46668235 Final Document Benetton
Transcript of 46668235 Final Document Benetton
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AIM
An analysis on market opportunity for Benetton for coming up with a
separate fashion accessories brand called BENETTON BLING
Objectives:
y To briefly study the Benetton group
y To analyze the factors influencing consumer preferences in regard to accessorypurchase in India.
y To suggest recommendations to facilitate success of Benetton bling
OVERVIEW OF THE APPAREL INDUSTRY
The Indian apparel industry is one of the major sectors of the Indian economy due to the
huge amount of investment, earning of revenues, generation of employment and trade.
The numberof apparel and fashion manufacturing units in India are approximately 30,000
and this sector has around 3 million people working under it. It is also a major earnerof
foreign exchange for the economy. The major features of the Indian apparel industry are a
huge product variety, short product lifecycle, unpredictable demand and a long supply
process. In recent years, the industry has seen a considerable consolidation in retail and an
increased use of e-commerce. The important segments that come under the apparel
industry include clothing for men, women and kids, wedding wear for brides and grooms
and intimate apparel.
There is also a vast apparel wholesale distribution network in India. The major channels
of distribution for apparel include brick and mortar, catalogue and internet. The market
shares of the different channels are:
CategorySales $Billion
Market Share(%)
Brick and
Mortar169.256 92.9
Catalog 7.177 3.9
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Online/
Internet5,873 3.2
Total 182.306 100.00
The global textile and apparel industry in total stood at $550 billion in 2007, out of which,
the Indian textile and apparel industry stood at $52.5 billion in 2007. The industry is
expected to grow to $805 billion by 2015. In India, about $32 billion is used in the
domestic market and the rest $20.5 billion is used for exports. About seven markets
account for 75% of the textile and apparel export, the US market being the largest at 32%
of the 75%.
Since 2008, recession and the global economic slow down have been effecting the Indian
apparel industry. The exports have also seen a decline due to this. However, it will soon
emerge from this down turn.
http://www.eworldtradefair.com/indian-apparel-industry-a56.html
http://www.fashionproducts.com/fashion-apparel-overview.html#io
http://www.business-standard.com/india/news/kit-indias-textileapparel-industry/345936/
BENETTON GROUP
TypePublic (NYSE: BNG)
Founded Treviso, Italy (1965)
Headquarters Villa Minelli, Ponzano
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Key people
Luciano Benetton, Chairman
Giuliana Benetton, Director
Gilberto Benetton, Director
Carlo Benetton, Deputy Chairman
Industry Clothing
Products Complete list of benetton brands
Revenue 1,8 billion (2005)
Employees 7,987 (2005)
Website www.benettongroup.com
Benetton Group is a global fashion brand, based in Treviso, Italy. The namecomes from the Benetton family who founded the company in 1965. BenettonGroup is listed in Milan. Benetton has a networkof around 6,000 stores in 120countries. The stores are managed by independent partners and generate a total
Around 6,000 stores worldwide:
The development of Benetton's commercial network, characterised by prestigious
locations in historic and commercial centres and by the high level of customer services offered,
has been supported by a major programme of investment worldwide.
The Benetton stores carry complete collections, as well as a wide selection of accessories,
offering a full range of Benetton style and quality.
DESIGN:
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A staffof 300 designers from all over the world creates the collections for the casual United
Colors of Benetton, the glamouroriented Sisley, the leisurewear brand Playlife. The design team
is also engaged in researching new materials and creating new lines for different targets from
children, men and women to expectant mothers, offering them not only practical and modern
styles but also maximum comfort.
The result is the latest trends in design and a rich output of many models a year which are
realized with computer assisted design systems fully integrated with the rest of the company's
production phases.
PRODUCTION:
Consistently high quality is one of the fundamental characteristics of the Benetton
production process from the raw materials to the finished garment.
