Business Analysis: Benetton Group S.P.A.

1 - Introduction For the purposes of this article, I chose Benetton Group S.p.A. (that company). It is an Italian company that manufactures and sells wool, cotton, fabrics, and casual wear. The Company prepares Consolidated Financial Statements (FS) based on International Financial Reporting Standards (IFRS) adopted by the European Union. Since 1989, the company is listed on the New York Stock Exchange (NYSE) and must comply with the Securities and Exchange Commission (SEC) Act of 1933 and 1934.

Benetton Group S.p.A. is one of the biggest clothing brands in Europe in 1994 and is composed of three major brands. United Colors of Benetton specializes in the largest men's and female apparel out of the three, accounting for over 60% of Benetton Group's sales. 012 United Colors of Benetton is focused on children under the age of 12, accounting for 18.5% of sales. Sisley is a group's haute couture brand, but sales are less than 12%. Benetton products are sold at more than 8,000 retail stores, but Benetton owns and operates less than 50 of these stores. Benetton used 500 subcontractors and many joint ventures for the design, assembly and packaging of Benetton's products. Through the 83 Benetton dealer network, the company can carefully watch the market and provide retailers with tips on how to sell products to consumers in a retail environment.

The Benetton group was founded in 1955 by the Benetton family in the Italian town. For years, Luciano Benetton (one of the three brothers, family sister) has developed a company that manufactures and distributes clothes, shoes, cosmetics and accessories. The major brands of the group include United Colors of Benetton, Sisley, Play Life, Nordica, Prince, Roller Blades, Killer Loops. In the field of advertising, genius representing his own name was hired by Oliviero Toscani, Benetton art director and photographer - Luciano Benetton in 1982. He is a person who develops the idea that goods must be separated from advertisements. He is famous all over the world for his unusual advertising skills and themes.

Advertisements in the Benetton group have changed the way the world views advertisements. The Benetton group uses vibration advertisements to promote their products. Benetton did not use its products for advertising but used pictures to draw attention of the audience. The slogan of the company and the company name "United Colors of Benetton" were put on the advertisement. Benetton's goal is to capture the audience with brilliant pictures that draw attention. However, the company is using this technology to ensure that viewers remember their names. This advertisement went well.