John Mollanger joined Benetton last year and has been tasked with implementing a new strategy that aims to bring product and social causes together. As part of this shift, he has implemented a three-year plan that will also transform the Benetton Group’s business model to focus on selling from its own stores instead of third-party retailers. With time served across a range of sports and leisurewear brands including Nike, Puma and most recently Asics, he is used to dealing with a crowded market. He says his proudest career moment has been bringing consumer and brand culture to Asics. “It had been for the longest time an admirable product-and business-led organisation, with strong regional marketing teams, but one that did not have a central brand brain,” he says.
Biggest challenge: “To guarantee operational excellence, without ever forgetting that you build a brand by being bold. It’s a challenge that reaches from strategic goal setting to recruiting, to people management and eventually to KPI and performance measurement.”