sisley company

7/28/2019 SISLEY COMPANY

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BACKGROUND OF THE COMPANY

Benetton Group S.p.a. is a global fashion brand, based in Treviso, Italy. The name comes from

the Benetton family who founded the company in 1965. Benetton Group is listed in Milan.

Benetton has a network of over 6,500 stores in 120 countries. The stores are managed by

independent partners and generate a total turnover of over 2 billion euro.

In 1965, Luciano Benetton, the oldest of four children, was a 30-year-old salesman in Treviso.

He saw a market for colorful clothes, and sold a younger brother's bicycle in order to buy his first

second-hand knitting machine. His initial small collection of sweaters received a positive

response in local stores in the Veneto region, and soon after he asked his sister and two younger

brothers, Gilberto and Carlo, to join him. In 1965, the entity known as the "Benetton Group" was

formed.[3]

In 1966, the Benettons opened their first store in Belluno and three years after in Paris, withLuciano as chairman, his brother Gilberto in charge of administration, their younger brother

Carlo running production, and Giuliana as a chief designer.

Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton Group in

1965. The company is today present in about 120 countries around the world. Its core business is

clothing with the fashion-orientated United Colors of Benetton and Sisley brands, The Hip Site,

the brand for teenagers and the sportswear brands Playlife and Killer Loop. Benetton Group is

listed on the stock exchanges of Milan, Frankfurt and New York.

Born in 1935, Luciano Benetton is Chairman of the Benetton Group. He is also on the Board of

Directors of Edizione Holding, the family-owned financial holding company and was a Senator

of the Italian Republic from 1992 to 1994. He is the father of four children.

Born in 1937, Giuliana Benetton is currently on the Board of Directors of both Edizione Holding

(the family-owned financial holding company) and Benetton Group. She is married and has four

children.

Born in 1941, Gilberto Benetton is Chairman of Edizione Holding (the family-owned financial

holding company) Chairman of Autogrill, board member of Autostrade and board member of the

Benetton Group. He is Deputy Chairman of Olimpia, largest shareholder in Olivetti, which owns

approximately 54% of Telecom Italia. Gilberto also holds the position of Deputy Chairman in

these two companies. He is married and has two children.

Born in 1943, Carlo Benetton is Deputy Chairman of both Edizione Holding (the family-owned

financial holding company) and of Benetton Group. He is the father of four children
http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Trevisohttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Benetton_familyhttp://en.wikipedia.org/wiki/Borsa_Italianahttp://en.wikipedia.org/wiki/Luciano_Benettonhttp://en.wikipedia.org/wiki/Venetohttp://en.wikipedia.org/wiki/Benetton_Group#cite_note-Timeline_of_the_Benetton_Group-3http://en.wikipedia.org/wiki/Benetton_Group#cite_note-Timeline_of_the_Benetton_Group-3http://en.wikipedia.org/wiki/Benetton_Group#cite_note-Timeline_of_the_Benetton_Group-3http://en.wikipedia.org/wiki/Bellunohttp://en.wikipedia.org/wiki/Parishttp://en.wikipedia.org/wiki/Parishttp://en.wikipedia.org/wiki/Bellunohttp://en.wikipedia.org/wiki/Benetton_Group#cite_note-Timeline_of_the_Benetton_Group-3http://en.wikipedia.org/wiki/Venetohttp://en.wikipedia.org/wiki/Luciano_Benettonhttp://en.wikipedia.org/wiki/Borsa_Italianahttp://en.wikipedia.org/wiki/Benetton_familyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Trevisohttp://en.wikipedia.org/wiki/Brand


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(Source:http://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-

lid_B__brand_history.html )

In 1965-66, a distinctive logo based on a stylized knitting stitch was added to the Benetton name,

which in the meantime had become a trademark. In 1991, a series of global advertising

campaigns introduced the idea of United Colors, which led to the creation of a new brand andlogo featuring centralized text. In 1996, in a final, purely aesthetic change, architect Massimo

Vignelli moved the text to the upper left-hand corner of Benetton's green box. The logo stayed

the same, but its position was rationalized.

(Source:http://www.benettongroup.com/group/profile/group-history )

Today Benetton Group is one of the best-known fashion companies in the world. Present in 120

countries with a network of over 6,500 stores, its total turnover exceeds 2 billion euro a year.

Under the guidance of Alessandro Benetton, Chairman of Benetton Group since April 2012, it is

more than ever a responsible group that plans for the future and lives in the present, with awatchful eye to the environment, to human dignity, and to a society in transformation.

The Group has a consolidated identity comprised of colour, authentic fashion, quality at

democratic prices and passion for its work: these values are reflected in the strong, dynamic

personality of the brands United Colors of Benetton, Undercolors of

Benetton, SisleyandPlaylife.

(Source: http://www.benettongroup.com/group/profile/glance )

SISLEY

A place, Paris, a date, 1968, and a Denim collection. Thats how the story of the Sisley brand

started, a brand that, year after year, has continued to offer a revolutionary way of dressing

compared with the standards of the time, in perfect tune with the most avant-garde trends of thepresent and aimed exclusively at the young. Sisley, with over 850 outlets globally, is targeted at

the premium end of the apparel market.

