweater will have in its "Italianness" its very strength (more details will follow in the October issue of Knit).The other big news illustrated to the commercial network is the collaboration with Stella Jean, one of the most important emerging figures in fashion, who will create an exclusive capsule collection (on which you will learn all the details in the next numbers) that will be on sale from December 2 in selected stores.

UCB: FULL SPEED AHEAD! Play

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Yasmin and Amber Le Bon, protagonists of the Sisley Fall/Winter campaign, were the guests of honour at the campaign's launch event in the brand's Piazza San Babila store in Milan

Yasmin Le Bon, one of the most admired models of the '80s and '90s, and her daughter Amber, one of

the most sought-after "it girls" of the international jet-set: Sisley chose these two icons of style and glamour for the launch of its Fall/Winter 2016 campaign.

Milano wears SisleyA date that was celebrated with a very stylish event: Yasmin and Amber - respectively the wife and daughter of the legendary Duran Duran lead singer Simon Le Bon - were the guests of honour last September 6 at the event held at the store in Piazza San Babila, Milan, which was "packaged" with the official campaign images. Vogue Italia was creative director of the event, entitled "About fashion and music". The store window displays, entirely coated in film, offered passers-by the opportunity to dive into the brand's world through a porthole, discovering the most iconic outfits of the new Fall/Winter collection.

Style revolutionThe Milan fashion world gathered at Sisley for the event: there were over 200 guests in the store, including the director of Vogue Italia Franca Sozzani and a large group of influencers and fashion bloggers. And of course the two Le Bon beauties, who had lent themselves to the campaign in their interpretation

FROM MOTHER TO DAUGHTER, FASHION IS IN THEIR DNA

of the collection's mood: a blend of shapes and volumes, fabrics and finishes that show the brand's contemporary side, along with a spotlight on the agender style revolution.

Sisley glamourMeanwhile, the 2016 Fall/Winter campaign, under the art direction of Vogue Italia, made its debut in italian and international media, collecting the first nods of approval. The main feature of the photos, taken by famous Italian photographer and filmmaker Francesco Carrozzini in an apartment in Los Angeles, is his interpretation of the sensuality and contemporary flair of the two protagonists. Two generations face-to-face, or - more accurately - engaged in a dialog, united by a mix of style, charisma and personality.

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From left: Piergiorgio Davoli, Yasmin Le Bon, Amber Le Bon and Paolo Battacchi

VOGUE ITALIA FOR SISLEY

Piergiorgio Davoli and Franca SozzaniPiergiorgio Davoli and Franca Sozzani

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On the eve of the opening of a production facility in Castrette, we meet the chief operations officer of Benetton who talks to us about fashion, logistics and a career that took an unexpected turn...

«Was I passionate about fashion when I was young? Far from it», admits Lorenzo

Dovesi. «Fashion came into my life by chance: I still consider myself a mechanical engineer lent to a world I don't belong to». Although it has been a matter of chance, you cannot say that Dovesi, born in Bologna in 1973, has not found his niche in the world of fashion, a world into which, with the passing of years and with experience, he has managed to insert himself with moderation and intelligence, by applying his own outsider's point of view to fashion trends. Our conversation with the man who has been chief operations officer of Benetton since last March starts from this point.

Lorenzo, how did you come to hold this position?«From as early as my days studying mechanical engineering at the University of Bologna, I was involved

ambitious goals such as Benetton was what I was looking for».

Was it easy to get into this business? What distinguished Benetton from previous companies?«I found a dimension that was, to some extent, different from the previous one, that gave me the opportunity to challenge myself with projects that were, in certain areas, familiar and in others, brand new. The differences with Armani are evident: Benetton has a different type of target and distribution, which requires different working systems, it covers a more democratic market segment but one that, in perspective, I think is probably more prosperous. But there is also a lot of common ground with Armani: the industrial tradition, the Italian DNA, a prestigious history and great success, attention to the product and the quality, attention to detail, the ability to design things

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in the planning of production processes. After an initial experience in a leading security systems company, I worked as a logistics manager in Bruno Magli, where for the first time I had to test my skills in the footwear industry. From there, in 2006, I moved on to the Armani Group, an experience that lasted almost ten years and was incredibly educational».

