Benetton: Global pazarlama stratejilerinin bölgesel uygulamaları üzerine vaka çalışması

ABSTRACT Fashion clothing products have a life cycle of only 6 months. Market trends change very rapidly in fashion clothing business. This study analyzes the consumer behavior trends in fashion clothing and the marketing strategies of Benetton. Benetton prefers to adopt itself to the changes in market trends rather than creating the high end fashion of the season itself. Benetton is able to meet changing trends in the market very fast and effectively by its flexible production technology, backed up with an efficient distribution system. The company differentiates itself by offering a broad variety of product designs, enriched by a very rich color combination and applying its unique marketing strategy. The company promotes its brand image rather than its products in global advertising campaigns. Benetton adopts its global marketing strategy very well, according to the life styles, cultures, habits and preferences in different countries. This is one of the main reasons for the success of the company worldwide. Retailing forms the final ring of the company chain, where the customers meet the products. Most purchase decisions are made at the stores and people are in much longer contact with sales personnel during their stay in the stores. The ability of sales personnel to understand the customers' needs and serve them in the best way possible is an important factor in success in this business. Ill