Founded by the Benetton family in the 1960s, Benetton is one of the largest garment retailers, with stores which bear its name located in almost all parts of the world.. It could be interesting to analyse the technical development of such an important company going through the different theories of technology.
Concerning the technological approach to the activity that Benetton carries on inside its group, the Company adopted a not fully integrated system: not all the activities, namely the technologies, are held "in-house".
First of all Benetton purchase the principal raw materials (wool, raw cotton, yarn, cloth and denim fabrics) from its supply chain. Even if the Company doesn't seek formal, long-term contracts with its suppliers, it has not experienced interruptions in supply that have had material impact on its activity.
From 2005 the textile segment has been made up of 2 companies, transforming raw materials into fabrics, from spinning to finishing and ennobling. Handicraft product quality and technological research development characterize this business segment which works with internationally recognized names of the apparel and fashion industry.
Benetton does manufacture much of its production itself, producing in its own factory, but on its supply side the Company also relies heavily on contractors'. Contractors are owned or part-owned companies that provide services to the Benetton factories by knitting and assembling Benetton's garments. These contractors, in turn, use the services of sub-contractors to perform some of the manufacturing tasks. At the moment Benetton has 22 factories operating, 15 of which are located in Italy and one each in Spain, Croatia, India, Portugal, Tunisia, Slovakia and Hungary. The Company utilizes almost 900 subcontractors in Italy to perform one or more steps in the production process.
The Company's manufacturing processes utilize modern technology and automatization to reduce costs and accelerate its execution. In addition the "contractor system" allows Benetton to keep its production costs significantly below some of its competitors because the small supply companies have lower costs themselves. Secondly, Benetton is able to allay the effects of the demand fluctuations: in fact the Company can adjust its supply chain, absorbing so all the changes without feeling the full effect.
Before the production processes, Benetton performs an exceptional product design through a staff of 300 designers from all over the world, that creates the collections for the casual brands United Colors of Benetton, Undercolors, Sisley and for Playlife leisure wear and Killer Loop streetwear brands. Benetton aims to offer products characterized by their creative use of exclusive designs.
The company has a very good inventory control system. After they are able to locate good quality suppliers that are able to meet the demand of the company, they then strive to maintain those relationships. They have systems in place to forecast their future needs and then have set out to be able to maintain a supply on-site so they can meet the demands and not run out of the product. They also need to make sure that they are able to store the materials so that they are able to maintain the quality that the company needs.
It is found that there was not a common approach utilized in managing company’s lineup of sporting goods prior to restructuring started in 2005. Although Adidas has diversified in the sporting industry, the company still failed to realize resources fit within the business segments. Furthermore, there are integration problems between Adidas athletic footwear business unit with Salomon’s business units. As the business segments are too diverse, different raw materials and labors as well as processes are required to develop products that did not allow company to capitalize on any value chain. In serving different needs throughout the diversification, the three business segments made with different product mix has faced problems to cross promote the merchandise. In addition, through the varied demands of each business segment, there are no economie...
Most of Givenchy’s collections produced and designed in Italy and produced in France by apparel manufacturer Bidermann. His designs of junior sportswear that was made by American manufactures with American fabrics.
In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308).
The Boston matrix can be tailored to Benetton to demonstrate how Market share can be gained by investment in marketing, Market share gains will always generate cash surpluses in the company, Cash surpluses will be generated when the product is in the maturity stage of the life cycle, The best opportunity to build a dominant market position is during the growth phase. The 4 categorise can could help Benetton be more successful in creating a better market share and growth.
The strengths of the book come from its’ accessibility. The book is easy to follow and provides readers with a great deal of information about the production of mass-manufactured clothing. As well as brings awareness to its’ many issues which we inadvertently take part in when we purchase such products. The book is well written and thoroughly researched but does have its’ share of weaknesses.
This implies Primark is not rely on one particular supplier. The company is capable switch to another supplier easily if the costs increase. Hence, Primark can control the costs as well as improve its margins in the long term.
Weaving is a common thread among cultures around the world. Weaving is a way of producing cloth or textile. Today we have machines that weave large-scale textiles at cheap prices. Production of cloth by hand is rarely engaged in today’s Westernized societies. Not many people are thinking about how the fibers are actually constructed to make their clothes. However, in other cultures across the world the tradition of weaving still exists. By comparing three cultures that continue weaving as a part of their tradition we can see similarities and the differences between them. The reasons that each culture still weaves vary, as do the methods and materials. The desired characteristics of the cloth also vary around the world as each culture values different aesthetics.