How was the impact with the world of fashion?«Very inspiring. I found an ever-changing world, one that has to keep updating its offer to the public; it's a sector in which trends are always on the move and this has also prompted me to change gears. After years of great satisfaction that ended in the most natural way possible, following the conclusion of many of the projects in which I was involved, I thought it was the right time to set off on a new path, and a group with

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LORENZO DOVESI

FASHION: AN UNEXPECTED OPPORTUNITY

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VOICES

and knowing how to make them. I must also say that if I'm getting on so well, the credit goes to those who have preceded me in this role: I have found a company with a very strong tradition in terms of operations and supply chain».

Could you explain your role in a few words?«The chief operations officer is the figure supporting the company in the design and management of production processes. Simply put, the creative area relays to us what must be done and we look for the best way to do it. Of course this relies on a whole range of activities: managing the design of collections, locating new production segments, identifying opportunities to produce a good product at the right price in the time required by the market, meeting deadlines, checking the quality of the garments, managing the relationship between head office and branches... In short, it's a huge commitment that must be carried out while respecting one of the basic values of the company: social commitment».

This allows us to introduce a topical theme, that of reshoring. A new department has recently been created in Castrette dedicated to seamless knitwear: tell us about the genesis of this project, the reasons for it and what it represents for the company.«First, I want to emphasise that this is not an industrially-inspired

project, concerned with returning previously outsourced products to Italy. It is a project that is functional to company strategies. We wanted to put a product in store that could stand out, an exclusive product, and consequently one that gives a very strong message to the consumer. Hence the need to implement this seamless production: 100% made in Italy, at a level of high quality. These days, imagining a return to the true origins - when all products were made in Italy - is not be feasible; it would be anti-historical. You have to consider that in recent years our production facilities abroad have grown a lot in terms of their skills, thanks to the training programme carried out by our technicians, and today they guarantee a standard of absolute excellence. That said, we can talk about going back to our origins in terms of our DNA: knitwear, colour and quality».

Will the production make use of particular technologies?«The 36 Japanese machines produced by Shima Seiki exploit seamless, stitch-free technology, which allows the elimination of any point of friction between the sweater and the skin, thus ensuring a greater sense of well-being for the wearer. Let's also remember that we use superior quality yarns. Of course, we have planned a training programme for employees who will work on the new machinery in this department, but it was easy to find internal staff suitable for this type of production: after all, as they say, they have

always "eaten bread and knitwear..." (laughs)».

To return to the made in Italy product: do you expect that consumers will respond positively of the fact that production takes place in Italy?«In general terms, certainly yes, because everyone recognises that Italy itself is synonymous with quality, but also we have to be good at communicating the added value that the production here in Castrette guarantees to this particularly special piece. Let's put it this way: to produce in Italy can only be a good thing, and in this respect I hope that politics can support companies in this regard. But, as I said earlier, it makes no sense to expect "made in Italy" always and for everything. If there are strategic reasons, as in this case, then it is a passable road. Finally we must remember that although at this time there is much talk of reshoring in the industry, so far ours is one of the first projects in this regard, at an Italian level, that has been completed and in a very short period of time».

What kind of production target do you have in mind for the sweater made in Castrette?«200,000 units a year will be produced. It is not a massive project, but a selective one, although of course we hope over time to grow more and more. It's a about further highlighting the exceptional quality we can achieve. Finally, let me conclude by recalling the theme of sustainability, which is one of the pillars of our company and is developed mainly in two areas. The first is the production chain and the way it interacts with the people who make it up. For example, we speak of high standards in terms of safety at the workplace. The second concerns the relationship of the supply chain with the environment: just recently we received an important recognition from Greenpeace for our efforts».

