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Luciano, Giuliana, Gilberto and Carlo Benetton, launched the

activities of the Benetton Group in 1965. The company is today
present in 120 countries around the world. Its core business is
fashion apparel with the casual United Colors of Benetton, the
glamour oriented Sisley, Playlife American college style and
Killer Loop streetwear brands. Benetton Group is listed on the
stock exchange of Milan.
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Benetton Group's corporate headquarters is located at Villa Minelli in Ponzano,

about 30 km from Venice. Villa Minelli is a complex of sixteenth century
buildings of great historical and cultural interest.

The villa was acquired by Benetton in 1969 and the task of restoring and
remodernising the complex, entrusted to architects Afra and Tobia Scarpa, took
over fifteen years. From the mid 1980s Villa Minelli became the headquarters
of the Group and home to all its strategic functions.
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The development of Benetton's commercial network, characterised by

prestigious locations in historic and commercial centres and by the high level of
customer services offered, has been supported by a major programme of
investment worldwide.

The Benetton stores carry complete collections, as well as a wide selection of

accessories, offering a full range of Benetton style and quality.
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A staff of 300 designers from all over the world creates the
collections for the casual !   & |, the
glamour oriented / ,,  , & American college style and
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Consistently high quality is one of the fundamental characteristics of the Benetton
production process from the raw materials to the finished garment.

A constant commitment to innovation, a crucial factor for development, has always

characterized the Group¶s business organization, from communication to IT, from
research into new materials to integrated logistics. Special attention is given to
innovation in production, where all systems and equipment are totally renewed every
five years.

The Benetton production system, co-ordinated by a high-tech facility at Castrette

(Treviso, Italy) is capable of turning out about 160 million garments every year.
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A global brand, and one of the most well known in the world,
United Colors of Benetton has an international style that
combines color, quality and fashion. Each season the
womenswear, menswear, childrenswear and underwear
collections offer a total look for everyday, for work and for
leisure, in the city and outdoors. The Benetton Baby label is a
new product line dedicated to the prenatal and the under-fives
world.
The brand is present in many other sectors, from the elegant
accessories to the eyewear lines and perfumes, from the home
collection to baby products. The above products are available in
selected specialized shops worldwide.

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An extension of the Benetton brand, featuring underwear, beachwear

and sleepwear collections, as well as accessories for women, men
and children. A wide selection of recurring basic colors is enriched
every season with the latest trends.

Undercolors is available in its own chain of stores which now has

more than 500 locations in thirty countries and in selected Benetton
Shops.
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This is the Group's most fashion forward brand. Sisley presents elegant
and seductive collections, with special attention given to the choice of
design, fabrics and new shapes. Its creative artists and independent
sales teams concentrate their efforts on its image and on strong-impact
advertising campaigns. The brand has created the very fashionable
Sisley Young line for children from 8 to 12 years old.
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This is the Benetton sportswear brand that redefines a

style. Its clean and elegant collections display a blend
of the American college, exclusive sports clubs and a
strong sense of individuality. The brand¶s new store
concept reflects the same values and highlights their
emotional content.
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A fashion brand for young adults, with a resolute and

distinctive style. It is inspired by teenagers¶ favorite
role models and icons. Killer Loop is the Benetton
brand that edgily interprets "street" vibrations.
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Fabrica¶s challenge is both an innovative and international one. It is a way

of marrying culture and industry, using a form of communication which
no longer relies only on the usual kinds of advertising, but conveys
industrial culture and the company¶s intellect through other media: design,
music, cinema, photography, publishing, the Internet. Fabrica has chosen
to back the hidden creativity of young artists/researchers from all over the
world.

Fabrica uses different tools such as cinema and video, design, music and
publishing for marketing.
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In 1985, advertisements included two black boys kissing each other, with little US and USSR
flags in their hair and painted on their cheeks with the tagline ³United Colors of Benetton.´ In
1986, the two little black boys appeared again, united by a globe and a chain with the peace
symbol. The globe became a symbol of unification, and appeared on all the posters that year.
Similar themed advertisements were launched for other countries in political battles with each
other: England and Argentina, Israel and Germany, Iran and Iraq, Israelis and Arabs, etc. The
message read: ³All colors are equal, just as all men are equal.´ Through such advertisements,
Benetton aimed to create a feeling of world peace and harmony.
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