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July 5, 2005
THE BENETTON GROUP
A FASHION GROUP WITH A STRONG ITALIAN CHARACTER
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 reflect in its brands: the casual United Colors of Benetton, fashion-oriented Sisley, Playlife leisurewear, and Killer Loop streetwear. The Group produces around 110 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 approximately 1.7 billion euros.
The Benetton’s commercial management has been supported by significant investment in megastores. These stores have large dimensions, their prestigious locations in historical and business centers, and by the high level of customer services they offer. The new Benetton megastores carry complete casual womenswear, menswear, childrenswear and underwear collections, as well as a wide selection of accessories, offering a full range of Benetton style and quality.
As in the case of the commercial network, a constant commitment to innovation, a crucial factor for development, has always characterized the Group’s business organization, from communication to IT, from research into new materials to integrated logistics. A high-tech facility co-ordinates the Benetton production system at Castrette (Treviso), which is one of the most advanced clothing-manufacturing complexes in the world.
Despite its global spread, the Benetton Group has maintained close relations with its local origins, primarily through cultural activities of the Fondazione Benetton Studi e Ricerche and through programs about sport. From its involvement in rugby, volleyball, and basketball, to its legendary victories in Formula One, Benetton's interpretation of game has focused, besides athletic excellence, above all on its social aspects such as meeting, sharing and physical wellbeing; all these aspects result in introducing thousands of young people every year to the world of sport.
The Group’s ability to engage with society is also evident in Fabrica, Benetton’s communication research center. Fabrica’s challenge is both an innovative and international one. It is a way of marrying culture and industry, using communications which no longer rely only on the usual forms of advertising, but transmit “industrial culture” and the company’s “intelligence” through other means: design, music, cinema, photography, publishing, Internet. Fabrica has chosen to cultivate the hidden creativity of young artists/researchers from all over the world. These artists develop concrete communication projects under the direction of some of the leading players in these areas.
Edited & Posted by the Editor | 3:00 PM | Link to this Post
