The fashion company on Monday confirmed the Benetton heir's exit, calling it "a regular part of the rotation within the board."

Alessandro Benetton, chairman of Benetton Group says if one wants to be relevant in a fast changing world or to be ahead of others one must try to look for new ways to reach the consumer.

MILAN: Alessandro Benetton, the son of one of the Italian fashion brand's founders, has quit theBenetton Group board in a move that has raised union concerns about the company's future.

The fashion company on Monday confirmed the Benetton heir's exit, calling it "a regular part of the rotation within the board."

Alessandro Benetton is the son of Luciano Benetton, one of four siblings who launched the brand that became known for colorful knitwear and provocative advertising campaigns in the 1980s and 1990s.

The Benetton brand more recently has struggled to find its footing and undergone several creative relaunches