Our History

Introduction

Benetton is one of the best-known fashion companies in the world, present in the most important markets in the world with a network of about 5,000 stores; a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation. The history of Benetton is built on innovationseen in its bright colors, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate and now the firm has taken up the challenge of globalisation, with constant investments and a competent, flexible organisation that takes change in its stride. The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in the strong, dynamic personality of the brands United Colors of Benetton and Sisley.

Benetton Group’s communication has evolved along a definite and coherent path: from stance on social issues, to active collaboration with organisations committed to solidarity. Importance has always been given to the commitment of individuals around the world as the primary mechanism for motivating society as a whol

Our History

Benetton Group S.r.l. is a global fashion brand based in Ponzano Veneto, Italy in 1965. Benetton Group has a network of about 5,000 stores in the main international markets.

Benetton is known for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as a creative director. In 1984, Toscani photographed the first multiracial ad for the brand which shocked the whole fashion world. In 1989, Toscani refocused Benetton's advertising strategy. The campaign's graphic, billboardsized ads depicted a variety of shocking subjects, including the deathbed scene of a man dying from AIDS. Another ad featured a bloodied, unwashed newborn baby with the umbilical cord still attached.

The company is trying to recreate its past glory with iconic products. In addition to launching four capsule apparel series including classic designs, the company also launched the Women Empowerment Programme aimed at improving women's lives. In Benetton's Chief Product Officer John Mollanger's words, "Be ourselves, focus on the knitwear we are good at, as well as innovation and social commitment.