There are two types of wearers of fashion in this world. Simply put, there are those who just don 't care and those who do. Those who don’t care dress to fit their needs with little to no concern of how their garments came to be. Now, those who care have concerns about how the garments they wear were created and if it helped or hindered the environment. They monitor what the processes were to create the garments and the resources and materials used within them. Fashion brands have sensed that this group of caring wearing have become a new trend within the industry. As a result, many major brands have started to become more social responsible. Of brands, the most recent and noted changes are from Adidas. In Adidas ' efforts to support the theme of sustainability they have shifted their manufacturing methods, upgraded their brand image, and altered their distribution methods. These efforts have allowed the reputation of the Adidas brand to take a meaningful shift!
One of the most negative issues that surround Benetton’s past was its association with Rana Plaza building . Rana Plaza was one of the buildings where Benetton manufactured its apparels . On April 24 of 2013 , the building collapsed with over a thousand people forced to work inside. Over1,100 people died due to its illegal construction. Benetton denied to pay compensation , declaring that ‘’ none of the companies involved are suppliers to Benetton Group or any of its brands’’ Benetton’s unethical
Fashion has been around ever since ancient times, since the time of the Romans, it survived the world wars and is yet today a business with rapid changes. Fashion started off as an art form, a way for the riches to show their social status with unique and innovative designs that only they could afford. It was a way to separate the social classes of the society. In this paper I will include the creator of haute couture, and how the following designers developed couture, as well as having leading names in today’s ready-to-wear industry. The list is long, but I chose to focus on the three most important designers of the modern fashion industry.
Over shadowing functionality, fashion is human’s next need for embellishment, followed by power or status.“Fashion is, in many ways, like a river.” -Elaine Stone. It is constantly moving forward and changing. Consequently, fueling the fashion business and allowing it to prosper.In other words if there is no change, then there will be no fashion, thus no bussiness. Over the decades millions of brands and designers have been trying to adapt to the rapid and ongoing change in fashion. Those who fail to attune with constant change tend to correlate to failure in business. However, those who do adapt to constant change in fashion have the tendency to succeed in business. Three distinct trend setting designers that have successfully adapted to change are Burberry, Vera Wang and Chanel.
Fast Fashion may be the most significant disruptive in the retail industry today. Troublesome novelties, or product or services, that alter an prevailing market by presenting minimalism, suitability, convenience and affordability, have the most positive influence on a company. Because fashion is ever changing and technology is always evolving the amount of production time it takes for something to be manufactured
In conclusion, the research has realized that sustainable fashion is among the developing project perspective and movement of sustainability. The project has the main goal of establishing an arrangement, which can be continued for the foreseeable future in terms of conservationism and social liability. It was noted that all the products made are developed with much consideration to the environmental and social influence all through its overall lifetime encompassing its carbon imprint. The research went further in discussing some components of sustainable fashion including fibre, which includes the employment of ecologically friendly resources such as bamboo, organic carbon as well as hemp. Accordingly, some benefits were provided to show how vital sustainable fashion is to the producer, consumer, and to the environment. However, despite all these, there are some challenges that
The society is the main target of the fashion industry. The need of an identity is what brings them to the fashion world. Well-known designers use their positions in the fashion industry to promote certain conceptions such as identity questions, sexuality, distribution of power, and formation of various social and cultural discourses. (Lalovic, 2013) Most people find themselves in wearing what they want to be able to express their feelings or show their personalities. The trends are getting into the way because most people choose quantity over quality. (Zegheanu, 2014) But there are designers whose goals are to design clothes for consumers to look good and make them feel distinctive. For example, in Australia they have a law called Designs act 2003 which states designs cannot be the same or substantially similar to a design that has already been produced even if the design is just a sketch. (“Designs for fashion”, 2015) The technology is another great factor in terms of helping the fashion industry. With these two combined, designers will be able to create new masterpieces that the society never imagined to happen. (“How Fashion And Technology Impact Each Other”, 2013) With fashion involved, IT companies can actually gain a lot in the long term process. One example is, for every $1 million a company invests in fashionable technologies, the CEO would typically reap around $45,000 in the next year. IT companies who engage with the fashion industry can bring short-term social approval to companies and their chief executives, which will become a long term success for them. (Wang, 2010) To end this, fashion depends greatly on society and technology, but it also leaves a great impact on these two