Benetton Invented Modern Marketing
<p>When we talk about fashion, we talk about Paris, Milan, New York, London, and Tokyo. Sometimes Rome, Los Angeles, Hong Kong, or even Moscow might get a mention. But few will have heard of Ponzano Veneto. Yet, located about 20 miles north of Venice, this town of some 13,000 inhabitants has its place in the history of fashion and retail because it’s the home of Benetton.</p>
<p>United Colors of Benetton was founded in 1965 by siblings Luciano, Giuliana, Carlo, and Gilberto Benetton. Clothing worker Luciano had been selling sweaters made at home by Giuliana to stores in nearby Treviso since 1955 before Carlo and Gilberto came aboard in 1965 and Benetton opened its first factory.</p>
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