A constant commitment to innovation, a crucial factor for development, has always
characterized the Groups business organization, from communication to IT, from research into
new materials to integrated logistics. Special attention is given to innovation in production,
where all systems and equipment are constantly renewed.
The Benetton production system, co-ordinated by a high-tech facility at Castrette (Italy)
is capable of turning out over 150 million garments every year.
LOGISTICS:
Benetton has direct control of the logistics phase for both own manufactured and sourced
pro
ducts, and has invested in mo
delling,o
rganizatio
n, and auto
matio
no
f lo
gistic pro
cesses inorder to completely integrate the entire production cycle, from client orders, to packing anddelivery.
Automated Sorting System
The state-of-the-art logistics operation at Castrette (Italy) has a fullyautomated innovative sorting system, whose propulsion is based on electromagnetic fields,capable of handling individual orders for around 6,000 Benetton shops worldwide.
Folded and hanging garments are automatically sorted, packed
into boxes and sent through a one-kilometer tunnel to theAutomated Distribution Center.
automated distribution centerThe Automated Distribution Center covers an area of 30,000square meters, with a total capacity of 800,000 boxes, and is ableto handle 120,000 incoming/outgoing boxes daily with a
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workforce ofonly 28.
The finished product is sent directly to the Group's around 6,000retail outlets in 120 countries worldwide.
BRANDS:
United Colors of Benetton:
A global brand, and one of the most well known in the world, United Colors of Benetton
has an international style that combines color, quality and fashion. Each season the womenswear,
menswear, childrenswear and underwear collections offer a total look for everyday, for work and
for leisure, in the city and outdoors. The Benetton Baby label is a new product line dedicated to
the prenatal and the under-fives world.
The brand is present in many other sectors, from the elegant accessories to the eyewear
lines and perfumes, from the home collection to baby products. The above products are available
in selected specialized shops worldwide.
Undercolors of Benetton :
This is an extension of the Benetton brand, featuring underwear, beachwear and
sleepwear collections, as well as accessories for women, men and children.
A wide selection of recurring basic colors is enriched every season with the latest trends.
Undercolors is available in its own chain of stores which now has more than 500 locations in
thirty countries and in selected Benetton Shops.
Sisley:
This is the Group's most fashion forward brand. Sisley presents elegant and seductive
collections, with special attention given to the choice of design, fabrics and new shapes. Its
creative artists and independent sales teams concentrate their efforts on its image and on strong-
impact advertising campaigns. The brand has created the very fashionable Sisley Young line for
children from 8 to 12 years old.
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MERCHANDISE MIX:
The breadth and depth of the products carried by retailers is called as merchandise mix.
This is also known as Product Assortment.
United Colors Of Benetton: Merchandise Assortment
ADULT :
Woman And Man:
United Colors of Benetton chooses a keyword for the Autumn/Winter 2010-11 collection:freedom, a clear and simple word with many meanings. In this case, the freedom we allowourselves when choosing our look every-day.
United Colors of Benetton has always followed this principle and offers even greater
freedom of choice for the new winter season.
Accessories:
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The Autumn/Winter 2010-11 United Colors of Benetton accessories and footwearcollection explores new frontiers of in terms of shape, material and colour.
KID:
Mamma:
Future mums will enjoy an A/W collection from United Colors of Benetton thats big oncomfort and full of the new seasons trends.
Baby (0-1 year):
United Colors of Benetton chooses a romantic, natural mood for the new borns of theA/W 2010-11 season. Soft fabrics and light, pastel colours combine with prints and drawings towarm the winter days.
Toddler (1-5 years):
In A/W 2010-11 United Colors of Benetton takes the smallest children by the hand andaccompanies them in their new adventures and earliest discoveries.
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Kid And Tween (6-12 years):
For the girls, United Colors of Benetton have created an imaginary tour around the world,proposing places and moods that evoke the new looks of the A/W 2010-11 season. For the boys,its all about the American way of life.
