RECOMMENDATIONS
Recommendations that I have are:
? Keep marketing intensively worldwide, especially in USA region.
? Innovate more in all the areas, especially in production and marketing.
? Think Global, and that Benetton’s customers are Homogeneous and world is becoming more Globalize.
? Finally look for workforce diversity.
Famous for its shocking advertisements, Benetton started in 1955 as a small business. Luciano Benetton and his family started selling colored sweaters door to door in Treviso, Italy. Over the time a regional network of friends, and agents set up a closely monitored set of distinctive retail outlets. Over 15 years period Benetton built up 300 affiliated but independent owned outlets in Italy and a factory for coming up with new methods of dyeing and conditioning wool.
Today, the Benetton Group is present in 120 countries around the world. Its core business is clothing: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, fashion oriented Sisley, Playlife leisurewear and Killer Loop streetwear. The Group produces around 150 million garments every year. Its retail network of 5,000 contemporary stores around the world offers high quality customer services and generates a total turnover of over 1.9 billion euro.
HISTORY
The career began in 1955 when Luciano Benetton, the eldest of four children, was only 20 years old and working as a salesman in Treviso. He saw sales for colorful clothes. He sold a younger brother's bicycle in order to buy the first second-hand knitting machine, and began to market a small collection of sweaters to local stores in the area of Veneto. T ...