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United Colors of Benetton

Classic Colors of Benetton has long been a favorite of many people around the world. To date, Benetton is now the largest clothing manufacturer in Europe. It has also become the largest consumer of wool in the world in terms of clothing. The company has seen great success, but we note that it was not an easy journey. We tell the story of the success of Benetton's modest beginnings.


In the year 1955 saw the eldest among the children of Benetton, Luciano Benetton, the potential market for colored clothes. He was only 20 years and worked as a salesman in Treviso. Because it saw the potential market, he decided to sell the bike belongs to a younger brother so he could buy a used knitting machine. This piece of used equipment, began to make sweaters. Seeing that these jerseys welcomed stores across the Veneto, Italy, Luciano then invited his sisters and brothers to join him in his enterprise.


It was in 1968 when Benetton opened its first store in Belluno. A year later, it also opened a boutique in Paris. Luciano was the acting chairman, while Giberto with administrative matters. Carlo, on the other hand, loaded. Position of chief designer was then assigned to Giuliano. Luciano meeting with Flavio Briatore soon led to expansion in the U.S. market. They started with only 5 stores in 1979, but in 10 years this number increased to 800 to an aggressive franchising.


Company clothing line continued as its lifeline, with its casual line dubbed as United Colors of Benetton. Initially, the Benetton range including casual wear, sportswear, street wear, menswear, women's, children's clothing and underwear. But over the years, which was perceived Benetton great potential to expand its product line. Very soon, covered Benetton toiletries, watches, baby products, perfumes and household as well.

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