Timeless style
Benetton Group is gradually recovering legacy elements that belong to the brand’s roots and identity, such as the logo, colors, and knits. The value proposition revolves around a collection of timeless, modern and versatile pieces that are must-haves in everybody’s wardrobe. These are essentials intended to be used and re-used by consumers, season after season, retaining their value over time. The design of durable products and a communication strategy geared toward fostering consumers’ emotional connection with the products they purchase are key elements in Benetton Group’s approach to eco-design.
Single material
More than half of our items are made of monofiber material (main fabric). This facilitates recycling. Benetton Group’s product design focuses on the product’s use and end-of-life. Next year, Benetton Group will define specific circular design guidelines that take into account aspects such as durability, recyclability, the choice of materials and accessories and the impact of production processes and treatments, also in accordance with the expected European legislation on eco-design. The goal is to combine the collection’s style drivers with technical solutions targeting reduced use of resources, right from the design phase.
NOOS Collection
The NOOS (Never Out of Stock) collection by United Colors of Benetton comprises approximately 160 best-sellers and essentials from the SS23 and FW23 seasons that will remain unchanged for four years and be made available to stores as made-to-stock in 1-3 weeks. In this way, customers will know that they can find the basic item they are looking for at Benetton, while the Company can manage production more efficiently, without waste and with better control over supply costs.
The NOOS collection accounts for about 14% in volume and more than 17% of total sales.
Green B Collection
One of Benetton Group’s main achievements in 2023 was the introduction of a progressive target on the Green B collection, made with reduced-impact materials and processes. This choice makes it possible to pursue the transformation of the product portfolio by defining a target and a monitoring activity: the Company’s commitment thus becomes an intentional choice and translates into a quantifiable and measurable process, from design to production through sales.