Benetton Group S.r.l. () is a global fashion

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...

based in

Ponzano Veneto Ponzano Veneto is a ''comune'' (municipality) in the Province of Treviso in the Italian region Veneto, located about north of Venice and about northwest of Treviso. Ponzano Veneto borders the following municipalities: Paese, Povegliano, Treviso ...

, Italy, founded in 1965. Benetton Group has a network of about 5,000 stores worldwide. It is a wholly owned subsidiary of the

Benetton family Four members of the Italian Benetton family () founded the Benetton Group S.p.A. fashion company in 1965.Belluno and three years after in

Paris Paris () is the Capital city, capital and List of communes in France with over 20,000 inhabitants, most populous city of France, with an estimated population of 2,165,423 residents in 2019 in an area of more than 105 km² (41 sq mi), ma ...

. The company's core business consists of clothing brands United Colors of Benetton and Sisley. Benetton was an iconic brand in the 1980s and 1990s, but has since struggled to regain this position. In 2000, it ranked 75th in Interbrand's ranking of the best global brands; however, by 2002, it had dropped out of the list. In 2012, Benetton Group was

delisted In corporate finance, a listing refers to the company's shares being on the list (or board) of stock that are officially traded on a stock exchange. Some stock exchanges allow shares of a foreign company to be listed and may allow dual listing, su ...

from the stock exchange and is now a fully owned subsidiary of the

Benetton family Four members of the Italian Benetton family () founded the Benetton Group S.p.A. fashion company in 1965.Luciano Benetton Luciano Benetton (born 13 May 1935) is an Italian billionaire businessman and one of the co-founders of Benetton Group, an Italian fashion brand. He served as the chairman of Benetton from 1978 to 2012. Early life Luciano Benetton was born on ...

, who was then 83 years old, returned from retirement as Executive Chairman for the brand. Revival efforts also included appointing

Jean-Charles de Castelbajac Jean-Charles, marquis de Castelbajac (born 28 November 1949), also known as JC/DC, is a Moroccan/French fashion designer. He has enjoyed international success with some of his creations, including a coat of teddy bears worn by pop star Madonna ...

as artistic director and re-appointing photographer

Oliviero Toscani Oliviero Toscani (born 28 February 1942) is an Italian photographer, best-known worldwide for designing controversial advertising campaigns for Italian brand Benetton, from 1982 to 2000. Toscani was born in Milan, and took up photography foll ...

. As of 2020, United Colors of Benetton has 1,500 employees and uses 25,000 workers through

subcontractor A subcontractor is an individual or (in many cases) a business that signs a contract to perform part or all of the obligations of another's contract. Put simply the role of a subcontractor is to execute the job they are hired by the contractor f ...

s. In March 2020, Massimo Renon was named CEO of the company.

Marketing

Benetton is known for its sports sponsorships, and for its "United Colors"

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

campaign. In 1982, Benetton hired

creative director A creative director (or creative supervisor) is a person who makes high-level creative decisions and, with those decisions, oversees the creation of creative assets such as advertisements, products, events, or logos. Creative director positions ar ...

, which led to a change in advertising focus towards raising awareness for various issues worldwide. In 1984, Toscani photographed the first multiracial ad for the brand. In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton" campaign. The campaign's graphic, billboard-sized ads depicted a variety of shocking subjects, including the deathbed scene of a man ( AIDS activist David Kirby) dying from AIDS. Another ad featured a bloodied, unwashed newborn baby with umbilical cord still attached. The newborn ad prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its 1991 annual report that the Benetton baby ad "attracted more complaints than we have ever previously known." A third ad included a black stallion copulating with a white mare, while a fourth advert showed a light-skinned girl with blond hair hugging a dark-skinned boy whose hair was shaped into devil horns. In 2000, Benetton was included in the reference publication ''

Guinness World Records ''Guinness World Records'', known from its inception in 1955 until 1999 as ''The Guinness Book of Records'' and in previous United States editions as ''The Guinness Book of World Records'', is a reference book published annually, listing world ...

'' for the "Most Controversial Campaign." In November 2011, Benetton created the UNHATE Foundation, launching a worldwide communication campaign described as an invitation to leaders and citizens of the world to combat the "culture of hatred." Benetton claimed the campaign was created to serve as its corporate social responsibility strategy. The UNHATE poster series uses altered images of political and religious leaders, such as then-

President of the United States The president of the United States (POTUS) is the head of state and head of government of the United States of America. The president directs the executive branch of the federal government and is the commander-in-chief of the United States ...

Barack Obama Barack Hussein Obama II ( ; born August 4, 1961) is an American politician who served as the 44th president of the United States from 2009 to 2017. A member of the Democratic Party, Obama was the first African-American president of the ...

and Hugo Chávez, then President of

Venezuela Venezuela (; ), officially the Bolivarian Republic of Venezuela ( es, link=no, República Bolivariana de Venezuela), is a country on the northern coast of South America, consisting of a continental landmass and many islands and islets in th ...

, kissing each other. Following

Vatican Vatican may refer to: Vatican City, the city-state ruled by the pope in Rome, including St. Peter's Basilica, Sistine Chapel, Vatican Museum The Holy See * The Holy See, the governing body of the Catholic Church and sovereign entity recognized ...

protests, Benetton removed an ad purportedly showing

Pope Benedict XVI Pope Benedict XVI ( la, Benedictus XVI; it, Benedetto XVI; german: link=no, Benedikt XVI.; born Joseph Aloisius Ratzinger, , on 16 April 1927) is a retired prelate of the Catholic church who served as the head of the Church and the soverei ...

kissing Ahmed Mohamed el Tayeb, the imam of

Egypt Egypt ( ar, مصر , ), officially the Arab Republic of Egypt, is a transcontinental country spanning the northeast corner of Africa and southwest corner of Asia via a land bridge formed by the Sinai Peninsula. It is bordered by the Medit ...

Al Azhar Al-Azhar Mosque ( ar, الجامع الأزهر, al-Jāmiʿ al-ʾAzhar, lit=The Resplendent Congregational Mosque, arz, جامع الأزهر, Gāmiʿ el-ʾazhar), known in Egypt simply as al-Azhar, is a mosque in Cairo, Egypt in the historic ...

mosque A mosque (; from ar, مَسْجِد, masjid, ; literally "place of ritual prostration"), also called masjid, is a place of prayer for Muslims. Mosques are usually covered buildings, but can be any place where prayers ( sujud) are performed, ...

. Benetton won the Press Grand Prix at the 2012 Cannes Ad festival for its Unhate campaign. In November 2017, Benetton launched a campaign in collaboration with Devbhumi, a company owned by rural women from

India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the so ...

's remote

Uttarakhand Uttarakhand ( , or ; , ), also known as Uttaranchal ( ; the official name until 2007), is a state in the northern part of India. It is often referred to as the "Devbhumi" (literally 'Land of the Gods') due to its religious significance and ...

region. The initiative claimed to have empowered more than 6,000 rural women artisans in India. In 2019, Benetton Group announced it would be hosting one of the four days of talks and presentations which makes up the 88th annual International Wool Textile Organisation (IWTO) congress.

Sport and sponsorship

Benetton Group entered

Formula One Formula One (also known as Formula 1 or F1) is the highest class of international racing for open-wheel single-seater formula racing cars sanctioned by the Fédération Internationale de l'Automobile (FIA). The World Drivers' Championship, ...

as a sponsor of Tyrrell in , then

Alfa Romeo Alfa Romeo Automobiles S.p.A. () is an Italian luxury car manufacturer and a subsidiary of Stellantis. The company was founded on 24 June 1910, in Milan, Italy. "Alfa" is an acronym of its founding name, "Anonima Lombarda Fabbrica Automobili." "A ...

in ; this arrangement was extended to both Alfa and

Toleman Toleman Motorsport was a Formula One constructor based in the UK. It was active between 1981 and 1985 and participated in 70 Grands Prix. Origins The Toleman company was formed in 1926 by Edward Toleman for the purpose of delivering Ford ...

in .

Benetton Formula Benetton Formula Ltd., commonly referred to simply as Benetton, was a Formula One constructor that participated from to . The team was owned by the Benetton family who run a worldwide chain of clothing stores of the same name. In 2000, the t ...

Ltd. was formed at the end of 1985 when the Toleman and

Spirit Spirit or spirits may refer to: Liquor and other volatile liquids * Spirits, a.k.a. liquor, distilled alcoholic drinks * Spirit or tincture, an extract of plant or animal material dissolved in ethanol * Volatile (especially flammable) liquids, ...

teams were sold to the Benetton family. The team saw its greatest success under Flavio Briatore, who managed the team from to .

Michael Schumacher Michael Schumacher (; ; born 3 January 1969) is a German former racing driver who competed in Formula One for Jordan, Benetton, Ferrari, and Mercedes. Schumacher has a joint-record seven World Drivers' Championship titles (tied with Lewis ...

won his first Drivers' Championships with the team in and , and the team won their only Constructors' title in 1995. From , the team raced under an Italian licence, although it continued to be based, like Toleman, in Oxfordshire in England. The team was bought by

Renault Groupe Renault ( , , , also known as the Renault Group in English; legally Renault S.A.) is a French multinational automobile manufacturer established in 1899. The company produces a range of cars and vans, and in the past has manufacture ...

for US$120 million in and was rebranded

Renault F1 The French automotive manufacturer Renault has been associated with Formula One as both team owner and engine manufacturer for various periods since 1977. In 1977, the company entered Formula One as a constructor, introducing the turbo engine ...

in 2002. In 1979, Benetton first sponsored their (then amateur) local rugby team, A.S. Rugby Treviso.

