Benetton In The Us

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1. Company Background Benetton is the Italys best-known mass-market fashion brand; it is famous for high quality knitwear and brightly colored casual clothing. The company was founded in 1965 in Italy and later it expanded its operations into Europe. By 1979, Benetton was established in the United States (WARC, 2008). The company is supported by other brands, such as, Sisley and Playlife. The first two brands are sold in 120 countries; Bennetton has approximately 5500 outlets worldwide, which are mostly managed by independent partners (WARC, 2008). The group has a total production of approximately 150 million clothes per year (Benetton group, 2009). Their manufacturing is organized through a network of around 20 factories that are controlled in Italy, Eastern Europe and Tunisia. The most noticeable change has been a steady removal from the US. Benetton as now has only around 150 outlets in the country, compared to 600 outlets they had in the U.S. in the mid 1980s (WARC, 2008). After hitting 2.1bn in 2001, Benetton groups revenues decreased, in 2004 they reach 1.7bn. Since this time there has been a slow and steady growth. In 2007, combined sales rose 9 percent to just under 2.1bn. Sales in Europe attain an 87 percent, while in the Americas only around 2 percent (WARC, 2008). 2. Executive Summary The Benetton group is Italys biggest clothing manufacturer, established in 1965 by the Benetton family, with presence in over 120 countries and a 5,500 store network, Benetton ins one of the major players in the clothing industry worldwide, however they have not been able to transfer this success to the U.S. market. The U.S. clothing market is an interesting opportunity for Benetton; with a value of $254 usd billion in 2006 (Euromonitor, 2007) is one of the largest worldwide. Entering the market could boost Benettons revenue significantly, currently only two

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