HISTORY OF CASE BENETTON

• Benetton started in 1995 as a small business in Treviso, Italy.

• The founder of the company was Mr. Lucianno Benetton.

• At the starting of the business Lucianno Benetton and his family started selling colored sweaters door to door in Treviso Italy.

• Over 15-years period Benetton buildup 300 affiliated but independently owned outlets in Italy, and a factory with new methods to dye & condition wool.

• Part of the manufacturing savings is realized by outsourcing the production to neighboring subcontractors.
• Over 80 percent production still takes place in Italy.

• The company is 72% owned by Benetton family.

• Today Benetton has kept its loose network of independent subcontractors and distribution agents but has now built up to a global network of over 7000 retail stores.

• Benetton production and design concepts were built on a strong home-based.

• Benetton focuses its international advertisements for “Lifestyle”.

• The United Colors of Benetton ads are design for homogenous global consumers interested in fast lifestyle.

• In 1988 Benetton had 700 retail stores in the US, but by 1995 it only had 150.