The Benetton experience
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 March 1993
Abstract
Gives a resume of the Benetton operation, describing how 80 per cent of Benetton retailing is franchised with the majority taking place outside Italy. Studies, in depth, the experience of one franchisee in Burnley, Lancashire, by financial analysis and a survey of customers purchasing in the store. Results show that the Benetton message is getting across to consumers; brand is associated with colour, style and fashion for which premium prices are deemed acceptable. However, while the franchiser continues to retain tight control over product range, the sales period provides the only opportunity for the franchisee to improve stock and cash control and, ultimately, to survive.
Keywords
Citation
Vignali, C., Schmidt, R.A. and Davies, B.J. (1993), "The Benetton experience", International Journal of Retail & Distribution Management, Vol. 21 No. 3. https://doi.org/10.1108/09590559310036104
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited