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来自 : 天涯社区 发布时间：2021-03-26

BENETTON #61472;

COMPANY BACKGROUND
Benetton was founded as a single shop in Italy in 1965. Three years later the company expanded into France. Eventually, Benetton spread throughout Europe and by 1979 it was established in the United States. Benetton Group S.p.A is a unique global group that is a part of a larger organization known as the Edizione Holding Group. This is the holding company through which the Benetton family has ownership in many different businesses including hotels, publishing, and real estate. The Edizione Holding Group as well as the Benetton Group was founded by the Benetton family, which is made up of four siblings: Luciano, Chairman; Gilberto, Deputy Chairman and Joint Managing Director; Carlo, Director; and Giuliana, Director, who own and run the company. Luciano’s son, Alessandro, is also one of the eight Directors.

This global Benetton Group specialises in designing and manufacturing of clothing and combines this know-how with the strong identity and image of world-leading sports brands that have been incorporated through the acquisition of the Benetton Sportsystem business. These sports brand names are encompassed under the Playlife label and include Rollerblade, Killer Loop, Prince, and Nordica. The clothing sector includes casual and sportswear, consisting of the Sisley, United Colors of Benetton (UCB), and Undercolors of Benetton brands, which are mainly produced and distributed by the Automated Distribution Centre in Castrette, Italy, the factory which produces over 90 million items of clothing each year. Production facilities also exist in France and Spain. These finished and packaged products are the dominant production category for the company and are distributed directly to the Benetton Group’s 7,000 retail stores located in 120 countries, of which only 55 stores are owned by the company, with the remaining stores independently owned and operated. The second production category for Benetton comprises the sports equipment and performance-wear item and a third category encompasses items such as footwear, bags, and accessories.
PRICING AND LOGISTICS
In the mid-1990s Benetton adopted a strategy of price-reduction worldwide. The strategy was designed to enable the company to guarantee its clients an ever more suitable and competitive supply of products. Simultaneously, Benetton decreased production costs. This combination of price and cost reductions resulted in an 8 percent increase in both, items produced and sold in 1994. Benetton also has an extensive system of outlet stores in which to sell clothing at significant discounts, as a result of the price cuts.

In the late 1990s Benetton restructured its distribution network in order to implement a new system that would integrate a logistics system in which the warehouses are the system’s junction and are part of the distribution system rather than justplaces for storing facilities. The new system would eliminate fragmentation of inventories across the world by concentrating the finished goods in three sorting centres, one in the US, one in Italy and one in the Far East. The automatic distribution system handles over 30,000 packages a day and is managed by a 10-member staff, rather than a traditional system that requires a staff of 400. These new automated systems, along with the production facilities, have improved the efficiency and speed of customer service, and reduced transport costs substantially. One feature that was crucial to Benetton’s success in its early years was its advanced dyeing process, whereby the finished product could be dyed instead of dying the yarn first. As tastes in colour changed with the whims of the fashion industry, this innovative dyeing system allowed Benetton to establish a customised production system that keeps up with the latest market trends.