What Happened to United Colors of Benetton?

Download or read book What Happened to United Colors of Benetton? written by Raffaele Filieri and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This case study analyzes the rise and fall of one of the most popular clothing brands in the world, the United Colors of Benetton. The case study reviews the story of the brand and the main events that have impacted its performance since its foundation to the present. The case study also analyzes fast-fashion companies and the reaction to the competition by Benetton, which produced a change in market orientation from being market-driving to market-driven. The Benetton Group proactively led change in the fashion retailing industry from the 1970s until approximately 2000, due to a unique brand image conferred by an innovative advertising strategy. The competition from fast-fashion companies and new online retailers and the COVID-19 pandemic have crushed the Benetton brand, forcing several shops to close. The company is kept alive by the financial resources injected by the Benetton family. Students will be asked to apply marketing strategy theory to evaluate the significance of different strategic orientations (i.e., market-driving and market-driven) on company performance over time, and specifically in the evolution of the Benetton Group.