Retailing: United Colours of Benetton and H&M Hennes & Mauritz Table of Contents PART I 4 Introduction 4 Benetton Group S.P.A: A Brief Overview 5 Hennes & Mauritz: A Brief Overview 6 PESTEL Framework 6 PORTER’s five forces framework 8 Retailers Strategy 8 Targeting 10 Positioning Map 10 PART II 10 Retail Mix 10 Store Personality 15 Assessment 16 Summary of SWOT 17 Conclusion & Recommendation 18 References 20 Appendix 23 PART I Introduction The retailing industry can be highlighted as one of the dynamic industries of the world…
Some of the largest retailing companies of the world are Zara, Target corporation, Walmart, Benetton Group, Hennes & Mauritz and Inditex SA among other. However this study will only focus on the apparel retailing companies of the world. According to the reports, the global apparel retail industry was valued at $1,031.5 billion, which grew by 2 % from the previous year. In addition, the report also forecasted that the global apparel retail industry will reach $1,162.8 billion by the year 2014, which is an increase of 12.7 % from 2009 (datamonitor, 2011). Figure 1 (Source: Euromonitor, n.d.) This report will try to uncover the strategies of the cloth retailing companies. The companies chosen for this purpose are Benetton Group, and Hennes & Mauritz. The study will be divided into two parts. The primary aim of the first part is to underpin the strategy, target customers and position of these companies in the context of its competitive environment. In the second part the report will shed light on the chosen company’s implementation of retail mix in the light of its competitive surroundings. ...
is an Italy based multinational company involved in the manufacturing and marketing of fashion brand. The company was founded in the year 1965 and is currently headquartered at Ponzano Veneto, Italy. The company has presence in around 120 countries of the world and operates with 6,500 department, franchised and megastores. The stores are however managed by individual partners but the company has full control over the stores. The major products of the company are footwear, clothing and accessories. Apart from the core products, the company also offers various other useful products. The best selling brands of Benetton are Playlife, United Colours of Benetton, Sisley and Undercolors of Benetton. The brand United Colours of Benetton alone accounts for 50 % of the overall sales of the company, while the Sisley brand comprises around 15 % of the total sales (Yahoo Finance, 2012). It has employee strength of 10,000 and net revenue of 2,032 million euro. The company is listed in the Milan stock exchange. The company is considered to be the largest clothing manufacturer of Italy. The company is highly focused towards the preservation of the environment and also a responsible citizen of the society. In addition the company aims to be receptive to the current market condition, and highly attentive to the human dignity, environment and transformation of the society. Hence the company wants to contribute towards the progress of the society (Benettongroup, 2011). Some of the major competitors of the company are Inditex SA, Hennes & Mauritz and Gap Inc. Hennes & Mauritz: A Brief Overview H & M or Hennes & Mauritz AB is a Sweden based multinational company involved on the cloth retailing business. It was established on 1947 in the name of Hennes and is ...
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United Colors of Benetton do not focus on any one country or any single culture or a group of individuals when it comes to building its brand image (UNITED COLORS OF BENETTON 2011) Whatever the advertising strategy of United Colors of Benetton has been so far, it is unquestionable to doubt its success.
Hennes & Mauritz, hereafter H&M, is a well-known Swedish firm specializing in retailing and designing fashion apparels and accessories. The firm offers a variety of cosmetics, apparel, footwear, and accessories for children, teenagers, women, and men.
There is no evidence that Zara or Peacocks is seeking, currently, the same celebrity endorsement opportunities of H&M, which is generally a very expensive financial investment. However, H&M has achieved much better co-branding status among competition by using actors and other famous figures that have similar values and characteristics favourable to the youth target markets.
Involved as she was in every step of the design and production of the fashion line, M By Madonna bears the indelible mark of both H&M and Madonna.
Both H&M and Madonna have far-reaching global consumer appeal and research indicates that the said line has tremendous market potential.
The Benetton's were personally involved in the "cutting and dyeing" of sweaters produced by them. Sweaters " from a natural state were taken and dyed in bright colors" whereas their competitors first "dyed the yarn" and then made the sweaters. The Benetton's were at an advantage from using this technique since they could "produce on short notice sweaters in colors demanded by customers."
The Benetton Group is a global corporation mainly concentrated on design, manufacturing, and distribution of personal effects ranging from basic clothing, undergarments, cosmetics, shoes, and accessories like timepieces. Relentless efforts are devoted to improve economies of scale, upgrade manufacturing capabilities, and pinpoint key future trends or fads.
The release of certain information, under the 2000 Freedom of Information Act, might harm international relationships. The publication of other information might influence the conduct of talks. An instance is what transpired when Wikileaks published emails and internal memos that seemed to criticise allies of the United States.
(Youell, 2013) There are six independent brands comprises by the company: H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories. Hence, the company started to launch its collaboration clothing with designers and celebrities since 2003. The company entered
he company can be attributed to intense diversification of its operations, an aspect that has contributed immensely in reducing the risks and uncertainties associated with concentrating on a single market (Mullins & Walker 2013).
The company’s major competitors are Industria
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