LE FIGARO. – Your father sends you to a company's image. In what mood are you?
Alessandro Benetton. -When writing the new chapter of a book, you must have read the previous calmly. Know that the first line of your chapter begins with the last chapter before. But only you write. The context is difficult. Like when I was given the Benetton Formula 1. I was 25. This may be my destiny to accept difficult missions.
What are your plans to correct the sales of a company that ran out of steam?
It is true that in markets where we are most present, there is more growth. I have both consolidate our presence in Europe since the brand is Italian, but at the same time, go to Korea, Russia, India and Turkey. Grow internationally will be expensive. To achieve this, I need to change the organization, with new people. Among the areas for improvement, we will focus on products and sales. We must enhance the shopping experience. We had done enough. Partly because of the lack of lines, on one side, and an excess of references in each range, on the other. We will strengthen our collections and return to the colors and sweaters that have made us successful. For United Colors of Benetton, You Nguyen, Levi's former home, oversees product design and merchandising, which reinforces the coherence of the store, handing it to the heart of our strategy.
Will you renew your products and stores Benetton, Sisley, but Playlife?
I want to develop around Benetton other brands, each with its history. United Colors of Benetton will remain the flagship brand, but all must move forward so that we improve our results. New store concepts are deployed. For Benetton, the products will remain colorful, accessible and quality. Loyal customers already know that our products can last for years. While garments Sisley remain more sophisticated patterns and colors. In the new stores "icon-stores" of United Colors of Benetton, in major cities worldwide, including Paris, New York, Milan, space is also more segmented between collections or casual city. We installed Giant wool sculptures, titled "Lana Sutra." It amuses me, these ideas from young artists. We offer a shopping experience strong emotions that entails.
Get ready for launch?
Within United Colors of Benetton, I started the "pin-up" last year: this sweater takes the form of the body outline. I put too much on my brand sportswear for young, Playlife, mainly present in Italy. I've reintroduced two of our other brands untapped for years: Killer Loop-and-Jeans West, claw jeans and high cool, 3 horses scratched from the Italian flag. It was one of the first chains of Benetton in the 1970s for denim. Multi-brand, the store also sells gadgets, bags and other decorative objects external marks. It is staged as the loft of a young lover of travel and music. I want to export to Europe and Asia.
Will you continue to make communication campaigns "shocks"?
The Benetton brand awareness remains strong, in 120 countries. We raise large institutional campaigns time to talk about our values twice a year. The next will be in October. The previous Unhate (Non-hatred), which showed political and religious leaders peacefully kissing on the mouth, was seen by 500 million people. To reach a new younger generation who knows us wrong, it was designed for the Web world. This has re-emphasized our research center in communications, La Fabrica, which create 30 young artists each year fellows. Benetton is not a seller of clothes like the others. What matters is that these campaigns have action even if the effects of sales come later.
You get inspired fashion brands like Zara and H & M, who have taken market share in recent years?
Every business has its DNA, I never believed in those who copied a competitor's model for success. But models of business organization of the "fast-fashion" (fashionable high turnover) have stimulated, encouraged to become more aggressive in collection development and in stores. We produce in Tunisia, with own plants in particular, but also in Serbia, so close to us, and this proximity allows us to be as responsive.
Why did he leave Benetton Stock Exchange, where he was present for twenty-six years?
To those who think the stock is useless, I say no! I was a young analyst when Benetton was listed for the first time in Milan. It was a company of 21 years, innovative, fresh in its approach. She wished to guard a big risk: that of being overtaken by galloping growth. The stock market gave us a rigorous management. But since 2008, the financial system is passed through an unexpected crisis. This has led to regulatory measures designed to protect investors, but that induced excessive restrictions for businesses. So far from my mission as an entrepreneur.
Heir model
"Ma, you know me?" Asked his father, Luciano, an advertisement for American Express in its simplest device. Alessandro, prefers him, unveiling … his passions, sports and art, on his blog. Before restoring color to Benetton, this lover of skiing, a graduate of Boston University and an MBA at Harvard began as an analyst at Goldman Sachs. Then created, in 1992, his investment fund: 21 Investimenti. He is now head of a portfolio of over 1.3 billion euros of investments in diversified companies with high potential.
Within the family group, he also chaired between 1988 and 1998, Benetton Formula, in a difficult again. The team won two titles at the world championships for drivers, before being sold to Renault in 2000. Benetton racing cars are on display in the historic factory of the group became a museum showroom near Ponzano Veneto, a small town north of Venise.Alessandro, and amateur kite ski, lives with his wife The ski champion Deborah Compagnoni, and their three children, in a modern and discreet built by the architect Tadao Ando. Benetton is also headquartered in an equally magnificent Villa Minelli sixteenth and seventeenth centuries, restored in the state of the art. This is where Alessandro Benetton has given us an exclusive vision of the future Benetton
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