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Benetton's attention to environmental sustainability goes back a long way. In the area of logistics it is reflected, for example,

in the choice of specifically sized packaging and a reduction in cardboard use, Benetton Group in fact has reduced its annual use of cardboard by more than 1,300 tons, the equivalent of about 20,000 trees.

Mission: reduce greenhouse gasesBenetton has also carried out an analysis of emissions in order to cut down the amount of carbon dioxide (CO2) produced, a goal achieved mainly thanks to the reduction in the number of vehicles on the roads. The company uses a system to monitor logistics services suppliers that - through the collection and evaluation of data on CO2 emissions - can help determine strategies for reducing the emissions themselves. Packages are placed in the vehicles in a space-efficient manner: in this way, the same amount of goods can be carried across Italy and Europe with 20% fewer vehicles. This has led to a 25.8% cut in overall emissions, equivalent to about 511 tons of CO2 per year: a great commitment by Benetton and a small contribution towards the global objective of reducing greenhouse gas emissions.

LESS CARDBOARD AND LESS CO2, THINKING ABOUT THE HEALTH OF THE PLANET

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Operations have begun in the new production facilities in Treviso dedicated to seamless knitwear

SUSTAINABILITY

BENETTON KEEPS FOCUSING ON ENVIRONMENTAL COMMITMENT REDUCING THE AMOUNT OF PACKAGING AND VEHICLES ON THE ROADS

T he re-opening of a production line in Italy, in Castrette di Villorba, for a company that has a history like Benetton's, is not just any news. There is so much of the original brand's identity in the new department of weaving, which has just begun operations: knitwear,

colour, craftsmanship. All this, applied to modern seamless technology, will allow the creation of products that stand out for their quality.

Between tradition and modernityThe initiative launched by Benetton Group is part of the "Reshoring Project", whose aim is to restart production in Italy. Benetton is one of the few Italian companies that has completed the project and has dedicated important

resources to it: 1,500 square meters within the Operations area in Castrette, 36 Shima Seiki machines (the most advanced Japanese seamless technology) and specialised staff.

RESHORING IN CASTRETTE

A collective responsibility«Nowadays the concept of sustainability cannot and must not be merely about economics: we all must contribute to safeguard the planet’s equilibrium, if not for ourselves, for our kids», said Daniele Fregnan, global logistics director. «For each person with a responsibility role in a company, this is a major duty. Logistics strongly contributes to pollution because transportation is one of its main causes: working to reduce emissions must be one of the goals and inspirations of the involved managers».

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IT IS NOT JUST A GENDER ISSUE

It's not just a gender issue, it's about much more: this is how you could sum up the spirit of the final meeting of the Welcome Back Mom program, which was as full of inspirational ideas on Gender Equality as it was on issues

of social engagement.

Mission possibleAs explained by Professor Chiara Mio, the Chairman of Benetton's Sustainability Committee and special guest of the day, from 2015 Benetton has chosen gender equality, one of the Sustainable Development Goals of the United Nations, as an elective subject through which the company has designed almost all its sustainability initiatives. A commitment witnessed globally through initiatives such as the Women Empowerment Program, and through many other projects developed within the company with the same objectives.

The beauty of being momOne of these is Welcome Back Mom, the BENETTON PER TE project that celebrates a major milestone: one year after its launch, it already has two editions to its credit and more than 20 co-workers involved in over 200 hours of coaching.This achievement is the result of a precise strategy aimed at developing people from within, thanks to the Human Capital

Management-based People Care initiatives, as explained by Beppe Cavattoni, global HR director.

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Benetton's social committment presented at Welcome Back Mom by professor Chiara Mio, special guest of the final meeting of the program

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In order to prepare for the launch of the new "clothes for humans" brand strategy, for the first time the Training & Development team created a training kit completely dedicated to the product. The kit allows us to convey our brand identity, as well as the unique features of our 2016 Autumn/Winter collection, in an easy and innovative way from our Headquarters to our stores the world over.The kit consists of various training materials to make it as complete and versatile as possible. Staff working in all our stores will find the OUR VOICE video inside, where John Mollanger, chief product & marketing officer at Benetton, explains in a simple and direct way how crucial the role of our staff is: «"Clothes for humans" is close to people and is told by the most important people in this chain: YOU in all our stores».

