Benetton Group (Italy)

Benetton became one of the world's best known clothing brands in the late 1980s, largely as a result of striking and often controversial advertising campaigns which seemed to bear limited relevance to the clothes they represented. Instead Benetton's advertising was principally a platform for the worldview of Luciano Benetton, a leading member of the family which, in typically Italian style, has accumulated substantial interests in numerous sectors other than fashion. In the early 2000s, for example, the Benettons were instrumental in funding the takeover of Telecom Italia by tire and cable maker Pirelli. Other interests range from airport and motorway catering and retail services to farming. Clothing now accounts for 30% or less of the family business. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Fashion & Clothing Sector index for other companies

The Adbrands Company Profile of Benetton summarises the company's history and current operations and also contains the following website links: benneton beneton

Benetton website

United Colors of Benetton	Telecom Italia
Benetton Undercolors	Colors
Sisley	Sisley Volleyball
Playlife	Benetton Basketball
Killer Loop	HMSHost
Grandi Stazioni	Burger King Italy
Benetton Lions	21 Investimenti
Autogrill	Atlantia

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