UNDERCOLORS:
Strong Appeal: A touch of provocative sensuality lets us play with lace, sheer fabrics,
transparencies and softness. Silk and cotton bring sophistication to homewear ideas.
Underwear:
The Undercolors of Benetton winter season opens with a cosy, supremely comfortablecollection and a skilful use of every kind of cotton. New features include a greater numberof
organic cotton jersey articles; a special focus on the brands DNA (with a logo print motif inbright colours); and a new bra designed especially for teens.
Basic:
Undercolors of Benetton always dedicates special attention to its underwear proposals,even those that are commonly defined as basic, but whose simplicity, clean lines and colourpalette make them indispensable. In fact, in a colour palette limited to white, black and fleshtone, a small world of bras, panties, culottes, brassieres, tops and slips has been created.
FACTORS AFFECTING COSTS
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The BENETTON Group has grown massively in the past years. The company has incurred
many costs to achieve this position in the apparel industry. Some of the factors affecting its
costs are as follows:
GROWTH AND EXPANSION - The growth and expansion strategy is one of the
major reasons for the increase in fixed and operation costs for BENETTON. To increase
the market share and to strengthen its image, BENETTON has made huge investments to
open up retail stores to sell its products through directly-owned retail stores rather than
the traditional method of franchise stores that the group used. The Group operates more
than 280 wholly-owned shops in different locations which have led to an increase in the
costs. With this respect, the increasing property rental costs are also applicable. Also
these investments expose Benetton to an additional risk that some of the chosen locations
may turn out to be inadequate because of changes in the areas demand scenario, its
demographic profile or the location of shopping districts.
http://sec.edgar-online.com/benetton-group-spa/20-f-annual-and-transition-report-foreign-private-issuer/2004/06/30/section7.aspx
COSTS OF RAW MATERIAL - Raw material is one of the major components that
add to the costs ofThe Benetton Group. With the fluctuations in prices of raw materials
like fabric, threads, buttons, zips etc, the costs also fluctuate.
QUALITY CONTROL SYSTEM - Due to strict quality checks, lot of wastage such
as rejection of apparel due to non-accurate colours, unused bulkorders etc takes place.
This wastage adds on to the costs to a great extent.
INFLATION - Inflation and increasing prices of basic amenities used in the factory
such as gas, water, electricity and other basic expenses such as transportation costs,
labour costs, upgradation of technology which is required at short intervals in this techno
savvy world etc contribute to the increase in costs of benetton. Due to shortage of labour
and increase in work load, the employees ask for more salaries and incentives which lead
to increased costs for the company.
FOREIGN EXCHANGE RATE FLUCTUATIONS - Sales and operating income
of benetton may be influenced by foreign exchange rate, appreciation of euro, interest
rate fluctuations, foreign exchange rate fluctuations in the sale currencies, which in turn
causes an impact on the prices of products sold, the cost of sales, and operating income.
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Foreign currency exchange rate variations against the euro may have a negative effect on
sales, operating results, and the international competitiveness of the production facilities
of various business units. Since benetton makes use of hedging in order to manage
currency exposure, the strategies adopted may not be sufficient to protect income from
the negative effects of future fluctuations. It also holds assets and liabilities which are
sensitive to interest rate variations and are necessary in managing liquidity and financial
needs. These assets and liabilities are exposed to interest rate risk, which is, at times,
managed through the use of derivative financial instruments.
http://sec.edgar-online.com/benetton -group-spa/20-f-annual-and-transition-report-foreign-private-issuer/2004/06/30/section7.aspx
OTHER FACTOTRS- Other financial expenses such as loans and interest payable,
and a few political decisions of any increase in tax etc., leads to an automatic increase in
the indirect costs of the company.
http://www.coursework.info/AS_and_A_Level/Business_Studies/Marketing___Research/
Factors_affecting_Supply_and_Demand_L46386.html
MANUFACTURING
Benetton entered India with a 50:50 joint venture with the DCM Group in the year 1991-92, and
now since the past 5 years, it operates as a wholly owned subsidiary of the Benetton Group, Italy.
