Benetton

The fashion brand "Benetton" is far from simple or ordinary and is part of an entire empire ("Benetton Group"), which in turn belongs to "Holding Edizione Srl". The "Benetton Group" was founded in 1965 by Luciano and Giuliana Benetton, who wanted to take up the challenge and constantly expand their late father's clothing business. At that time, the only Benetton garments were men's shirts and the first colorful knit sweaters, which sold out fast; this led "Benetton" to establish its own knitwear factory at the same time as the "Benetton Group" in 1965. While production was starting up, the colorful brand expanded its boutiques abroad. With a rich assortment, "Benetton" was able to export more than half of its production from the 1980s and increase its popularity in the US and the Far East. Meanwhile, the Italian ready-to-wear collection was sold in nearly 5,000 stores in more than 80 countries worldwide. Beautifully crafted men's and women's collections "United Colors of Benetton" account for the largest share of sales. Underwear ranks under "Undercolors of Benetton," casual wear is called "Playlife," and "Jean's West" represents the jeans offering. "Benetton" operates with Oliviero Toscani but also a very clever marketing with references to diverse societal causes like the Bosnian war, AIDS or celibacy. In addition, "Benetton" also appeared as a sponsor in various sports games (rugby, Formula 1, basketball). In line with the colorful fashion of "Benetton", the label also publishes its cultural and photo magazine created in the communication center founded in 1994.