Benetton Group S.p.A. derives its name from founding family Benetton. This global fashion has been in existence since 1965. Based in Milan, Benetton operates over 6,500 stores in 120 countries throughout the world. The stores’ independent partners gross over two billion euros annually.
Truly a family venture, the first Benetton store was opened in 1966, in Belluno. Luciano Benetton was chair. His brother Gilberto was CEO, and youngest Carlo was head of the production. Giuliana Benetton was a chief designer.
Benetton has a long time history of working with financier Antonio Percussion. Benetton stores carry such brands as United Colors, Zeroadic, Sisley, and Playlife. The company sells clothing for men, women, and children as well as underwear, perfumes, stationery, glasses, and travel bags.
Benetton stores employ 9500. There are also many small suppliers in Northern Italian region around Treviso and Bangladesh whose livelihood is dependent on dealing with Benetton stores.
Famous for its contentious and creative “United Colors” publicity campaign involving the work of photographer Oliviero Toscani Benetton released striking images unrelated to the actual United Colors products.
“United Colors” made up over half of Benetton’s total sales of adult clothing in 2011. United Colors kidswear made up over 30% of sales. Other major brands include “Sisley Young” names and “Playlife.”
Today, Benetton Group remains a world-famous fashion. Alessandro Benetton has been chairman since April 2012. The company remains true to its original commitment to bright colors. Retail outlets have undergone modernization which has included different production and sales networks global communications and social media advertising.
