United Colors of Benetton
- Founded in 1965 by Luciano Benetton and his family in Veneto, Italy, the company is known for its "shock" appeal in its choice of ad campaigns as well as savvy business practices. Beginning in the early 1990s, however, the company struggled with its brand identity and began losing market share. Luciano, who was seventy-one years old in 2006, was grooming his son, Alessandro, to succeed him and is committed to creating a classic well-made line of clothing. Its European competition consists of H&M and Zara, both of which are hailed as trendy retailers. Benetton plans to again secure a strong market share in Italy, as well as China and India. In 2000, Oliviero Toscani, Benetton's creative director of eighteen years, departed the company. Toscani is credited with the company's attention-grabbing advertising campaigns. And while many believed this assisted the brand, business relationships were also severed because of them. In 1993, Sears, Roebuck and Company dropped the Benetton USA line and it was estimated that Benetton lost upwards of $100 million in sales. Fabrica, a think tank formed by Benetton and comprised of creative individuals, is now considered the key in developing a strong brand identity. The company plans extensive store rollouts in China, with the aim to have 200 stores there by the year 2008.
Historical Dictionary of the Fashion Industry. Francesca Sterlacci and Joanne Arbuckle.
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United Colors of Benetton — Benetton Logo de Benetton1 Création 1965 (Trévise, Italie) … Wikipédia en Français
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Benetton — [englisch benɪtən ], italienische Modefirma. Das Unternehmen wurde 1966 von Luciano Benetton (* 1935) und seiner Schwester Giuliana bei Treviso gegründet. Benetton präsentierte sich zunächst als eine auf farbige Sweatshirts spezialisierte… … Universal-Lexikon
Benetton Group — … Википедия
Benetton Group — Infobox Company company name = Benetton Group company company type = Public (ISE|IT0003106777|BEN) foundation = Treviso, Italy (1965) location = Ponzano Veneto key people = Luciano Benetton, Chairman Giuliana Benetton, Director Gilberto Benetton … Wikipedia
Benetton Group — Logo de Benetton Group Création 1965 Forme juridique … Wikipédia en Français