BENETTON

     This book was published in 1999 and written by Jonathan Mantle. As everyone know that Benetton is the name of brand. The background of this book stared when it was the war of America and British, and then unfortuntly Luciano Benetton's father died at least knowing that the war was over. He left a widow, and four young children... In 1995, Giuliana Benetton who was Luciano's sister produced her first collection. The sweaters were in traditional styles, but the different was in the colors. Yellows, greens, and pale blues; nobody had seen colors like these in sweaters before. Luciano and Giuliana gave the collection the French name "Tres Jolie". There were no colorful clothes, there were most quiet color clothes, so their sweater became populor among young people. In 1965 spring, their first factoly was completed, and in this summer their first shop "My market" was opend in Italy. Then this time, they changed their company name Tres Jolie to Benetton. Luciano wanted to reach a stage where their own name was on their clothes. Their success was made by their unusual advertisement. He thought that showing clothes on show window without any explanation is the best way. He advertised their clothes with the message of society issue, and he build up the image of their company.

There was only Benetton's history, but I was excieted to read their history. I know theri brand. If you are interested in his brand, you would better to read this book!