16genifl aç›/wide anglewide angle/genifl aç› 17What is the best-selling color on your shops in Turkey? What is thereason for you?UCB is well known for its colors, and this is what a customer whoenters a Benetton shop is looking for. In particular, the Turkishcustomer likes all tones of red, blue and green. These are the bestselling colours of this season.Do you have shops in Anatolia Turkey? What are your plans onthis subject? In which regions do you plan to concentrate?The spread out and fragmented presence is a distinctive feature ofour wholesale business model that relies upon local entrepreneursthat works with us to strengthen and develop the brand presence.Benetton is the international brand with the greatest penetration inAnatolia. We have stores from Edirne (Western border) to Igdir(Eastern border) with a presence in 37 cities all over the region. Asstated before, in Turkey we have a total of over 120 stores.Taking into consideration the colorfulness of your products, wheredo you position your brand within the ready-wear sector?Quality is Benetton’s focus, and of course the customer’s lifestyle:contemporary, trendy, dynamic, comfortable, with his/her’s ownpersonality. Within this framework, the price of an item of clothinghas its own "quality", which must be clear: in harmony with the identityof the product. Benetton’s collections offer a wide range ofalternatives, including nice price items, which share a "democratic"identity - simple but original, active and intelligent - taking theirinspiration from life. In short: “yes” to conscious quality.Today Benetton is a brand symbolizing diverse colors of diversecountries and attracting public attention with its advertisements. Asregards the PR part of the story, how was the “United Colors ofBenetton” concept born?The story is quite simple, Mr. Luciano Benetton was, and still is, apassionate sports fan. He went to Rome in 1960 to watch theOlympic Games and there he was impressed by the Olympic spirit:young people coming from all over the world, competing togetherwith fraternity. Colors, youthfulness, friendship, the idea of UnitedColors of Benetton was born, but it took several years to develop thisidea into a brand with worldwide recognition.h›zland›raca¤›m›z ülkeler.Dünya çap›nda bir markan›n CEO'su olmak nas›l bir duygu? Gelece-¤e dair endifleleriniz oldu mu? Varsa bunlar neler?Benetton, 40 y›ll›k baflar›l› bir geçmifle, güçlü de¤erlere ve sa¤lambir iflbirli¤i ile dünya çap›nda uluslararas› olmaya ve ürün kalitesineodakl› olmas›na dayal› yenilikçi bir ifl modeline sahip. Firman›n geliflimininbu aflamas›nda rol almaktan gurur duyuyorum ve hissedarlar›m›zlapaylafl›lm›fl olan büyüme odakl› strateji ve önceliklerimizingere¤i olan önemli hedeflere ulaflmak için kendimi tamamenadam›fl durumday›m. Benetton, küresel olarak bilinen bir markaolmas› sayesinde, ‹talyan ifl modeli imaj›n›n dünyan›n her bir köflesindeöne ç›kmas›na yol açacak beceriye sahip bir firmad›r ki, bubenim gibi uzun y›llar boyu ülke d›fl›nda yaflayanlar için özellikleönemli.