When innovation becomes an obstacle: The case of Benetton

Abstract

The basis of this study is constituted by an analysis of the evolution of a company that, from a pioneer of innovation has, in the long term, overturned its configuration, being seemingly relegated to a distant past, as it can be read nowadays from several sources. Specifically, attention is paid to how this path towards a brand devaluation has taken place, examining the origin and the various stages involved, while identifying what got stuck in the process, the so-called “gaps”. The objective of this thesis is to answer to the research question “Which are the gaps inside an innovative framework?”, taking as a practical model that of the Benetton Group, with the related United Colors of Benetton clothing brand. The focus of this work will be that of trying first to analyse the attempts of such a historical Italian brand in being forward-looking and competitive in the arena. And, secondly, that of determining the reasons behind its down-performance, thus studying which are the gaps that still need to be covered, while searching, at a later stage, for areas of improvement and development regarding them. The thesis will be articulated into three main parts with three different objectives that will help to answer the research question. Thanks to this research work it will be possible to evaluate some important elements regarding the concept of brand outdating and how innovation could become an obstacle for further development.