Besides retailing,Benetton India has also started a manufacturing unit in Gurgaon where almost
50% of the garments required in India are manufactured. The remaining products required for the
Indian market are outsourced from other parts of India like Ludhiana, Delhi, Bangalore, Chennai,
and Nepal and Benetton International through contract manufacturing. The designs manufactured
are selected from the global collection create by the product design and development team based
in Italy.
Manufacturing in India has given Benetton many benefits such as low cost labour, lower
production costs from suppliers which led to a cut in prices of benetton products by almost 20%.
Also Asian fabrics are cheaper and thus, reduce the cost of apparel manufactured in India.
Another benefit is that India made products will attract lower tariffs.
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Therefore, there is an increased emphasis on making India an outsourcing hub for Benetton
globally, along with China. Production plans for India were in excess of 6 million units by 2007
which have exceeded now.
OPERATIONS
Supply Flexibility
Benetton's industrial set-up is based on a double supply chain, which is a better measured and
more efficient one, based on a logical sequence of activities for minimizing costs. It is a more
rapid system with better response capabilities as its an integrated planning system that optimizes
in parallel the activities of R&D, product design, production and sales.
A balance between the twin tracks of activities makes the supply system flexible and provides
the required support for the large expected growth in production from the current level of around
150 million items that Benetton may face soon.
The major functions of the dual supply system like design, planning, coordination and
programming are maintained in Italy. It focuses on rapid response to the market, while looking
outside Italy for a proper combination of product quality, efficiency, and the necessary cost
control.
The Production Planning Office prepares forecasts of market dynamics, and makes it possible to
anticipate and decrease production times in order to respond to the needs of the target market in a
timely manner.
http://investors.benettongroup.com/phoenix.zhtml?c=114079&p=irol-
VCOperationsSupplyFlexibility
Integrated Planning: The Dual Supply Chain
Industrial Flexibility
The production system of Benetton operates in Italy, Eastern Europe, the Mediterranean region,
and transitional Asian markets, such as India and China.
During the past few years, most of the investments were allocated towards the managerial
independence of production centers in Croatia, Tunisia, and Hungary, which operate complete
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production cycles (from raw materials to finished product), and on quality control systems to
meet the strict benetton Group quality standards.
The operational work of the benetton Group relies on the outsourcing of the labor-intensive
phases of production, such as tailoring, finishing, and ironing, to small and midsize enterprises
(SMEs) which is directly controlled by the Italian and foreign production sites. Whereas, the
strategic activities and operations that require heavy automations like dyeing, weaving etc, and
quality controls are done in-house.
http://investors.benettongroup.com/phoenix.zhtml?c=114079&p=irol-
VCOperationsIndustrialFlexibility
Benetton on the stock market
Most of the trading in Benetton ordinary shares during 2009 took place on the Italian Stock
Exchange, run by Borsa Italiana S.p.A.; Benetton also quotes and trades its American Depositary
Receipts (ADR) in the international OTCQX system, allowing American investors to have
constant access to the Group's latest news and information.
The Group capitalized at Euro 1.075 billion at December 31, 2009.
Between the end of 2008 and end of 2009, the Benetton stock had an average price of Euro 6.12,
reporting a high of Euro 7.55 on October 8 and a low of Euro 4.42 on March 5.
An average of approximately 280,000 shares were traded each day.
The Group's Investor Relations office ensured that the financial markets were kept constantly
and promptly informed over the course of 2009; IR activities were structured in an organized,
proactive fashion that fostered understanding of the business's dynamics and interaction with the
markets concerned.
The channels of communication with the Group's shareholders and investors were kept
constantly open, through conference calls, video conference calls, face-to-face presentations,
participation in roadshows, presentations at broker conferences, company visits, presentation of
the collections and in-store visits.
