Fashion Retailer Benetton Focuses On Core Brand Development

< p > as part of the restructuring plan, Italy's a href= "http://www.91se91.com/news/index_c.asp" > clothing retailer /a BenettonGroupSpA BenettonGroupSpA has decided to streamline its brand portfolio and end PLAYLIFE, KillerLoop and Jean 'West' and other multi brand businesses, focusing on developing core brand UnitedColorsofBenetton and UnitedColorsofBenetton.

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AlessandroBenetton, chairman of P BenettonGroupSpA AlessandroBenetton, said that the decision stems partly from his experience as a member of the board of directors of MonclerSpA (MONC.MI). "It is not feasible to focus on multiple brands at the same time.

Just like Moncler, after all these years of development, all the small brands were finally stripped. "

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< p > Italy luxury a href= "http://www.91se91.com/news/index_f.asp" > down dress < /a > retailer MonclerSpA (MONC.MI) for the impact of listing, this year to the British private equity fund EmerisqueBrandsUKLimited sell its MarinaYachting, HenryCotton "s", "HenryCotton" and other middle end brand and the right of agency, the 70% stake, and (December 16th) on the Milan stock exchange officially open trading, the first day of the stock price soared 46.76%, become the most popular listing of European luxury goods industry since the (2011) Ferragamo 2011 listing.

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EdizioneSrl < p > > a href= "http://www.91se91.com/news/index_c.asp" > Benetton < /a > GroupSpA parent, EdizioneSrl controlled by Benetton Benetton family, BenettonGroupSpA was removed from Italy stock exchange in May last year.

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The income of < p > BenettonGroupSpA2012 was 1 billion 800 million euros, which was 12.8% lower than that of 2 billion 30 million euros in 2011.

In order to save the declining performance and enhance profitability, BenettonGroupSpA announced a three year restructuring plan in November this year.

In the restructuring plan, the group will be divided into three individual companies, namely brand management, manufacturing and real estate, which are controlled by EdizioneSrl.

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< p > in addition, at present, there are about 6500 shops in 120 countries, BenettonGroupSpA will withdraw from 20-30 non strategic markets, and eventually increase the proportion of Direct stores to 25%, and by selling part of the non strategic real estate, by the end of 2012, the group's debt will be reduced by half from 644 million euros in 2012, while the annual revenue is expected to be flat at 1 billion 800 million euros in 2012.

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< p > AlessandroBenetton indicates that UnitedColorsofBenetton will pform from family brand to Italy popular fashion brand targeting the 25-35 year old urban mature consumer group. It will not pursue the operation mode of fast fashion brand, but will enhance the distribution of logistics and increase the frequency of products to shops.

He disclosed that the brand new product series sells well, and the same store sales data are positive.

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Under P > AlessandroBenetton, the next goal is to get rid of BenettonGroupSpA's family management for 48 years, and gradually create a management independent of Benetton Benetton family.

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