The Italian Benetton Group is celebrating its 60th anniversary this year. However, in view of the ongoing economic challenges, no major celebrations are planned – unlike for the 40th anniversary, when the company organized a large fashion show.
Benetton is currently in a comprehensive restructuring. By the end of the year, 400 branches worldwide should close, including around 200 in Italy. Of the total of 3,500 branches, over 100 have already been closed. The aim is to halve the losses from 230 million euros to 110 million euros by the end of 2024. In 2025, a further reduction is also expected to 50 million euros. The break-even is planned for 2026.
Agreement on working hours in the areas of e-commerce and packaging
In parallel to the restructuring, management under CEO Claudio Sforza negotiated with the unions.
On February 11, the Benetton Group SRL and the regional union organizations Filctem-Cgil, Femca Cisl and Uiltec Uil agreed together with the works councils of the production facilities in Ponzano Veneto and Castrette di Villorba on a new working time control. From April 1, 2025, packaging and e-commerce departments will be introduced to five days a week-instead of the six days so far.
“With the growth of e-commerce, many young people and temporary workers have come with irregular working hours. Thanks to the new agreement, we were able to better regulate the layers and enable employees to make a better compatibility of work and private life,” Gianni Boato, General Secretary of the FEMCA CISL Belluno Treviso, told fashionunited.
The possibility of severance payments was also extended by December 31, 2025.
At the international level, Benetton started selling his Tunisian activities in December 2024 and is in talks with the government there to secure an investor: incentives.
The next milestones of the restructuring will be expected in the coming months. In May Benetton published the business figures for 2024 – an important indicator of the success of the renovation strategy.
Benetton belongs to the Edizione Group, one of the largest European industrial golding, which is completely owned by the Benetton family. In 2023, Edicione generated sales of 9.5 billion euros – almost 80 percent of them outside of Italy.
The spring/summer campaign 2025 by United Colors of Benetton
Despite the economic challenges, Benetton presents a new campaign for the spring/summer season 2025. Under the motto “Different Together”, the company relies on colorful, essential clothing. The campaign is a tribute to the iconic communication strategies of United Colors of Benetton.
The recordings were taken in the Benetton Studios, where many advertising campaigns have already been produced with cult status. Photographer Guilherme Vieira, who grew up in Benetton’s communication research laboratories, and stylist Anna Carraro rely on an authentic casting approach with an contemporary standardcore style.
The models are a various mix of different age groups, ethnic groups and styles. In addition to top model Lea T, the focus is on real people – discovered on the street or in the corridors of the company headquarters in Castrette.
“What she all combines is her attitude: conscious, cooperative, optimistic, sometimes ironic. ‘Different Together’ refers to a central value of the Benetton culture. A homogeneous, single-colored world is boring. To get together, we have to acknowledge and celebrate our differences,” said the company in a message.
This article was used with digital tools translated.
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