Benetton's 'Dual Supply Chain' System

Apart from Benetton's regular twice-yearly new collections, Benetton began to bring in several new collections at different times of the year to meet the changing fashion trends. The time required to restock the stores was reduced and new collections were brought in every four weeks. Commenting on the importance of an efficient supply chain management for Benetton, The Wall Street Journal wrote, "Replenishing its racks with new clothes as often as once a week is helping the Benetton brand get its groove back after years in the retail doldrums. Its success underscores how logistics can be as important as style in the increasingly cutthroat business of mass-market apparel."

Soon, he started a small business with his brothers Carlo and Gilberto, and sister Giuliani, and started producing sweaters, in several bright colors. The bright sweaters immediately attracted the attention of consumers, who were bored of outfits in plain colors.

Initially, he sold these sweaters door-to-door. In 1956, the Benettons launched their own line of sweaters under the label Trés Jolie.

They started Benetton Group as a partnership in March 1965. In the same year, they opened their first store called 'My Market' which sold several collections including the newly introduced Benetton label...