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