“Benetton and the fast lane” is one of the real case that is informing about a textile company The United Colors of Benetton. The Benetton group has started its business in 1955 as a small business organization the owner of the company Lucianno Benetton and his family started selling colored sweaters door to door in Treviso, Italy. Over a 15-year period Benetton built up 300 affiliated but independently owned retail outlets in Italy and a factory with new methods of dye and condition wool.
The Benetton group was operating successfully and has increased its network of independent production subcontractors and distribution agents retail stores over 7000 out of which the company have owned 50 flagship stores. Over 80 percent production still takes place in Italy and the company is still 72 percent owned by the Benetton family.
Benetton does not advertise its cloths directly. Rather its advertisements are for “lifestyle”. Benetton do cutting-edge advertisements for homogenous global consumers Interested in fast cars & fast lifestyle that grabs public attention.
The company target market is uncertain globally, because in 1988 Benetton has 700 retail stores in the US but by 1995 it only has 150.
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