‹fl hayat›nda olmazsa olmaz dedi¤iniz üç özellik nedir?En önemlisi ileriye bakmak. Gerçekten de, Benetton'un birinci hedefisüreklili¤e odaklanarak, geliflmekte olan evrimsel süreci h›zland›rmak.Devrimsel olmas› gerekmiyor, fakat hepimiz bu de¤ifliminaciliyetine karfl› haz›r olmal›y›z. Yenilikçili¤e iliflkin kararl› uyar›lardabulunmak benim önceliklerimden biri. Ve herkesin, bu de¤ifliminbir gözlemcisi de¤il, etkin bir kat›l›mc›s› olmas› yönündeki sorumlulu¤ununfark›nda olmas›n› sa¤layaca¤›m. ‹kinci olarak tak›m çal›flmas›.Yönetim kadrosunun hissedarlar›n projelerinde yer almas›bir gereklilik. Di¤er bir deyiflle, bilinen tan›m›yla “tak›m çal›flmas›”n›uygulamaya almak. Bu ba¤lamda, temel hedeflerimiz flunlar: çal›flmaarkadafllar›m›z›n hedeflerimize yönelik sorumluluklar›n›n bilincindeolmalar›n› temin etmek, çal›flanlar›m›z›n aras›ndaki motivasyonuteflvik edecek güçlü bir liderlik oluflturmak, tak›m›n elde edece¤isonuçlara yap›c› katk›da bulunmaya iliflkin hevesli bir duyarl›l›ksa¤lamak. Üçüncü vazgeçilmez bir özellik de, uluslararas› varl›¤›m›-z› artt›rmak. Küreselleflmenin meydan okuyufluyla, ancak ifl modelimiziher bir pazar›n kendine has ekonomik, sosyal ve kültürel gereksinimlerinegöre ayarlayarak özellefltirebilirsek, bafla ç›kabilir, vemücadeleyi kazanabiliriz. Özellikle, geliflmekte olan pazarlar büyüyebilmekiçin eflsiz, ola¤and›fl› f›rsatlar sunuyolar. Bu f›rsat› yakalamakiçin yeterince ak›ll› olmak zorunday›z.our growth according to the development of our existing brands andthe introduction of other brands of our company as well as exploitingall the potential opportunities of the market.How does it feel to be the CEO of a world-famous brand? Haveyou ever had concerns for the future? What are they, if any?Benetton has 40 years of successful history, strong values and aninnovative business model based on strong partnership, worldwideinternationalization and a focus on product quality. I feel honored toparticipate in this phase of the company’s development and I’m fullycommitted to achieving the important goals for growth according tothe strategies and priorities shared with the shareholders. Benetton isa company with the ability to promote the image of the Italianbusiness model across the world -something that is particularlyimportant to those like me who have lived abroad for many yearsthanksto being a globally-recognised brand.What are the three indispensable characteristics of business life (inyour opinion)?The first one is to look ahead. In fact, Benetton’s first objective is tospeed up the ongoing evolutionary process, focusing on continuity.No revolution, but we must all be alive to the urgency of this change.Providing constant reminders of the necessity of innovating will beone of my priorities. And I’ll make sure that everyone is constantlyaware of his or her responsibility of being an active participant, not anobserver of that change.The second characteristic is the teamwork. It is necessary to involvethe management in the shareholders’ project; in other words, toimplement what is popularly known as teamwork. To this end, our keygoals are: to ensure collaborators feel responsibility for our objectives;strong leadership to foster motivation amongst collaborators; a keenawareness of and constructive contribution to the team’s results.The third essential characteristic is to boost our internationalpresence. We’ll win the challenge of globalisation if we can customiseour business model, fine-tuning it to each market’s specific economic,social and cultural requirements. In particular, emerging markets offera unique, extraordinary opportunity for growth. We must be smartenough to grasp that opportunity.Which country in your opinion is the most interesting one? Why?Insight YASED okuyucular›na nas›l bir mesaj vermek