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Stories One of the most successful fashion companies in the
world is Benetton. The Benetton family opened their first shop in Italy in
1968. (1) 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. (2) He created
clothes to match people’s wants: the style is casual; the colors and patternsare
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.
(3) The Information Link means making sure the
company responds quickly to people’s demands. (4) 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. (5)
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
9ther words, Benetton’s clothes are made to order.