Story Image

Quick handled.

Daniele Fregnan, Head of Logistics at Benetton, on quality in the air cargo business.

“At Benetton, the quality of the processes must match the quality of the garments,” says Daniele Fregnan (l.), Head of Logistics at Benetton. Antonio Dinis Queiros, Manager Northeast Italy at Lufthansa Cargo, Venice, knows how to ensure this: “For us, transparency and process optimization are a standing order.”

Story Image

Marco Polo Airport, Venice, March 7, 7.30 a.m. LH326 from Frankfurt glides over the lagoon city. The Airbus A321 touches down gently on the runway. On board: over 150 passengers. In the cargo hold: finest-quality garments. Soft pullovers, light summer dresses, suits, robust jeans and colorful childrenswear – the new Benetton collection 2012, partially manufactured in Asia and flown in via Frankfurt. The plane has hardly landed when the handling process begins. The goods are swiftly loaded onto trucks to be transported to the central warehouse in Castrette 30 kilometers away – one of the three hubs worldwide.

Story Image

Three hours later, the pallets are taken to the huge warehousing complex by the trucks that stand patiently in the glistening sunlight. Inside the facility: hectic activities. A fully automated sorting system allocates the suits, dresses and pullovers to cardboard boxes and sends them on their way. Whirring conveyor belts transport the receptacles with their marked destinations and contents through an underground tunnel 1.1 kilometers long to the distribution center.

Here too, there is state-of-the-art warehousing high-tech: on 30,000 square meters, sorting slides move rapidly to and fro between rack systems as if controlled by some invisible hand. The racks tower up several stories high. Boxes are grabbed, pushed into apertures or onto the next belts.

Story Image

“The majority of goods manufactured by Benetton arrive in Castrette, and we send them from the distribution center to 6,400 stores worldwide,” explains Daniele Fregnan, Head of Logistics. The Italian is in charge of the entire Benetton logistics and also responsible for the company’s own forwarding company Benind, which cooperates with various subcontractors. “I’ve been working for Benetton for many years.

Story Image

After interruptions, I’ve always returned. For me, Benetton is an expression of success, harmony and progress.”

The Italian family-run company began its success story 45 years ago when it opened its first own factory. Today, the Benetton Group is represented worldwide in 120 countries and operates the brands United Colors of Benetton, Undercolors of Benetton, Sisley and Playlife in the clothing sector. “Benetton has been facing a lot of competition during recent years. We have mainly set ourselves apart through the quality of our garments, both as regards design and material,” explains Fregnan.

“This quality, however, must also be matched by the quality of the logistical process!” The distribution inside Italy takes one to two days, and between three and five days are estimated for all other destinations. 85 percent of the goods in interim storage in Castrette reach their destination by land. Fregnan: “Our aim is flawless, fast and punctual delivery. This is my challenge. But also my own personal goal.”

Story Image

Benetton only transports about three percent of its entire volume of goods as airfreight. In the field of exports from Italy, however, this is nonetheless about 2,300 tons per year. The most important destinations are New York, Tokyo, Mexico City, Taipei, Bogotá and Miami. Lufthansa Cargo flies approximately 27 percent of the airfreight volume. “Benetton is therefore our biggest customer in this region,” says Antonio Dinis Queiros. The Manager Northeast Italy at Lufthansa Cargo in Venice is responsible for the region and has been working for the company with the crane as its logo for 24 years. 

Story Image

“The collaboration with Benetton is correspondingly close,” says the man born in Portugal. “We are constantly optimizing the processes and have developed a very transparent business relationship.”

Benetton’s Head of Logistics Fregnan also appreciates the value of this collaboration: “The traditional attitude of many Italians when it comes to punctuality does not fit in particularly well with the requirements of the logistics industry,” he says with a smile and adds: “What Lufthansa offers here in the way of service and reliability is not only excellent, but also indispensable for Benetton’s quality claim.”

Despite the already highly developed and sophisticated distribution process at Benetton, however, there are new ideas.
    