The encounter with Benetton occurred in 1974, when the Group, perceiving the potential, bought

exclusive rights to use the name, but it was not until 1985 that Sisley took on its own personality

within the Group. An independent creative and sales staff organization was set up; a new image

was born in terms of points of sale, product and advertising. 1996 marked another importantstage in Sisleys history: the logo was changed from the gold-burgundy emblem that made the

brand famous throughout the world, to a more elegant and refined logo, a white inscription on a

black background.

The Sisleyproduct is fashion reinterpreted for everyone. A style composed of character,substance and determination, presented in a simple but refined way. With this concept, Sisley is
http://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-lid_B__brand_history.htmlhttp://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-lid_B__brand_history.htmlhttp://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-lid_B__brand_history.htmlhttp://www.benettongroup.com/group/profile/group-historyhttp://www.benettongroup.com/group/profile/group-historyhttp://www.benettongroup.com/group/profile/glancehttp://www.benettongroup.com/group/profile/glancehttp://www.benettongroup.com/group/profile/group-historyhttp://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-lid_B__brand_history.htmlhttp://www.fragrancex.com/products/_bid_Benetton-am-cid_perfume-am-lid_B__brand_history.html


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ever closer to the consumer, enabling everyone to express their personality, free from external

constraints.

Every season, Sisley launches men and womens collections whose basic objective is to be

always on the same wavelength as those who follow fashion and keep themselves abreast of the

trendiest tendencies. The collections, in fact, include sporty and casual wear, formal and elegantdresses therefore an all-round offering for every moment of the day and for various needs-

which interpret future trends, take in fashion crazes from all parts of the globe and leaves

matching to individual tastes. Extremely up-to-date collections right down to details, toaccessories, colors and to fabrics, which are combined to a refined style, with no overstatements.

Another indisputable factor for the success of the brand throughout the world is its advertisingcampaigns. It is well known how much emphasis is placed on communication within the Group,

to convey a promotional message whose objective is not only to sell a product. Also it aims at

creating an image and a life style differentiates certain individuals from the crowd.

(Source: http://www.sisley.com/about/brand/ )
http://www.sisley.com/about/brand/http://www.sisley.com/about/brand/http://www.sisley.com/about/brand/


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TRICOT

JACKETS

KNITS

DENIMS

WOVEN

BOTTOM

SHIRTS

ACCESSORI

ES

FOOTWEAR

MENS

TRICOT

JACKETS

KNITS

DENIMS

WOVEN

TOP

WOVEN

BOTTOM

ACCESSORI

ES

FOOTWEA

R

WOMEN


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Literature Review

During the buying process in Sisley, I realized that the brand is not known to many buyers and

there are many misconceptions about the brand products and prices. Also the other brands which

deal in the same kind of merchandise are doing well as compared to Sisley. To see how Sisley

can perform better, I found out the competitors on the basis of product and price. There are

different categories of range that are offered by the brand like tricot, knits, jackets, denims,

woven tops etc. The aim is to study all the competitors to find out the USP of the brands and to

see how a new range can be introduced.

OBJECTIVES OF THE PROJECT

RO1- To study the consumers perception about the brand Sisley and its competitors.

RO2- To Study the previous years sale of the Brand to see where they make maximumprofit

RO3- Suggest areas of improvement to the brand- based on the outcome of Research

Objectives.

CATEGORIES BASIS MEN WOMEN

TRICOT Product

& Price

TOMMY

HILFIGHER

MANGO

JACKET Product

& Price

GUESS MANGO/PROMOD

KNITS Product

& Price

TOMMY

HILFIGHER

PROMOD

DENIMS Product FCUK FCUK

WOVEN

BOTTOM

Product

& Price

FCUK FCUK

SHIRTS/WOVEN

TOP

Product

& Price

CALVIN

KLEIN

MANGO

FOOTWEAR Product TOMMY ALDO


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SCOPE OF THE PROJECT

This project is very important for the Company as well as for the brand Sisley. Sisley really

needs to reach to its consumers in a better manner. This project will be of a great value to the

brand as it will help them know how they can be different from their competitors. Also I will

suggest them a new and commercial range for their consumers. I will be able to provide

them with detailed information about the other competitive brands which can help them

compare the range and products.

LIMITATIONS

& Price HILFIGHER

ACCESSORIES Product

& Price

FCUK GUESS


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Time constraint- Sisley has already launched their ss13 and the collection is in theirstores but for other brands the launch is still down the line, so I wont be able to

compare the product range right now.

3 years sales report- I will be studying the sales report for Sisley to find out theirUSP in terms of revenue, but I wont be able to the same for other brands

Merchandising Aspect- This project is supposed to have a merchandising aspect.Since I am working in a retail brand, it is difficult to include having a merchandising

aspect.

sisley company

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