Communication activities involved not only shareholders and investors on the major financial
markets, but also potential new investors with investment profiles matching the Group's
structural characteristics and strategic outlook.
The Investor Relations website, which publishes details of Benettons latest share price on the
Milan market and the presentations of the Group's quarterly results, was updated in 2009, with
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particular attention to revising the section on brands in order to communicate transparently the
changes in the identity of the Group's brands both in product style and image.
The descriptions contained in the Operations, Commercial and Communications sections were
also updated to reflect the Group's constant policy of renewal in the face of market change.
Additional services and information are available at www.benettongroup.com/investors.
2005-2009 dividend per share performance (euro)
BENETTON : SWOT ANALYSIS
Strengths:
y Benetton Group is a world leader in the design, manufacture and marketing of distinctive
casual apparel for men, women, and children.
y Benetton is well known around the world; it has a good image and a good reputation
through the 120 countries they are selling in. The Group's commercial networkof 7,000
retail outlets around the world is increasingly focused on large floor-space mega stores
offering high quality customer services.
y Benetton is traditionally known for knitwear and casual clothing in a wide array of
colors, featuring fashionable Italian design and projecting a youthful image.
y Benetton clothes are high quality products usually made of wool.
y Benetton is active in the sportswear and sports equipment sector with brands such as
Prince, Rollerblade, Nordica, Kstle, Killer Loop and Ektelon.
y Benetton licenses its trademarks for products manufactured and sold by others, including
fragrances and cosmetics, watches, sunglasses and other fashion accessories, which
complement its product lines.
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y After competing for more than 10 years in the Formula One championship, Benetton
decided to pull out in March of a sport now dominated by the large car manufacturers.
Benetton had entered the costly Formula One sport to promote its clothes in the world
market. But it felt the costs of competing in Formula One were no longer justified in
terms of the marketing value for the group. Benetton made a net gain of $82.4 million
that represents a 147 percent rise in first-half net profits.
y Benetton has its own communication research and development center: Fabrica.
It has a pluralistic view on things that is guaranteed by the mixof young people
from countries with different languages, cultures, and attitudes. They workon
projects that include fashion, interiors, industrial design, and cinema.
y Colors is a bimonthly magazine that talks to young people all around the world, and is in
50 co
untries.T
hey have seven editio
ns published in eight languages, and a Internet sitethat has won a record numberof hits and critical acclaim.
Weaknesses:
y Because of its controversial way to advertise, Benetton retailers may terminate their
contract anytime because they dont want to lose customers.
y In the United States, Benetton is only retailed by Sears who is not very well know for the
quality of its products, so people associate Benetton with low quality products.
y
In Europe, Benetton products are expensive which gives opportunities to manycompetitors who provide lower prices for the same quality.
y Benetton, as its spread all over the world, doesnt have a new geographical market to get
in, except the United States.
Opportunities:
y Benetton does not have a lot of market shares in the United States, so it can improve its
position in that market.
y As Benetton is diversifying, it allows the company to compete on several markets and it
makes Benetton less sensitive in regards of the fluctuating economy.
Threats:
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y The clothing market is getting saturated and the competition is getting tougher and
tougher (GAP, Old Navy, Ralph Lauren, Tommy Hillfiger, Calvin Klein, Nautica,
Abercrombie).
COMPETITOR ANALYSIS
y Benetton mainly operates in the apparel sector, which is a highly competitive
industry with respect to production, distribution and sales. There is a lot of
diversity in competition ranging from local, national and global department stores,
specialized retailers, independent retailers and manufacturing companies. In India,
the major competitors of Benetton include Mango, FCUK, Guess,
Promod, Westside, etc. The company faces a lot of competition internationally as
well from brands like Gap, H&M etc. The competition in the industry has
increased in the last few years, owing to the entry of foreign brands into the
Indian market, and thus low cost production plays a key role. Apart from
competition for sales, the companies also compete for significant store
locations. The intensity of competition also puts a price pressure onto theoperating companies in the industry or could lead to a loss in market share.
