The Benetton experience

Gives a resume of the Benetton operation, describing how 80 per cent of Benetton retailing is franchised with the majority taking place outside Italy. Studies, in depth, the experience of one franchisee in Burnley, Lancashire, by financial analysis and a survey of customers purchasing in the store. Results show that the Benetton message is getting across to consumers; brand is associated with colour, style and fashion for which premium prices are deemed acceptable. However, while the franchiser continues to retain tight control over product range, the sales period provides the only opportunity for the franchisee to improve stock and cash control and, ultimately, to survive.