Benetton presents an example of how logistics is as important as style in fashion business. The company recently invested more than $160 million to streamline the supply chain of its brands. With the help of a leaner logistics, Benetton posted its best results in years in 2006. Revenues were increased by 8.4% to about $2.5 billion and net profits increased to $167 million from $150 million in 2005.
There is a growing trend among fashion companies to
improve their manufacturing and distribution processes in order to quickly respond to customer demand. High-end fashion labels such as Louis Vuitton, Gucci
and Versace have all recently revamped the functions of
purchasing supplies and delivering goods.
Benetton's Historical Evolution
Luciano Benetton, now the company's chairman, and his sister,
Giuliana Benetton, founded the company in the 1960s. In the earlier years the company sold sweaters to
Italian department stores. Over the course of time Benetton expanded by forming a retail network that operated similar to a franchise. The Benettons focused on trendy product design, marketing and advertising and the day to day retailing was left to the store
owners. In the mid 1990s, the company had gross profit margins of more
than 40%. The supply chain practices, such as global factory location, postponement by means of dyeing the sweaters in the final step of manufacturing process thereby reducing inventory and avoiding markdowns, played an important role in Benetton's success.
However, in late 1990s the profits eroded with the emergence of several rivals like Zara and H&M who had leaner operations than Benetton. During these years Benetton's retail orders plummeted leading to the closure of several stores. As an illustration, as compared to more than 600 stores in 1980s today Benetton operates around 150 stores. To counter the declining sales, Benetton bought brands such as Rollerblades, Prince and Nordica. However, the strategy failed miserably leading to a net loss of about $10.6 million in 2002.
In 2003, Benetton sold off the sporting-goods brands and hired Mr. Silvano Cassano, a former executive from Italian auto maker Fiat SpA, as chief
executive with a mandate to overhaul the company's supply chain. Under Mr. Cassano's stewardship, Benetton worked to improve its
relationship with store owners by selling them products at cheaper wholesale
prices so they could make higher profits. This hurt Benetton's own bottom line,
but the company figured it was worth it in terms of longer-term loyalty.
To offset the hit to its own profitability, Benetton outsourced
production of high-margin accessories to China. Mr. Cassano also broke up inventory
into smaller shipments that could be dispatched to stores according to the ebb
and flow of consumer demand. Today, at Benetton's warehouse near Ponzano, where
hulking cranes have been replaced by laser-guided lifts, more than 7,500 boxes
can be shipped in an hour -- four times the amount just a few years ago. The warehouse also acts as command center, directing traffic
along Benetton's world-wide distribution network, including three centers in China. Benetton can reroute merchandise as it is being shipped, if one store suddenly
needs more clothes.
Benetton now ships clothes every two weeks and has the capability of speeding up delivery to seven days, if required.
Along with the supply chain innovations, Benetton hired Vincenzo Scognamiglio (who has worked for U.S. fashion house Ralph Lauren and German based Escada) as Head designer to revive the product designs.Today, Benetton replenishes retail racks with new designs as often as once a week as compared to the earlier rare of once a month.
Benetton's future strategy is unclear. The brand's controlling family last month names former Warner Music Group Corp. executive Gerolamo Caccia Dominioni as its new CEO.
Source: Meichtry Stacy. 2007. Benetton picks up the fashion pace. Wall Street Journal, April 10.