One of the most
successful fashion companies in the world is Benetton. The Benetton family
opened their first shop in Italy in 1968. {{U}} {{U}} 1 {{/U}}
{{/U}}Benetton followed four marketing principles in order to achieve their
success. The first principle in Consumer Concept. To build a
successful business, you have to develop products around things people value,
especially quality. {{U}} {{U}} 2 {{/U}} {{/U}}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 in
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. {{U}} {{U}} 3 {{/U}} {{/U}} The
Information Link means making sure the company responds quickly to people's
demands. {{U}} {{U}} 4 {{/U}} {{/U}}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 Benetton stores in countries around the
world. All the stores have the same clothing, the same window display, and the
same approach to sales. {{U}} {{U}} 5 {{/U}} {{/U}}
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.