Benetton Group History
Earlier company descriptions, brand line-ups, store counts and photographs from the history of Benetton Group, kept for historical reference.
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The Company Description of Its Time
The Benetton Group profile in this directory is deliberately organised the way the group organises itself: a short history by decade, then a brand-by-brand account, because Benetton is not one label but a portfolio built on a single idea. The decade line is the cleanest summary the company has: 1960's - the idea of color. 1965 - the Benetton Group is established. 1970's - a business model making the difference: unique, flexible and innovative. 1980's - Benetton communication campaigns known all over the world. 1990's - a global company present in 120 countries. 2000's - Benetton grows with the market: over 150 million garments produced every year and distributed in around 6,000 contemporary stores.
The Four Brands
United Colors of Benetton is the global flagship: an international style that combines color, quality and fashion, with womenswear, menswear, childrenswear and underwear collections offering a total look for everyday, for work and for leisure, in the city and outdoors. The Benetton Baby label is dedicated to the prenatal and under-fives world, and the brand extends into accessories, eyewear, perfumes, a home collection and baby products in selected specialized shops worldwide. Color is not a seasonal theme for this brand; in the group's own structure it is the founding product idea, carried from knitwear into every category above.
Undercolors of Benetton is the extension line for underwear, beachwear and sleepwear collections, plus accessories for women, men and children - a wide selection of recurring basic colors enriched every season with the latest trends, sold through its own chain of more than 500 locations in thirty countries and in selected Benetton shops. Sisley is the group's most fashion forward brand, presenting elegant collections with special attention to design, fabrics and new shapes, strong-impact advertising, and the Sisley Young line for children from 8 to 12. Playlife is the leisurewear multi-brand, drawing inspiration from preppiness and bringing together different life-styles and purchasing experiences under one name.
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References & Further Reading
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