Benetton Family - 8592 Words

Company History: Benetton Group S.p.A. Company Perspectives: 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, design expertise and passion are clearly seen in the United Colors of Benetton and the more fashion-oriented Sisley brands, and in sportswear brands Playlife and Killer Loop. The Group produces over 110 million garments every year, over 90% in Europe. Key Dates: †¢ 1955: Giuliana and Luciano Benetton buy their first knitting machine and begin selling Giulianas woolen sweaters. †¢ 1965: The Benetton family forms a partnership, Maglificio di Ponzano Veneto dei Fratelli Benetton. †¢ 1972: The company introduces a new†¦show more content†¦Production at the company was also unique. In 1972 Luciano introduced a time- and money-saving production technique. By dyeing assembled garments made of unbleached wool rather than batches of yarn before knitting, manufacturing time was trimmed and Benetton could produce garments upon demand, which minimized the need to maintain an extensive inventory. To produce many sweaters at reduced cost and financial risk, Benetton took advantage of an old Italian cottage industry. Benetton farmed out labor-intensive production--knitting and sewing--to small, family-owned companies (many owned in whole, or part, by Benetton management) throughout northeast Italy. Employing advanced technology, these companies allowed Benetton to manufacture in response to increased market demand both domestically and abroad with reduced financial risk. About 80 percent of production was farmed out to 450 subcontractors who employed about 20,000 workers in the Veneto region. The remaining 20 percent of value-added, capital-intensive production--quality control and cutting and dyeing--was performed in house. By 1983 Benetton payments for contract work equaled nearly six times the labor expense for work performed in its factories, according to the Harvard School of Business. Benettons early success is attributable as much to Lucianos genius, as to the Italian and local businessShow MoreRelatedBenetton - History and Present Structure Essay3150 Words   |  13 PagesBenetton - History and Present Structure When Luciano and Giuliana Benetton, both grown up under the harsh conditions of war and post war Italy, founded Benetton group in 1965, they probably did never dream that one day their company would among the most famous in the fashion industry. Yet, 34 years later, Benetton is present in 120 countries and Edizione Holding, the holding company of the family is now making a yearly turnover of XXX billion Lira[1]. Not at leastRead MoreDual Supply Chain1824 Words   |  8 PagesIntroduction Benetton is an Italian brand created in 1965 by Benetton family. Its core business is clothing and fashion wears. The Benetton group is composed by four brands specialized in different segments: †¢ United Colors of Benetton: which is a global brand well known all around the world present in different sectors like eyes wear, perfumes, accessories and every day wear. †¢ Undercolor of Benetton: which is an extension of the united color of Benetton .this brand is specializedRead MoreBenetton Brouhaha - Is Benetton’s Approach to Advertising as Depicted in â€Å"Benetton Brouhaha† More Strategic or Structural in Nature?3761 Words   |  16 PagesMarketing 601 Assignment 1 Benetton Brouhaha Benetton Brouhaha Is Benetton’s approach to advertising as depicted in â€Å"Benetton Brouhaha† more strategic or structural in nature? The purpose of this paper is to practice critical thinking by applying elements of reasoning to the article â€Å"Benetton Brouhaha†. 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For example, â€Å"this image wasRead MoreBenettons Corporate Strategy2074 Words   |  9 PagesI. Introduction 2 II. Benetton Company 2 1. History 2 2. The company in figures 2 III. Dimension performance of the Group 3 1. Five forces framework 3 2. Holding 3 3. Corporate governance 3 4. Corporate culture 3 5. Scope of activities 3 6. Resources commitment 4 7. Corporate social responsibility stance 5 IV. Benetton competitive advantages 6 1. Value chain 6 2. Strategic capabilities 6 V. Two future scenarios 7 1. SWOT analysis and key drivers 7 2. Scenarios 7 VI. Strategic recommendationsRead MoreIntroduction Zara and Benetton are two of the most notable fashion stores in the world.2500 Words   |  10 PagesIntroduction Zara and Benetton are two of the most notable fashion stores in the world. Remarkable for its products and notable for its exceptional supply chain management. This report will discusses the supply chain management for Zara and also Benetton which will tackle the areas of supply chain and their contribution to how the company provides its products to its customers. Business Background Zara is a Spanish clothing and accessories retailer that was founded by Rosalia Mera andRead MoreA Message Without Words Essay2804 Words   |  12 Pagesof the picture ads from the Benetton advertisement images document, located in the online course shell. Assume you are the project lead at Benetton. You and your team are tasked with revitalizing a social conscious campaign to address a world issue Benetton wants to draw attention to. Craft a message for this image and its appeal to the public on behalf of Benetton. The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention toRead More Controversial Advertising Essay examples3078 Words   |  13 Pagesfirstly is necessary to formulate a working-definition of subversion, a notion that has been used in very different senses, before two example-cases of controversial advertising can be investigated. The integration of ad-alien contents within the Benetton-campaign then will be analysed as a form of aesthetic subversion to subsequently question exactly the image’s ad-alien and supposed subversive form and content. Thus, it will be shown that Benetton’s subversive potentials are overshadowed by their