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ARTICLE TITLE

Dapiran, Peter, "Benetton - Global logistics in action", International Journal of Physical Distribution and Logistics Management, Vol. 22, No. 6, 1992, pp. 7-11.

 

ABSTRACT

The Benetton, the Italian-based fashion designer and manufacturer, was formed in 1965, initially manufacturing for other retailers. In 1968, it opened its first 3 stores. A year later it took its first global step and opened its first retail shop outside Italy. It now has over 6,000 retail stores in more than 83 countries on every continent. Benetton's strategy is a truly global one. The same garments are sold throughout the world through the same small boutique-style shops, merchandised within strict corporate guidelines, and supported heavily with print media using identical advertisements worldwide. Benetton provides an example of an organization which has truly grasped the meaning of integrated logistics across national boundaries. Lessons to be learned from Benetton include: 1. developing a logistics vision; a complete understanding of the strategic importance of logistics to the enterprise, 2. evaluating the possibility of using the concept of postponement, 3. increasing reaction speed and reducing cycle times, and 4. developing a clear understanding of the distribution channels of which the organization is part.