y http://www.slideshare.net/haughtynarcissist/consumer-research-for-united-colors-of-
benetton
MANGO
Mango clothing company is a worldwide famous manufacturer and distributor, specializing in
wo
men's and men's apparel and accesso
ries. Mango
clo
thing brand MNG was fo
unded in 1984and has become one of the leaders in retail sales. Mango retail stores are based in big city
shopping malls and on shopping streets. Mango (MNG) is a Spanish company which is based in
Barcelona but which has expanded toover 92 countries with more than 1000 shops; and with
further expansion planned.
http://www.modernights.com/shop/mango/
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GUESS
Guess? Inc. The Group's principal activities are to design, market, distribute and license lifestyle
collections of casual apparel and accessories for men, women and children that reflect the
American lifestyle and European fashion. The Group operates through the following divisions:
Retail, European, Wholesale and Licensing. The Group also grants licenses to manufacture and
distribute products, which complement its apparel lines. Its products include collections of denim
and cotton clothing, including jeans, pants, overalls, skirts, dresses, shorts, blouses, shirts,
jackets, and knitwear. The company also grants licenses to manufacture and distribute various
pro
ducts, including eyewear, watches, handbags, foo
twear, kids and infants apparel, leatherapparel, swimwear, fragrance, jewelry, and other fashion accessories. It sells its products through
its own stores, a networkof wholesale accounts, and the Internet.
http://wrightreports.ecnext.com/coms2/reportdesc_COMPANY_401617105http://www.linkedin.com/companies/guess
GAP
The Gap, Inc is American clothing and accessories retailer based in San Francisco California,
and fo
unded in1969.T
he co
mpany has five primary brands: the namesake Gap banner, BananaRepublic, Old Navy, Piperlime and Athleta. Gap, Inc. remains the largest specialty apparel
retailer in U.S., though it has recently been surpassed by the Spanish-based Inditex Group as the
worlds largest apparel retailer. Gap Inc. is one of the worlds largest specialty apparel retailers,
with more than 3,100 stores and fiscal 2008 revenues of $14.5 billion.
http://www.gapinc.com/public/About/about.shtml
http://en.wikipedia.org/wiki/Gap_(clothing_retailer)
ESPRIT
Esprit is an international youthful lifestyle brand offering smart, affordable luxury and bringing
newness and style to life. The Group offers 12 product lines encompassing womens wear, mens
wear, kids wear, edc youth as well as shoes and accessories through over 640 directly managed
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retail stores and over 12,000 wholesale points-of-sale worldwide, occupying over 817,000 square
metres directly managed retail space in more than 40 countries.
http://www.esprit.com/index.php?command=Display&navi_id=50
INDIA FASHION ACCESSORIES INDUSTRY
India is world-renowned for exquisitely designed fashion accessories that are available in avariety of modern and traditional styles. Most models feature a distinct flavor that is unique tothe country.
The industry constitutes roughly 6,000 enterprises that benefit from a plentiful supply of rawmaterials sourced from numerous cities and states nationwide. This key advantage has propelledIndia to become a leading manufacturing hub for different types of fashion accessories.
This report focuses on the main types of fashion accessories exported from India jewelry,fashion bags, wallets, head and neckwear, and belts.
This India Sourcing Report is part of the Developing Country Sourcing Report series designed toprovide buyers with information on new products from export manufacturers in Southeast Asiathat specialize in hand-made merchandise.
