Benetton Looking At A Makeover, With The Help of Their CFO

Marketing executives aren't miracle workers. We can only do so much to build or revitalize a brand. Note Benetton's new CFO Emilio Foà attempt to turn around a company that has relied on its glory days of the 1980s while losing the trendiness factor to retail chains such as Zara and H&M. Foà is concentrating on two areas: finessing the supply chain and fundamentally changing the way the company runs -- how it makes decisions, sets targets and allocates capital.

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