Benetton Group S.r.l. is a global fashion brand based in Italy founded in 1965, that now has a network of about 5.000 stores worldwide.
The Benetton clothing line was created by three brothers and their sister at the instigation of one of the siblings, Luciano Benetton, in a small knitting shop in Ponzano Veneto, Italy.
Before becoming a global fashion icon, Luciano Benetton used to work for a local shop for a while, which has inspired him to start his own business. It has all started with a knitting machine that he has purchased with the financial capital. All of the siblings have taken up on different roles in a company: Benetton was in charge of marketing, Giuliana was the designer, while Carlo and Gilberto were to help in the production. The initial batch of production was twenty pieces of light colored sweaters.
With time, The Benetton Group diversified and decentralized its business. With new franchises, Benetton had shops in megastores in Europe, Asia, America, and Africa. Benetton Group has other business interests outside the clothing lines. It has invested in stock markets, sports and automobile industries. Still, the success of the “Benetton” model is believed to have been reached due to their trust. The Benettons have always preferred to be partners with their producers and distributors rather than to seek vertical integration.
Benetton is famous for the controversial nature of its media campaigns. Some of the advertisements showed emaciated people with the logo HIV/AIDS stamped on them. Others showed human genitalia, some had soldiers drenched in blood with a Kalashnikov rifle. Such graphic images caused dismay in the Italian society, however, the company is stressing that they were a reminder of the realities of life.
When visiting Barcelona, you also have a possibility to visit one of the Bennetton stores. They are scattered around all over the city, so you can always find a nearby store to swing by!