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Success Stories One of the most successful fashion
companies in the world is Benetton. The Benetton family opened their first shop
in Italy in 1968. (46) Benetton followed four marketing
principles in order to achieve their success. The first
principle is Consumer Concept. To build a successful business, you have to
develop products around things people value, especially quality. (47)
He created clothes to match people’s wants: the style is casual; the
colors and patterns are bold; and the quality is excellent. The
System Link is another feature of good marketing. For Benetton, this means
waiting to get information about what customers like and what they dislike
before making the clothes. (48) The
Information Link means making sure the company responds quickly to people’s
demands. (49) This information is then sent to the main
office in Italy. Benetton can use this information to identify popular products
and to continue making them; it can also identify less popular products and stop
making them. A final important marketing principle is the Retail
Link. There are Benentton stores in countries around the world. All the stores
have the same clothing, the same window displays, and the same approach to
sales. (50) The things people like about
Benetton stores are that the quality is always high and the prices are generally
low. And that spells success. A. The founder of Benetton began by asking
people what they wanted. B. There used to be a good reason for this. C.
When something is sold at a Benetton store, the store records information about
the type, size, and color of the item. D. Today, there are Benetton shops in
major cities all over the world~ E. This means that customers can go into any
Benetton store in the world and be sure of what they are buying. F. In other
words, Benetton’s clothes are made to order.