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Retailing: United Colors of Benetton and H&M Hennes & Mauritz - Essay Example

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Retailing: United Colors of Benetton and H&M Hennes & Mauritz

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 ...Show more

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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…
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