Benetton: Management continues restructuring plan

This year marks the 60th anniversary of one of Italy's most internationally recognized brands. However, given the ongoing crisis, there are no celebratory runway shows planned, unlike the 40th anniversary in 2005, when the company chose the Centre Pompidou in Paris for the occasion.

The company is currently undergoing a significant reorganization which, by the end of the year, as reported a few months ago by Corriere della Sera, should lead to the closure of 400 stores, approximately 200 of which are in Italy, out of 3,500 worldwide. Over 100 have already been closed. The objectives are to halve losses by the end of 2024 compared to 2023, going from a deficit of 230 million euros to approximately 110 million. Loss reduction will continue into 2025, when the deficit is projected to reach 50 million. Breaking even is anticipated for 2026.

Working Hours Agreement Reached for E-commerce and Packaging Departments

In recent months, the management, led by CEO Claudio Sforza, has also been engaged in negotiations with unions. On February 11th, as documented in the agreement reviewed by FashionUnited, Benetton Group srl and the territorial trade union organizations Filctem-Cgil, Femca Cisl, and Uiltec Uil, represented by Massimo Messina, Gianni Boato, and Francesca Mazzoli, together with the Workers' Representatives (RSU) of the production units in Ponzano Veneto and Castrette di Villorba, in the province of Treviso, agreed, among other things, that starting April 1st, 2025, in the packaging center and e-commerce departments, Benetton will adopt an 8-hour workday, five days a week, from Monday to Saturday (compared to the current 6-day work week with 6-hour shifts).

"When e-commerce started, and especially with its growth, many young people joined, and temporary workers were also used, with poorly structured working hours. Thanks to the agreement, we have managed to regulate shifts and ensure that each worker is informed well in advance, enabling them to better balance work and life," explained Gianni Boato, General Secretary of Femca Cisl Belluno Treviso, to FashionUnited.

Incentives for voluntary redundancy have also been extended until December 31st, 2025.

Regarding international operations, last December, the Ponzano Veneto-based company initiated the divestiture of its Tunisian activities, and a dialogue has been initiated with the North African government to guarantee incentives for potential investors.

Therefore, the intensive restructuring plan, which keeps Claudio Sforza and his team fully engaged, will continue in the coming months. The 2024 results will be released in May, providing an opportunity to assess the initial outcomes of the strategy, which is expected to lead to a break-even point by 2026. Benetton is part of Edizione, one of the leading European industrial holding companies, entirely controlled by the Benetton family. In 2023, Edizione achieved consolidated revenues of 9.5 billion euros, almost 80% of which were generated outside Italy.

United Colors of Benetton Spring/Summer 2025 Campaign

The company has just launched its Spring/Summer 2025 campaign for United Colors of Benetton, titled "Different Together." "Essential and colorful garments. A white limbo that contains and harmonizes everything else. The Spring/Summer 2025 campaign for United Colors of Benetton is an explicit tribute to the archetypes of the brand's communication," reads a statement.

The photos were taken at Benetton Studios, the setting for many campaigns that have made advertising history. The photographer is Guilherme Vieira, a young creative who grew up in the company's communication research labs. The stylist is Anna Carraro, an emerging talent capable of enhancing an authentic casting and a contemporary, normcore style, where fashion becomes an extension of real life.

The models are a diverse mix of ages, ethnicities, styles, and faces. Alongside top model Lea T, there is a group of real people, scouted on the street or in the corridors of the company headquarters in Castrette. "What unites them all is their attitude: aware, collaborative, optimistic, sometimes ironic. Different Together, the title of the campaign, recalls a key value of Benetton's culture. A homogeneous, monochrome world is boring. To move forward together, it is essential to recognize and celebrate our differences," the statement continues.