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Benetton Group

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documents in English
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case study
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5 pages
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  1. Casual wear
  2. Sport business
  3. Conventional and new networks

The Benetton Group is currently one of the world's largest garment producers and retailers. Its core business, clothing, represents more than 150 million garments every year and is selling in more than 5000 stores all over the world. This strong Italian company was born in the Treviso country in the 1960s with the idea of becoming a multinational company which is now composed of 7,000 employees and with a $2 billion turnover each year. In the 1990s, there was an emerging challenge for the Benetton Company. In fact, the globalization of the market made a cross-country homogenisation of consumers. And a new factor which is very important is that fashion is changing very fast and all clothes companies have to face and adapt to this fast change. In this context of new technological development and internalization of some operational trends, Benetton understood that the company needed a new network to be more reactive in the international market. At the same time Benetton developed a sport equipment and sport wear business.

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