Store colleagues can also browse through two documents for immediate use: OUR DNA, which details the clothes for humans strategy based on our brand pillars - knitwear, colour and social commitment - and, to get to know the new collection better, the kit provides a set of PRODUCT DATA SHEETS with features and benefits of our new collection. There is no shortage of insights, trivia and tips, with particular reference to knitwear, meaning maximum expertise and not just wool.

THE NEW PRODUCT TRAINING KIT HAS ARRIVED!

BENETTON TAKES PART IN THE BOOT CAMP FOR FASHION COMPANIESThe fatigue of the selection process: this is what comes to mind seeing the images of the Boot Camp, a one day event on July 18 organized by Regione Veneto and Italia Lavoro, when six local companies in the fashion industry met the candidates enrolled in Garanzia Giovani. Benetton also took part in the Boot Camp, which was held in La Ghirada, with the aim of finding new talent. Francesca Chicaro, Recruiting & TA Manager, described the day as "intense and full of opportunities to evaluate the different skills of the candidates." The Boot Camp not only offered talks targeted to aspiring new candidates, but also real physical competitions. Young candidates up to the challenge faced off on an obstacle course under the July sun, to demonstrate their various skills.Francesca Chicaro, Milena Nardi and Flavia Illuminati also personally met about 20 of the 120 candidates who attended the event, focusing on specific profiles such as creative, sales and production.

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The training has been launched throughout the store network to become familiar with the new brand identity

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A talk with two store managers: from

Greece to Turkey, the voice of

our colleagues

How long have you been working for Benetton?

What do you see out of your store now?

Which is your favourite item of clothing?

And the best seller in this period?

What is your secret when you talk to a customer?

What would you like to tell to your colleague

in this page?

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YUSUF KAYAStore manager - Istanbul (Turkey)

ILIANNA PETROGIANNIStore manager - Athens (Greece)

1 We are located in Ermou street,where modern commercial Athensmeets the Ancient Greece. In our shop window we see the reflection of the Kapnikarea church, the symbolic meeting point of different eras.

2 It has already been four years. I’ve worked in three different stores, facing new challenges every time.

3 Due to the hot temperatures wehave in Greece, my customers and I prefer airy dresses. Greek women opt for the long dresses, thetourists choose the short ones.

4 No one can resist a smile and apleasant gaze! But you also have to listen carefully to what customerswant, to understand their needs and help them choose correctly.

5 Positive thinking, energy and passion: this is the right attitude you have to have to be ambassadors of our Brand.

1 Our store is located in the mostpopular mall of Istanbul, surrounded byluxury brands. Looking out of our store I see people from all over the world, with a common passion for style and fashion.

2 Actually it has been 10 years: this is something to celebrate! Now I feel like part of a big family.

3 From the new F/W16 collection I especially like the “Italian Taste” theme jackets the most. Wearing them makes me feel stylish and comfortable!My best seller is the basic polo T-shirt.

4 Being sincere and acting like a styleconsultant, not only as a seller. A smileis always a good start, but then youhave to understand what the client needs and to do this I use my productknow-how and my ability of persuasion.

5 I hope that also in your beautiful country you can meet different people with very different cultures.

THE WORLD IS HERE

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Elegant and chic yet playful, this flat knit rib V-neck sweater springs to life with a subtle touch, the contrast neckline and cuff, becoming an instant Benetton icon. Ashley Tyler

Head of UCB Design

from the archive: 1973

ITALIAN STYLE

CLOTHES

This fall/winter knitwear garment, aside from the jaquard micro-pattern, stands out for its contrast neckline and cuffs. The silhouette, skinny and close fitting, also influences the fall 2016 collection garment.