BENETTON

This  story is about successful process of Benetton. Benetton owned and run by Luciano, Giuliana, Gilberto and Carlo. They succeeded at business in the world.

The main character is Luciano Benetton. The beginning of this story is the middle of Second World War. His father died because of the war. The family became poor, so he had to work hard with his younger sister Giuliana. Though he worked at clothing store as a salesclerk, he did not like the style of clothes stores. There was counter, and it separeted the customers and the salesclerk. He decided to start clothes business with his family.
First, he changed the traditional sweaters color to bright such as yellows, greens and blues. Then he created new store style. There were shelves of sweaters around the walls, and no counter. In addition, he used advertisements to make Benetton famous. These were related to social problems, racial equally, black and white, AIDs and so on.
However, he faced many troubles........

This is  huge success story. I did not know Benetton had such a big background. He had never gave up and been at a loss to succeed. I was really impressed. I did not read much these kind of books until now, but I found success story gives us hope and courage through this story. I think when people do something new or big, people might face troubles and be blamed. However, success people certainly overcome these difficulties. Luciano must be one of such a people. Anyway, I recommend that you read this terrific book.