Delay in digital integration

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Finally, the delay in digital integration was another determining factor. Benetton's e-commerce was not developed effectively , missing the opportunity to create a seamless connection between the online and offline experience, now fundamental in the modern retail landscape. The lack of innovation in this area left the brand behind its more advanced competitors.

Benetton Crisis: What Does It Teach Us About Franchising?

Benetton's crisis certainly offers valuable lessons for rich people data entrepreneurs and franchisors , highlighting the mistakes to avoid and the strategies to adopt to build and maintain a solid brand over time.

Defending brand identity
A brand must have a strong and clear identity, rooted in distinctive values ​​that differentiate it from the competition. Benetton, in the 80s and 90s, had made inclusion and social messages the heart of its identity, but over time it lost this characteristic . Trying to please everyone, giving up one's uniqueness , inevitably leads to an anonymity that makes the brand less recognizable and relevant. For an entrepreneur, this means identifying the core values ​​of their business and communicating them consistently in every aspect of the business.