Benetton's story is a reminder

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The customer experience must be seamless and integrated across physical and digital channels. Benetton underestimated the importance of an optimized e-commerce and digital strategy that could complement the in-store experience. Offering services such as online purchases with in-store pickup, easy returns or integrated promotions across online and offline platforms not only improves the customer experience but also strengthens the brand's presence in an increasingly digital marketplace. The lesson here is clear: investing in technology and digitalization is essential to remain relevant in the modern retail landscape.

In short, of how crucial it is to maintain consistency, innovation rich people data and closeness to one's values ​​to remain relevant in a competitive market. With a strategic approach and a renewed focus on brand identity, Benetton still has the opportunity to recover and return to being a point of reference in global fashion.

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