What you'll get In-depth profiles of 18 major suppliers with a comprehensive look at their product and pricingstrategy, manufacturing and export capability, verified contact details, and more thisinformation is not available anywhere else 159 full-color images that depict popular garment export models, complete with productdescriptions, prices, minimum order requirements and delivery times Verified supplier contact details of an additional 9 exporters, including names, e-mails,telephone numbers, websites and key products Supplier information in tabular format to help you compare suppliers at a glance Results of the custom-designed supplier survey, which forecasts industry trends for the next 12months An extensive overview of the industry discussing the main challenges facing suppliers An in-depth examination of the supplier base highlighting key characteristics of the different
types of companies Details of the primary production centers An update of the latest trends in design, R&D, materials and components A review of the key factors that influence the price and quality of low-end, midrange and high-end products Comprehensive pricing tables featuring export price ranges
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INDUSTRY ANALYSIS
MERITS OF FASHION ACCESSORIES BEING OFFERED BY BRANDED
RETAILERS
Name and reputation
Reputed stores comply with ethical regulations
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Quality assurance
ACCESSORIZE , MISS JO , ALDO ACCESSORIES ARE FEW OF THE
EXISTING COMPETITORS
BENETTON BLING MERCHANDIZE MIX CONSISTING OF
y Fashion jewellery (women)
y Scarves and stoles
y Bags n wallets
y Time wear
y Eye wear
RESEARCH METHODOLOGY
REASEARCH DESIGN
- Exploratory and analytical research
SAMPLING TECHNIQUE
- judgmental sampling
SAMPLE SIZE
- 90
DATA COLLECTION
- Primary data : QUESTIONNAIRE
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QUESTIONNAIRE
We are the students of Pearl Academy of Fashion. This survey is being conducted as a part of
our curriculum. Your support will be highly appreciated.
QI.Are you brand conscious while buying fashion accessories?
Yes No
QII.How often do you buy a fashion accessory (fashion
jewellery,bags,wallet,eyewear,watch,scarves,stoles)? (please tick the most suitable
option)
a)Monthly
b)Quarterly
c)Semi annually/during sale
d)Yearly
QIII.Which brands/stores do you prefer for shopping for yourself?
(Rate on the scale 1st
,2nd
,3rd,
4th,
5th
)
a) Miss Jo
b) Aldo Accessories
c) Accesorize
d) BENETTON (ucb/sisley)
e) Any other(please specify) _______________________
QIV.Rate as per your preference while purchasing. ( Rate on the scale of 1st
, 2nd
, 3rd
)
a) Brand name
b) Functionality
c) Color
d) Quality
e) Price
f) Style
QV.What are the colors that you mostly prefer? ( Rate on the scale of 1st
, 2nd
, 3rd
)
a) Pastel shades
b) metallic
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c) Bright
d) Black & white
QVI. How much would you spend on a single piece of fashion accessory?
a) Rs. 200-500
b) Rs. 501-1000
c) Rs. 1001-2000
d) Rs.2001 and above
QVII. Would you like to have an introduction of above mentioned bags under the Benetton
group with the brand name as BENETTON BLING?
Yes No
QVIII. . Do you like to experiment with your lookor style?
Yes No
QIX. How would you describe your style?a) Stylish
b) Casual
c) Classic
d) Comfortable
e) Smart
f) Experimental
QX. What is your personal monthly disposable income?
a) Rs. 20,000 - 40,000
b) Rs. 41,000 60,000
c) Rs. 61,000 and above
QXI. What is your family structure?
a) Nuclear family
b) Joint family
Q XII. Age
15-19 20-23
24-27 28-30
QXIII. Occupation
Student Employed
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Homemaker
Personal details:
a) Name: _______________________
b) Location: _______________________
c) Hobbies: _______________________
Questionnaire Analysis
QI.Are you brand conscious while fashion accessories?
Findings: 55% of the sample unit agreed to be brand conscious, whereas 35 % of them
disagreed. Remaining 10% were unsure.
QII.How often do you buy a fashion accessory?
Findings: majority of the interviewees buy fashion accessories on monthly basis. Out of the rest,
30% buy on quarterly basis, 20% purchase it semi yearly and the remaining 5% buy accessories
yearly.
