Benetton's Bold Strategy

With the second generation in charge, the firm is bent on expanding despite the recession

Arun Prasad for the Benetton Group

Green for go
In the first half of the year, Benetton opened 95 new India outlets, including this Bangalore store, as part of an international expansion push

Mention the name Benetton to people over the age of 35, and chances are they'll remember shelves filled with brightly colored knitwear and, just as likely, some of the controversies over the brand's provocative advertising campaigns in the 1980s and '90s.

In fashion terms, that was light-years ago. These days, upstart brands such as Zara and H&M; are stealing the headlines — and the allegiance of many younger shoppers — as they storm the world from Moscow to Manila. But Benetton, which had sales last year of about $3 billion, hasn't gone...

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