In future, a number of goods movements will no longer take place via the big central warehouse in Venice. “We can shorten the distances at many points,” says Fregnan.

As 50 percent of the goods are manufactured in Asia, 30 percent in Tunisia and 20 percent in Eastern Europe, he feels that there are many possibilities for direct links to the sales destinations.

Fregnan: “It’s a good thing to have established a reliable quality standard, but this process must never end.”

Benetton’s Head of Logistics Fregnan also appreciates the value of this collaboration: “The traditional attitude of many Italians when it comes to punctuality does not fit in particularly well with the requirements of the logistics industry,” he says with a smile and adds: “What Lufthansa offers here in the way of service and reliability is not only excellent, but also indispensable for Benetton’s quality claim.”

Despite the already highly developed and sophisticated distribution process at Benetton, however, there are new ideas.

In future, a number of goods movements will no longer take place via the big central warehouse in Venice. “We can shorten the distances at many points,” says Fregnan.

As 50 percent of the goods are manufactured in Asia, 30 percent in Tunisia and 20 percent in Eastern Europe, he feels that there are many possibilities for direct links to the sales destinations.

Fregnan: “It’s a good thing to have established a reliable quality standard, but this process must never end.”

 

5 questions to Daniele Fregnan.

What are your company’s most important quality characteristics?
At Benetton you can breathe. There is an atmosphere of creativity, ingenuity and passion for art. The fact that I have returned to this wonderful company for the third time has nothing to do with money.

What do you regard as the signs of a good cargo airline?
Genuine willingness to provide services including tracking & tracing and pro-active information.
    
Which product or which service outside of the cargo world is characterized by special quality?
Lufthansa’s Senator Lounge. In general, quality for me is when I buy something – whether a product or a service – and the provider has already understood my requirements before I have explained them

What does quality of life mean for you?
To have time for my wife and my daughter, doing sport, listening to music.

What are your own personal qualities? 
Predictability and reliability.

5 questions to Daniele Fregnan.

What are your company’s most important quality characteristics?
At Benetton you can breathe. There is an atmosphere of creativity, ingenuity and passion for art. The fact that I have returned to this wonderful company for the third time has nothing to do with money.

What do you regard as the signs of a good cargo airline?
Genuine willingness to provide services including tracking & tracing and pro-active information.

Which product or which service outside of the cargo world is characterized by special quality?
Lufthansa’s Senator Lounge. In general, quality for me is when I buy something – whether a product or a service – and the provider has already understood my requirements before I have explained them

What does quality of life mean for you?
To have time for my wife and my daughter, doing sport, listening to music.

What are your own personal qualities? 
Predictability and reliability.

 

5 questions to Antonio Dinis Queiros.

What are your company’s most important quality characteristics?
Reliability and customer orientation as well as a broad product portfolio.

What do you regard as the signs of a good cargo airline?
The ability to meet customer expectations. The service must correspond to what the customer has paid.

Which product or which service outside of the cargo world is characterized by special quality?
A good pair of designer shoes, a delicious cheese from the mountains of my native country Portugal or a Ferrari sports car.
    
What does quality of life mean for you?
To be able to free myself mentally from my work when I need time for myself and for those I love.

What are your own personal qualities? 
Powers of assertion, enthusiasm and dedication.

Photos:

Volker Römers, Ralf Kreuels

planet 1/2012

5 questions to Antonio Dinis Queiros.

What are your company’s most important quality characteristics?
Reliability and customer orientation as well as a broad product portfolio.

What do you regard as the signs of a good cargo airline?
The ability to meet customer expectations. The service must correspond to what the customer has paid.

Which product or which service outside of the cargo world is characterized by special quality?
A good pair of designer shoes, a delicious cheese from the mountains of my native country Portugal or a Ferrari sports car.

What does quality of life mean for you?
To be able to free myself mentally from my work when I need time for myself and for those I love.

What are your own personal qualities? 
Powers of assertion, enthusiasm and dedication.

 

Photos:

Volker Römer, Ralf Kreuels

planet 1/2012