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    Benetton, Gilberto Benetton, Carlo Benetton and Giuliani Benetton in

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    manish yadav
    United Colors of Benetton was established in 1965 in Italy by the Benetton family as a fashion company. It began as a small sweater collection in Treviso, Italy and grew to open stores in Paris. The founders took on key roles, with Luciano acting as chairman. Today it has a network of over 5,000 stores worldwide. The logo is based on a knitting stitch symbol. The store layout guides customers through the store using lighting, signage and product displays. Benetton aims to plan for the future while being environmentally and socially responsible. It prides itself on innovation in products, retail experiences, and communication.

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    Benetton, Gilberto Benetton, Carlo Benetton and Giuliani Benetton in

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    manish yadav
    49 views3 pages
    United Colors of Benetton was established in 1965 in Italy by the Benetton family as a fashion company. It began as a small sweater collection in Treviso, Italy and grew to open stores in Paris. The founders took on key roles, with Luciano acting as chairman. Today it has a network of over 5,000 stores worldwide. The logo is based on a knitting stitch symbol. The store layout guides customers through the store using lighting, signage and product displays. Benetton aims to plan for the future while being environmentally and socially responsible. It prides itself on innovation in products, retail experiences, and communication.

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    little bit of ucb brand

    Original Title

    Report of UCB

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    United Colors of Benetton was established in 1965 in Italy by the Benetton family as a fashion company. It began as a small sweater collection in Treviso, Italy and grew to open stores in Paris. The founders took on key roles, with Luciano acting as chairman. Today it has a network of over 5,000 stores worldwide. The logo is based on a knitting stitch symbol. The store layout guides customers through the store using lighting, signage and product displays. Benetton aims to plan for the future while being environmentally and socially responsible. It prides itself on innovation in products, retail experiences, and communication.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    49 views3 pages

    Benetton, Gilberto Benetton, Carlo Benetton and Giuliani Benetton in

    Uploaded by

    manish yadav
    United Colors of Benetton was established in 1965 in Italy by the Benetton family as a fashion company. It began as a small sweater collection in Treviso, Italy and grew to open stores in Paris. The founders took on key roles, with Luciano acting as chairman. Today it has a network of over 5,000 stores worldwide. The logo is based on a knitting stitch symbol. The store layout guides customers through the store using lighting, signage and product displays. Benetton aims to plan for the future while being environmentally and socially responsible. It prides itself on innovation in products, retail experiences, and communication.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Introduction

    United Colors of Benetton was established as the Benetton Group


    S.P.A. fashion company in 1965 by three brothers and a sister named Luciano
    Benetton, Gilberto Benetton, Carlo Benetton and Giuliani Benetton in
    Belluno, Italy. Luciano worked as a salesman in Treviso and offered a small
    collection of sweaters to his customers which were well received by the locals. On
    observing the success of this collection and seeing a potential in the fashion
    industry Luciano invited his two younger brothers and his younger sister to join
    him in they formed a business entity called as “The Benetton Group”. Three
    years after their first store in Belluno they opened a store in Paris and assumed
    key positions in the organisation with Luciano acting as chairman, Carlo and
    Gilberto in charge of production and administration respectively and Giuliani
    acting as the chief designer. The logo of United Colors of Benetton is based
    knitting stitch symbol.

    Layout
    Entrance which Creates expectation and offers promises, Store front should
    entice, a single message.
    Clutter at the start can create confusion and disorientation, uncomfortable
    feeling.
    Inside the store leads the customer through the store journey using lighting,
    signage and display leads customer through path of discovery.
    Need to determine the basic layout of the store.
    Use signage to guide customers through the store and assist them in locating
    and finding info about merchandise.
    Variety of approaches used to feature specific products.

    Vision/visual Arrangement
    Benetton Group is one of the best-known fashion companies in the
    world, present in the most important markets in the world with a network
    of about 5,000 stores; a responsible group that plans for the future and
    lives in the present, with a watchful eye to the environment, to human
    dignity, and to a society in transformation.
     
    Benetton is built on innovation – seen in its bright colors, the revolution
    of the retail outlet, unique sales networks, and universal communications
    that have always been social talking points and aroused cultural debate
    – and now the firm has taken up the challenge of globalisation, with
    constant investments and a competent, flexible organisation that takes
    change in its stride.

    Selling Strategies
    United Colors of Benetton analyses the brand/company which
    covers 4Ps (Product, Price, Place, Promotion) and explains the United
    Colors of Benetton marketing strategy. There are several marketing
    strategies like product/service innovation, marketing investment,
    customer experience etc. which have helped the brand grow.
    Marketing strategy helps companies achieve business goals &
    objectives, and marketing mix (4Ps) is the widely used framework to
    define the strategies. This article elaborates the product, pricing,
    advertising & distribution strategies used by United Colors of Benetton.

    Learning
    Firstly, I would like to thank Prof. Dr. Ekta Rastogi, Marketing
    head of SRMS IBS. Apart from academics, you mentored us with such a
    great learning project. We are grateful for this golden opportunity you
    provided us and taught us that knowledge not only lies in books but also
    in retail market. After visiting the store the first thing we have learned and
    experienced is that change is must, if you want to lead. Secondly, a
    continuous learning is the essence of all success. Thirdly, if you have a
    strong conviction in your beliefs just go for it without wasting a second.

    Resource Provider – Mansoor Ahmad


    (Store manager of UCB at
    Phoenix United Mall,Lucknow)
    Contact Number - 8381809879
    Developed By- Manish Yadav

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