BUSINESS CASE BUSINESS CASE STUDY:STUDY:

THE BENETTON THE BENETTON GROUPGROUP

AN OVERVIEWAN OVERVIEW

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.

Luciano Luciano

Benetton Benetton

Born in 1935 in Treviso (Italy), Chairman, who contributed in 1965 to the launch of the activities of the Benetton Group.

Alessandro Benetton is Executive Deputy Chairman of Benetton Group.

AlessandroAlessandroBenettonBenetton

1960s The idea of color.1965s The Benetton Group is established.

1970s A business model making the difference: unique, flexible and

innovative.1980s Benetton communication campaigns:

known all over the world.1990s A global company present in 120

countries.2000s Benetton grows with the market: over 150 million garments produced every year

and distributed in around 6,000 contemporary

stores.

HEADQUARTERSHEADQUARTERS

Benetton Group's Corporate headquarters is located at Villa Minelli in Ponzano, about 30 km from Venice. Villa Minelli is a complex of sixteenth century buildings of great historical and cultural interest.

Villa Villa MinelliMinelli

Around 6,000 stores worldwideThe development of Benetton's commercial network, characterised by prestigious locations in historic and commercial centres and by the high level of customer services offered, has been supported by a major programme of investment worldwide.

STORESTORESS

DESIGNDESIGN

A staff of 300 designers from all over the world creates the collectionsThe design team is also engaged in researching new materials and creating new lines for different targets from children, men and women to expectant mothers, offering them not only practical and modern styles but also maximum comfort.

&&LOGISTICLOGISTIC

Benetton has direct control of the logistics phase for both its own manufactured and sourced products, and has invested in modelling, organization, and automation of logistic processes in order to completely integrate the entire production cycle, from client orders, to packing and delivery.

United Colors of BenettonA global brand, and one of the widely known in the world, United Colors of Benetton has an international style that combines color, quality and fashion. Each season presents the womenswear, menswear, childrenswear and underwear collections.

The brand is present in many other sectors, from the elegant accessories to the eyewear lines and perfumes, from the home collection to baby products.

BRANDSBRANDS

Is an extension of the Benetton brand, featuring underwear, beachwear and sleepwear collections, as well as accessories for women, men and children.

This is the Benetton leisurewear brand that redefines a style. With its clean and elegant collections Playlife blends an exclusive exploration of styles and

allusions and a strong sense of individuality.

This is the Group's most fashion forward brand. Sisley presents elegant and seductive collections, with special attention given to the choice of design, fabrics and new shapes.

THE BENETTON GROUP SOCIAL THE BENETTON GROUP SOCIAL AND COMMUNICATION AND COMMUNICATION

RESEARCH CENTRERESEARCH CENTREFabrica is a communication research centre

It was created in 1994 with the aim of combining culture with industry and offering young people from around the world an opportunity for creative growth and multicultural interchange. Fabrica is based in Treviso, in a complex restored and enlarged by Tadao Ando.Fabrica invites young artists/designers to its centre, offering them a one-year study grant and providing them with a professional training opportunity and a wealth of resources and relations.

financed by the Benetton Group.

AN EXPRESSION OF OUR TIMEAN EXPRESSION OF OUR TIME

The advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief that "Communication should never be commissioned from outside the company, but conceived from within its heart".Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images.

Benetton’s long journey toward its destiny as a subverter of stereotypes began with its cooperation with Oliviero Toscani.

BENETTON ADVERTISING BENETTON ADVERTISING CAMPAIGNSCAMPAIGNS

The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that

they are always a focal point of discussion and of confrontation of ideas.

Several of the communication projects created by Fabrica, Benetton’s research center have also been developed in cooperation with prestigious associations (including FAO, UNV, WFP) obtaining important acknowledgements at an international level.

A BRIDGE BETWEEN CULTURE AND SOCIETYA BRIDGE BETWEEN CULTURE AND SOCIETY

The Benetton Group has long been involved in a series of cultural, social, artistic and sporting activities. Some of these, such as the Benetton Foundation, which focuses on issues relating to the preservation and promotion of the local culture and landscape heritage, reflect the strong links which the Group has traditionally maintained with its territorial roots.

BENETTON FOUNDATIONBENETTON FOUNDATION

LELEQUE MUSEUM LELEQUE MUSEUM

The Benetton Foundation, established in 1987, promotes initiatives on both international and local levels, with the aim of safeguarding and raising awareness of natural heritage.

Under the patronage of Benetton in Patagonia, the Leleque narrates the experience of indigenous peoples and immigrants in Patagonia, the changes undergone by the societies living in the territory and the relationship between different ethnic groups. Their conflicts, beliefs, and religious rites are some of the issues approached in this long history.

PONZANO CHILDRENPONZANO CHILDREN

Benetton has always held strong links with its town of origin and was keen to offer its help in creating a children’s centre. Its purpose is to provide an essential service which will improve the quality of life and work of the Group employees, and give support to the community. The centre was designed by Alberto Campo Baeza, an internationally renowned Spanish architect.

SPORT SPONSORSHIPSPORT SPONSORSHIP

Benetton Group has for many years sponsored the Rugby, Basketball and Volleyball teams in Treviso, highlighting Benetton’s profound link with its roots. For the Group, sport and business have the same philosophy: passion, challenge, competition and results.