istersiniz?Ben Türkiye’nin en ümit veren pazarlardan biri oldu¤una inan›yorum.Ve Benetton Grubu 20 y›ll›k deneyiminden yararlanarak buradakivarl›¤›n› daha da gelifltirmek istiyor.What would you like to say to Insight YASED readers?The top five regional priorities for Benetton are: Eastern Europe andthe former Soviet Union, China, India, South America and Turkey.These are countries where in the comming future we will accelerateI strongly believe that Turkey is one of the most promising marketsand Benetton group want to capitalize its 20 year-old experience tofurther develop its presence here.INTERNATIONAL INVESTORS ASSOCIATION OF TURKEYULUSLARARASI YATIRIMCILAR DERNE⁄‹ULUSLARARASI YATIRIMCILAR DERNE⁄‹INTERNATIONAL INVESTORS ASSOCIATION OF TURKEY
18 kronometre/chronometerchronometer/kronometre 19Avon’la Sa¤l›¤a Yolculuk SöyleflileriJourney to Health With Avon TalksTelevizyon programc›lar› Özlem Gürses ve Ahu Özyurt’un da kat›ld›¤›“Avon’la Sa¤l›¤a Yolculuk” söyleflileri Füsun Sayek Sa¤l›k veKültür Etkinlikleri kapsam›nda ‹skenderun’un Arsuz yöresinde gerçeklefltirildi.Türk kad›nlar›n› meme kanseri konusunda bilinçlendirmekamac› ile hayata geçirilen en önemli sosyal sorumluluk çal›flmalar›ndanbiri olan “Avon’la Sa¤l›¤a Yolculuk” Projesi kapsam›ndaki“Meme Kanserinde Erken Teflhisin Önemi” konulu halkaaç›k bilinçlendirme söyleflisi geçti¤imiz aylarda ‹skenderun’un Arsuzyöresinde düzenlendi. Söyleflilerde konuflma yapan Avon’unHalkla ‹liflkiler ve Pazarlama ‹letiflimi Sorumlusu Melis Atabek“Geçti¤imiz y›l meme kanserinden hayat›n› kaybeden Dr. FüsunSayek, ‹stanbul’da 2005 y›l›’nda düzenledi¤imiz 1. Meme KanseriyleMücadele Yürüyüflü’ne kat›lm›fl, konuflmas›nda kad›nlara pekçok mesaj vermifl ve meme kanseri ile ilgili bilinçlendirme çal›flmalar›naverdi¤imiz destek için bizlere de teflekkür etmiflti” dedi. Türkiye’deilk defa hizmete giren Meme Kanseri Bilgilendirme Hatt›ile ilgili de bilgi veren Melis Atabek, Meme Kanseri BilgilendirmeHatt›’n›n Türk Kanser Araflt›rma ve Savafl Kurumu ve Avon taraf›ndanbirlikte yürütüldü¤ünü dile getirdi. Kad›nlar›n kad›nlar içinçal›flt›¤› flirket olan Avon, düzenledi¤i “Meme Kanserinde ErkenTeflhisin Önemi” konulu söyleflilerle, kad›nlar› meme kanseri, erkenteflhisin önemi ve kendi kendine muayene yöntemleri konusundabilinçlendirmeyi hedefliyor.“Journey to Health With Avon”, talks also attended by thetelevision programmers Özlem Gürses and Ahu Özyurt, wererealized in the Arsuz region of Iskenderun, within the scope ofFüsun Sayek Health and Culture Activities. The informativepublic talk on “The Importance of Early Diagnosis in BreastCancer” within the scope of the “Journey to Health WithAvon” Project, one of the most important social responsibilityactivities aiming to raise the awareness of Turkish women onthe subject of breast cancer, was realized in the past months inIskenderun’s Arsuz region. At her speech during the talks,Avon’s Public Relations and Marketing CommunicationsManager Melis Atabek has declared, “Dr. Füsun Sayek who losther fight against breast cancer last year, had participated in the“1. Fight Against Breast Cancer Walk” we organized in Istanbulin 2005, had given gave women many messages in her speech,and had thanked us for our support to the efforts for increasingawareness of breast cancer. Atabek, also giving information onthe Breast Cancer Information Line, in service for the first timein Turkey, said that the Breast