Monday, June 9, 2008


Benetton is present in 120 countries around the world with a strong italian character.
The Group has a total yearly production of about 160 million garments and a distribution network of more than 5,500 contemporary stores, mainly managed by independent partners, generating a total turnover of over 2 billion euro.
The advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief that 'communication should not be commissioned from outside the company, but conceived from within its heart.'

As a fashion label for the young, Benetton has understood that putting resources into the building and promotion of its brand name was a sound strategic investment. The “united” colors of its sweaters soon became a metaphor for the united skin tones of the youth from many different countries for whom the sweaters were designed. The United Colors concept spread from encompassing the different races to the ideas of tolerance, peace and respect for diversity.

Benetton made its most incisive technical move in the early 60s, when it developed a procedure for the dyeing of finished garments rather than unwoven fibers. With this technique the company could react much more quickly to fashion trends, in a market where responsiveness is the key. The manipulation of colors therefore became one of the hallmarks of Benetton’s identity and industrial culture.

The Benetton Group has been involved in a series of cultural, social, artistic and sporting activities. Some of these, such as the Benetton Foundation, which focuses on issues relating to the preservation and promotion of the local culture and landscape heritage, reflect the strong links, which the Group has traditionally maintained with its territorial roots.

Benetton Group has never used RFID technology nor have microchips (smart labels) ever been present in the 140 million-plus garments produced and sold throughout the world under its brand names, including Sisley.

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