Benetton Rugby Benetton Rugby, also known as Benetton Treviso ( or ), is an Italian professional rugby union team based in Treviso, Veneto competing in the United Rugby Championship, the European Rugby Challenge Cup and European Champions Cup. Treviso rugby ...

has since become a major force in Italian rugby, with 11 league titles and supplying many players to the national team. Benetton Group has also sponsored Treviso Basket (1982–2012) and Sisley Volley (1987–2012). Image:Tyrrell 011 1983.jpg, The 1983 season Tyrrell 011, showing the company's logo at the time. Image:Benetton B 194 4841.JPG, Schumacher's B194 of the 1994 season. Image:Patrese, Alfa Romeo 02.08.1985.jpg, Riccardo Patrese's

Benetton 185T.

Criticisms

In 1991, Edizone Holding International, a Benetton subsidiary, bought Compañía de Tierras del Sud Argentino S. A. and became the largest private landowner in

Argentina Argentina (), officially the Argentine Republic ( es, link=no, República Argentina), is a country in the southern half of South America. Argentina covers an area of , making it the second-largest country in South America after Brazil, th ...

after taking over the land the company had inherited from the 19th century

Conquest of the Desert The Conquest of the Desert ( es, Conquista del desierto) was an Argentine military campaign directed mainly by General Julio Argentino Roca in the 1870s with the intention of establishing dominance over the Patagonian Desert, inhabited primar ...

. Benetton has faced criticism, particularly from

Mapuche The Mapuche ( (Mapuche & Spanish: )) are a group of indigenous inhabitants of south-central Chile and southwestern Argentina, including parts of Patagonia. The collective term refers to a wide-ranging ethnicity composed of various groups who s ...

organizations, over its ownership and management of traditional Mapuche lands in

Patagonia Patagonia () refers to a geographical region that encompasses the southern end of South America, governed by Argentina and Chile. The region comprises the southern section of the Andes Mountains with lakes, fjords, temperate rainforests, and g ...

. In 1997, Benetton invested in a museum in Leleque which presented the Mapuche as migrants from Chile, which was interpreted as an attempt to diminish the Mapuche's traditional claims. The Curiñanco-Nahuelquir family was evicted from their land in 2002 following Benetton's claim to it, but the land was restored in 2007. The company published a position statement regarding the Mapuche in Patagonia in 2012. Protests and occupations began again in 2015. Activist Santiago Maldonado was last seen being evicted by the

Argentine National Gendarmerie The Argentine National Gendarmerie ( es, Gendarmería Nacional Argentina, GNA) is the national gendarmerie force and corps of border guards of the Argentine Republic. It has a strength of 70,000. The gendarmerie is primarily a frontier guard forc ...

from the disputed area in August 2017. His body was found two months later. Benetton aroused suspicion when they considered using RFID tracking chips on clothes to monitor inventory. A boycott site alleges the tracking chips "can be read from a distance and used to monitor the people wearing them." Issues of consumer privacy were raised, and the plan was shelved. Benetton's position on RFID technology is also available on their website. PETA launched a boycott campaign against Benetton for buying

wool Wool is the textile fibre obtained from sheep and other mammals, especially goats, rabbits, and camelids. The term may also refer to inorganic materials, such as mineral wool and glass wool, that have properties similar to animal wool. ...

from farmers who practiced

mulesing Mulesing is the removal of strips of wool-bearing skin from around the breech (buttocks) of a sheep to prevent the parasitic infection flystrike (myiasis). The wool around the buttocks can retain feces and urine, which attracts flies. The scar t ...

. Benetton has since agreed to buy nonmulesed wool and has further urged the wool industry to adopt the PETA and Australian Wool Growers Association agreement to end mulesing. Benetton's position statement on the mulesing controversy is available on their website.

Building collapse at Savar

On 24 April 2013, the eight-storey ''Rana Plaza'' commercial building collapsed outside

Dhaka Dhaka ( or ; bn, ঢাকা, Ḍhākā, ), formerly known as Dacca, is the capital and largest city of Bangladesh, as well as the world's largest Bengali-speaking city. It is the eighth largest and sixth most densely populated city i ...

. It housed one of the factories in which Benetton clothing was made. At least 1,130 people died. Benetton first denied reports linking production of their clothing at the factory, but clothes and documents linked to Benetton were discovered at the disaster site. Of the 29 brands identified as having sourced products from the Rana Plaza factories, only nine attended meetings held in November 2013 to agree a proposal on compensation to the victims. Several companies refused to sign including Walmart, Carrefour, Bonmarché, Mango, Auchan and Kik. The agreement was signed by Primark, Loblaw, Bonmarche and El Corte Ingles. A year after the collapse, Benetton faced international protests after failing to pay any compensation to the Rana Plaza Donors Trust Fund. Protests included shutting down Benetton's flagship Oxford Street store in London. In April 2015, Benetton Group announced that it has doubled compensation for Rana Plaza victims recommended by independent assessors (PWC AND WRAP) and applied the principles of the Accord on Fire and Building Safety to global suppliers. Benetton's engagement for Bangladesh is available on their website.

References

External links