Benneton

     A book Benneton was written about the process of their success as a global company. The scene was in the war firstly, and after the terrible war, they tried to do new things eventually using by power of  the family. Haven't you seen the store of Benneton or at least their logo? What kind of image do you have? Actually, I had been had the image, which is similar to UNIQRO in Japan, because of their simple design, however, what I was really surprised was the thing their clothing was new and rare in that generation that they opened their store at first. Benneton always used not the image of madels or actlesses, and they always used the image of public people. This is kind of rare style, but also it was rare in that era. Their advertisement is really fascinating and really attractive. What I would like you to focus on is exactly their advertisement.
     For instance, they tried to use " a black baby and a white baby" in same picture. This means that they don't care about racical problams. They wanted to state some racical or religion problams using by advertisement. This is really nice, and I really love their thinking toward like these problams as differences of race. I can say that Benneton is kind for us and world. They prohibitted the test of animal, and they tried to do the campaign of AIDS and HIV problams. I was impressed by their acts.
     You will understand the meaning of Benneton after you read this book, but also you can learn from the tings what we will be able to do for our world. They did a lots things by their remarkable business, which means we can do anything now even though we each don't have big power. This book is inclued  not only about their success but also meaning of peace. I really recommend you to read. Their advertisements are really nice!!