Cancer Information Line is beingadministered jointly by the Turkish Association for CancerResearch and Control and Avon. With the talks on “TheImportance of Early Diagnosis in Breast Cancer,” Avon, acompany where women work for women, aims to raise theawareness of women on breast cancer, the importance of earlydiagnosis and methods of self-examination.Christian Lacroix Rouge ve NoirParfümlerinin tan›t›m› Sait HalimPafla Yal›s›’nda gerçekleflti!Christian Lacroix Rouge&Noir Perfumes are introducedat the Sait Halim Pafla Waterside Residence!Dünyaca ünlü moda tasar›mc›s› Christian Lacroix’n›n Avon’aözel olarak tasarlad›¤› Christian Lacroix Rouge EDP ve NoirEDT’nin tan›t›m›, Sait Halim Pafla Yal›s›’nda düzenlenen fl›k birpartiyle gerçeklefltirildi. ‹fl, sanat ve cemiyet hayat›n›n ünlü simalar›n›nve bas›n›n yer ald›¤› partiye yaklafl›k 260 kifli kat›ld›. Hollywoody›ld›zlar›n› giydiren haute couture devi ünlüFrans›z modac› Christian Lacroix’n›n imzas›n› tafl›-yan parfümlerin tan›t›m partisi renkli görüntüleresahne oldu. Pazarlama ‹letiflimi ve Halkla ‹liflkiler MüdürüEda Bekem’in aç›l›fl konuflmas›n› yapt›¤› geceChristian Lacroix’n›n Avon için tasarlad›¤› parfümlerleilgili yorumlar›n›n yer ald›¤› film ile devam etti.Sait Halim Pafla Yal›s›’nda caz›n yeni yüzü ‹lhemKhodja’n›n sahne ald›¤› muhteflem bir partiyletan›t›lan Christian Lacroix Rouge’u 28 Eylültarihinden itibaren 0800 211 44 80 numaral›telefon hatt›n› arayarak sat›n almak mümkün.K›rm›z› ve siyah›n hakim oldu¤u flamenko dans gösterisininard›ndan, caz vokaliyle be¤eni toplayan‹lhem Khodja sahne ald›. Caz müzi¤i eflli-¤inde geç saatlere kadar devam eden gecede,davetliler birbirileriyle sohbet etme f›rsat›buldular. Sait Halim Pafla Yal›s›’nda bulunankifliler aras›nda Gökhan-Siren Ertan Çarm›kl›,Metin Uca, Sema Çelebi, Etel-RoberBaler, Deniz-Haluk Berdan, Müge-NaimArnas, Varol Kaynar-Pelin Akat gibi ünlülervard›.Christian Lacroix Rouge EDP and Noir EDT, created by the worldfamousfashion designer Christian Lacroix exclusively for Avon,were introduced at a stylish party organized at the Sait Halim PaflaMansion. There were approximately 260 guests at the party,including many famous faces from business, art, and society circles aswell as the press. There were many colorful moments at theintroduction party for the perfumes carrying the signature of theFrench designer Christian Lacroix, the haute couture giant whodresses Hollywood stars. The evening started with an openingspeech by Marketing Communications and Public Relations DirectorEda Bekem, and continued with a film showing Christian Lacroix’scommentary on the perfumes he designed for Avon. ChristianLacroix Rouge, introduced at a magnificient party at the Sait HalimPafla Mansion featuring ‹lhem Khodja -the new face of jazz- will beavailable for from September 28 th by calling 0800 211 44 80. After aflamenco dance show in red and black, ‹lhem Khodja, admired for hisjazz vocals, took the stage. The party continued to the late hours ofthe evening with the accompany of jazz music, and the guests hadthe opportunity to chat. Among the famous faces at the Sait HalimPafla Mansion, were Gökhan-Siren Ertan Çarm›kl›, Metin Uca, SemaÇelebi, Etel-Rober Baler, Deniz-Haluk Berdan, Müge-Naim Arnasand Varol Kaynar-Pelin Akat.INTERNATIONAL INVESTORS ASSOCIATION OF TURKEYULUSLARARASI YATIRIMCILAR DERNE⁄‹ULUSLARARASI YATIRIMCILAR DERNE⁄‹INTERNATIONAL INVESTORS ASSOCIATION OF TURKEY