55%35%
10%
brand consciousness
yes
no
not sure
45%
30%
20%
5%
buying behaviour
monthly
quarterly
semi annually
yearly
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QIII.Which brands/stores do you prefer for shopping for yourself?
Findings: Accessorize is most preferred amongst all at 40%, followed by Miss Jo with 25%,
Benetton with 20% and Aldo accessories with 15%.
QIV.Rate as per your preference while purchasing. ( Rate on the scale of 1st, 2nd, 3rd)
Findings: While purchasing, 30% of the sample unit give preference to style of an accessory,
price comes 2nd
at 24 %, 17% give preference to the functionality, 14% prefer the brand name,
10% prefer the color and 5 % give importance to the quality of an accessory.
QV.What are the colors that you mostly prefer?
25%
15%40%
20%
brand preference
miss jo
aldo accessories
accessorize
benetton (ucb/sisley)
14%17%
24%
30%
10%5%
purchasing preferences
brand name
functionality
price
style
color
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Findings: majority consisting of girls go in for a stylish look. 25% consider themselves to be
smart, 20% feel that they are experimental and 10% describe their casual as comfortable or
casual. Just 5% of them claim to be classic.
Demographics
Age Group 15-30years
Monthly Income Rs. 61000 and above
Occupation Students
Family Stucture Nuclear
Gender female
Findings: the interviewees were mostly ranging between 15-30 years of age, pre-dominantlyfemales, consisting of youth belonging to nuclear families with monthly income above Rs.60,000 on an average.
RECOMMENDATIONS
y PRICING
- Benetton bling should price the product moderately. fashion jewelery can bepriced between 500-1500.other products can be priced between 1000-2500.
30%
10%
5%
10%
25%
20%
target customer style
stylish
casual
classic
comfortable
smart
experimental
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y LOCATION
55% prefer going to branded showrooms hence Benetton bling has immense scope andshould open its store in any posh up market area, preferably a mall.
y IMPORTANCE OF ADVERTISING
- trends, television , word of mouth play a very important role in buildingawaresness hence Benetton should should work more on promotion through adsin magazines and bill boards
y BRAND OVER PREFERENCE
- Benetton bling should emphasis on building good brand image, along withenriching product with value and quality..and vice versa.
-
Also
Stro
ng design team sho
uld be fo
rmulated,as in the end it is the pro
ducts thatstrenghten efforts to build brand image
CONCLUSION
Fashion accessories industry has emerged as on of the most promising industry It has compensated for the declining garments sector Consumers are welcoming this industry Branded accessories have shown a promising response and holds a bright future. BENETTON has little scope of growth left in the apparel sector so
Benetton bling has immense potential
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References
y http://www.eworldtradefair.com/indian-apparel-industry-a56.html
y http://www.fashionproducts.com/fashion-apparel-overview.html#io
y http://www.business-standard.com/india/news/kit-indias-textileapparel-industry/345936/
y http://sec.edgar-online.com/benetton-group-spa/20-f-annual-and-transition-report-foreign-private-issuer/2004/06/30/section7.aspx
y http://www.coursework.info/AS_andALevel/BusinessStudies/MarketinResearch/FactorsaffectingSupplyan
dDemandL46386.html
y http://sec.edgar-online.com/benetton -group-spa/20-f-annual-and-transition-report-
foreign-private-issuer/2004/06/30/section7.aspxy http://investors.benettongroup.com/phoenix.zhtml?c=114079&p=irol-
VCOperationsSupplyFlexibility
y http://www.slideshare.net/haughtynarcissist/consumer-research-for-united-colors-of-
benetton
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y http://wrightreports.ecnext.com/coms2/reportdesc_COMPANY_401617105y http://www.linkedin.com/companies/guess
y http://www.modernights.com/shop/mango/
y http://wrightreports.ecnext.com/coms2/reportdesc_COMPANY_401617105y http://www.linkedin.com/companies/guess
y http://www.gapinc.com/public/About/about.shtml