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International retailing: The Benetton group (2007)

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  1. Full corporate name and location of corporate headquarters.
  2. Company history.
  3. Mission statement and strategy.
  4. Corporate culture.
  5. Analysis of the company's structure/organization.
    1. Different divisions.
    2. Different names and brands.
  6. The company's major international operations.
    1. Location.
    2. Numbers of stores.
    3. Production/distribution.
    4. Retail format.
    5. Globalization.
  7. Main competitors of Benetton.
  8. Advertising history.
  9. Cultural and social activities.
  10. Recent and projected economic trends and currents events affecting the company and the industry: France.
  11. Regulation.
  12. Future prospects.
  13. Sources.

Benetton Group is present in 120 countries around the world. The Group produces around 115 million garments every year. Its has a retail network of 5,000 stores around the world and a total turnover of 1.8 billion euro. Benetton Group's corporate headquarters is located at Villa Minelli in Ponzano, about 30 km from Venice. The villa was acquired by Benetton in 1969, from the mid 1980s Villa Minelli became the headquarter of the Group and home of all the strategic functions. Benetton has an international style that combines color, energy and practicality. United Color of Benetton is an Italian Company formed by three brothers and a sister. Luciano was in charge of marketing, Guiliana directed the design department, Gilberto administration and finance and Carlo production. Luciano Benetton lost his father in 1945 he used to sell newspaper but in the sixties he and his sister Guiliana opened a small pull-over company. In 1963 Benettons opened their own shops, creating a network of exclusive distributors and using sub-contractors.

[...] The company's major international operations Location Today, the Benetton Group is present in 120 countries around the world. Last opening: September 16th saw the inauguration of the new Benetton megastore in Paris located in one of the most beautiful historical buildings in Boulevard Haussman. In the presence of Luciano Benetton more than a thousand guests joined the celebration. Five floors of color, style and fashion provided the perfect setting for the evening. Numbers of stores 5,000 stores worldwide The development of Benetton's commercial organization has been supported by a major program of investment in megastores. [...]


[...] Motivi is a brand for Miroglio group that can create more problem to Benetton, for the similarity of the products. The biggest problem is for the Home market, Motivi in fact operate mainly in Italy. In a word they have stores in middle east and Europe H&M sell classics and basics to clothes that reflect the very latest international trends. Operating more as mass market is present in 22 countries and has more than 50.000 employees all working to the same philosophy: to provide fashion and quality at the best price. [...]


[...] Fabrica was in charge of communication Cultural and social activities The Benetton Group takes part in various cultural, social and sporting activities : Benetton Foundation was established in 1987 to promote initiatives on international and local levels in order to safeguard and raise awareness of natural heritage (landscape management, history of the Veneto region and the story of games.). It shows the strong attachment of the group for its territorial roots Pivano Library acquired by Benetton Group in 1997 : primarily dedicated to American culture and unique in Europe for its extent and its completeness The Leleque Museum in Patagonia where more than 15,000 archaeological finds narrate the history and culture of this land Strong collaboration with numerous renown international non profit organizations such as UNHCR, SOS Racisme . [...]

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