Tommaso Bruso has been appointed the new chief operating officer at Benetton. His task is to revamp Benetton’s labels and the group's franchising network. Bruso is currently in charge of the US unit of Italian clothing group Diesel. Before that he was Italian handbag brand Furla’s CEO for North America.
Benetton, based in Italy, saw a 1.2 per cent drop in 2015 sales. Famous in 1980s and 1990s for its colorful jumpers and controversial ad campaigns, Benetton failed to keep up with the rapid expansion of trendier rivals such as Zara, which woos clients with fast-changing, affordable collections inspired by catwalk fashion.
The company, which has 5,000 stores around the world, has embarked on a restructuring plan aimed at cutting down losses and retaking its place among the forefront of fashion brands.
India is Benetton’s biggest market outside Italy. The brand caters to the 18 to 35 age group but it also has different segments like young and trendy, young professionals, thriving middle class and loyalists between 35 and 45 years. As a brand, Benetton considers factors like environment and social responsibility very important. It aims to mobilise people to think, talk and act in ways that support the empowerment of women.
