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
 Product Mix
Appar

Accessories
el

Adult 
Kids Under Color

Women Mama Collection Toddler Basic Collection

Eg. Jeans,
Trousers,
Skirts Men
Eg.
New Born Underwear
Shirts,
T-
Shirts,
Jeans…
Eyewear
Travel Bag

Home
Collection
Stationa
ry
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:

vWholesale
vDirect 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.
S isle y


A p la ce : Pa ris
A d a te : 1 9 6 8
A co lle ctio n : D e n im
T h a t’ s h o w th e sto ry o f th e S isle y b ra n d sta rte d ,
a b ra n d th a t, ye a r a fte r ye a r, h a s co n tin u e d to
o ffe r a n in n o va tive a p p ro a ch to fa sh io n .
 Brand Identity


Playlife
 Playlife, the Benetton contemporary brand,
has evolved from the role of individual brand
to a trademark that nurtures ideas and
experimentation.

UCB Kids
 KIDS COLLECTION


 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
 Perceptual Mapping

Mango Classy
Distinctive
Aldo Next Adidas
Armani
Madame Tommy
D&G Hilfiger Puma

Avant-Garde Sporty
Benetto
Globus n
Levis
Lee Reebok

West Side Nike

Practical
Affordable
 Perceptual
map(Internal)
Classy
Distinctive
Playlife

Sisley

Avant-garde Sporty

U.C.B

Undercolor

Practical
Affordable
References

 WWW.benetton.com
 http://press.benettongroup.com/ben_en/abo

Thank You!!!


Guided By: Mr. Deepak Ratan, IPS

Director
NIFT BHOPAL

Presented By:

Abhijit Banik
Akanksha Singh
Alka Yadav
Angad Singh Anand
Anjali Sharma