Benetton: The Family, the Business and the Brand

by Jonathan Mantle

Benetton is the story of an extraordinary family and the business they have built from humble origins to a skilfully orchestrated worldwide phenomenon. No other team name has such an ability to charm and shock, to subvert and yet preach conformism, to blend radicalism with capitalism, as Benetton. Behind the united colors and the seamless brand, there are also darker shades and looser threads. These include marginalized members of the family, aggrieved franchise holders, and banks. This is a success story from the frontline of the retail company, where soft fabrics mix with the smell of high-octane petrol and Grand Prix motor racing, and colored condoms combine with Catholicism and capitalism in their most red-blooded forms.

Genres: Nonfiction

Paperback

First published April 8, 1999

Reviews

[Alexsonphoenix · Rating 4 out of 5]

Not greatly detailed stories but adequately captured how a family went from having nothing to eat to multinational company with power, finance, and fame.
In exchange to the enormous success were loneliness, childhood being given up, family, lovers, friends being taken.

This is the price for "success".
Humans have unlimited wants and as humans gain power, fame, humans turn greedy and
Humans keep following the old path of defining 'success'.

Lessons to learn as in the future, I want to drive my family business to a greater ""success"" and meanings toward community and people.

[Geghetsik Aghajanian · Rating 2 out of 5]

BENETTON is a the story of an extraordinary family and the business they have built from humble to a skillfully orchestrated world wide phenomenon.
Jonathan Mantle explores the dark side of the United Colors of Benetton and is the first outsider to cross the barrier of Benetton’s strict control of information about itself.

[Patrick Pilz · Rating 1 out of 5]

This is barely a book at less than a 100 pages, and it is horribly written. Work book I have ever read, honestly.

[Kay Lu · Rating 3 out of 5]

Q15
BENETTON was built by the Benenttons. The family was very poor and they lost their father when whey were young. The children had to work and can not continual their study. They worked in the factory and fabric store and that is the reason that they got ideas to open an new career. At that time, most of the cloths were dark colors and they tried to use colorful color to made their cloths and it became very popular. The career became very successful and also have their brand in the U.S.

Q13
Compare to the Benetton, I'm very lucky that I have my family and I can go abroad for study. If I want to make my real life become more like the world of the story, I think I should figure out what my potential is and try my best to make it more valuable. As I am the student now, study hard and get something back after study.

[Ex Libris Meis]

BENETTON is the most successful and controversial family business in the world. The company achieved recognition through their colorful designs, but it also captured the attention of the public eye for their controversial advertising campaigns such as the nun kissing a Catholic priest.
Greenpeace praises Benetton as the precursor of other successful family-owned textile companies such as Zara and H&M and all three of them for “leading the industry toward a toxic-free future with credible timelines, concrete actions, and on-the-ground implementation”.
http://www.exlibrismeis.com/en/2017/0...

[Jim · Rating 3 out of 5]

Interesting but gets a little repetitive.

[Bekheedei · Rating 3 out of 5]

Good stories from one of most successful family in fashion industry. Little bit repetative

[Olena Pittura · Rating 5 out of 5]

Best!

[Piyawatjs]

very interesting