If you're signature-conscious person, you probably have a shirt with Benetton on it. Or if you didn't get a chance to buy a garment with this brand, I know that you have heard of
Benetton ads for so many years. But, have you ever wondered how this popular brand competitively entered into the market?
It all started as small business for the Benetton family in
Ponzano Veneto, Italy. From the idea of marketing the knit pieces made by Giuliana Benetton, Giualiana and Luciano Benetton decided to turn their home into a small business location. Giuliana manned the production and designs, while Luciano led the sales and marketing. In 1969, the Benettons, including their other brothers Gilberto and Carlo, started to get positive feedbacks from the market of Benetton clothings.
Aside from knitwear, they produced cotton and denim clothes, too. This made them the leader in
fasionable casual clothings for men, women, and children. The use of different colors was their big leap to become MORE popular. And like any company, Benetton experienced the ups and downs in the industry. However, the name has marked in the hearts of the buyers. And until now, Benetton is still the brand for many.
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