Luciano Benetton / "Benetton"

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The successor of traditions of old Italy, the founder of the transnational holding with the same name on the clothes sale, managed successfully to synthesise woollen manufacture and high art - Luchano Benetton - has made the present revolution in advertising. As has for certain proved, that for successful development of a brand it is not obligatory to place it in an associative array habitual for the spectator. On the contrary, it is possible to untwist the stamp by means of war, plagues, accidents and illnesses. As to the image of the product, services and the advertising text, without it it is quite possible to manage.

Luchano, the senior from Benetton's clan, was born in 1935. His sister Dzhuliana is more younger on two years, and brothers Dzhilberto and Karlo were born in the beginning 40. The father had a small business - it leased cars and bicycles. When the father has died, Luchano was ten years. « Time was very heavy, it is possible even to tell, severe, - recollects Luchano. - But I have acquired a lesson: always it is possible to take care of itself. In ten years I have ceased to be the child ». The school, of course, soon should be thrown, was other cares too much. Sister sheathed all house and earned additionally by the knitting car in a workshop at neighbours. In 14 years Luchano already worked as the assistant to the seller in shop of clothes Alla Campana. Once it was on job in the bright yellow sweater connected by sister. At that time in Italy of a sweater of such bright colour were not on sale in shops, and in grey post-war crowd Luchano to which it was hardly executed eighteen, continually tried to catch envious eye of passers-by. Jealous inquiries of friends, neighbours, and sometimes and at all strangers have suggested an idea to the young man to suggest sister to open the business. Into problem Dzhuliany entered it is viscous sweaters. Luchano should sell them. So the history« Benetton's Incorporated colours »has begun.

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To buy the knitting car, Luciano it was necessary to sell an accordion, a bicycle and to live half-starving four long months. When accumulation have reached the necessary level, it has gone to Milan and has bought this miracle of technics.

The first sweater which was got at Benettons by one of neighbours, was celestial-blue colour; and their first collection (from 20 pullovers) has been named Tres Jolie. That in transfer meant "very lovely" or "milenko". A sweater well dispersed, and in half a year the brother with sister sold 20 pieces in a week. Accessible under the price bright a sweater, connected young for young, became opening: knitted things then cost much and people elderly carried them basically. But the handicraft work and sale through small little shops in neighbouring small towns have quickly ceased to arrange Luchano.

In 1956 they have got some more knitting cars and have employed five workers. The small enterprise in which head stood young Luciano, gradually expanded manufacture. Luchano has concluded some contracts in Rome, and in 1962 has gone to Scotland, whence has taken out new technology of processing of a wool. Before to paint a yarn, Scots soak a wool in water and beat its special sticks. As a result knitted things turn out soft, easy and less volume. In Italy this technology anybody, except Benettons, did not apply as early as years ten.

In 1965 there was group Benetton. By then Benettons already owned the factory constructed under the project of brothers Skorpa, and made not only a sweater, but also other clothes. The new factory has allowed family to increase release five times.

Three success of the company special style of models, their colour and orientation to the buyer with an average prosperity became composed. Green was the main colour of shops of Benettons from the very beginning and has removed to a company logo.

Luchano, leaning against a youthful operational experience in clothes shop, has decided, that it will be more convenient and more pleasant to buyers not to ask the seller separated by a long counter, to bring «something such, yellow or green, more shortly, with such cut and such sleeves», and to choose among the models which have been spread out in a trading hall. The first shop has opened in 1967. In a current of the next two years the quantity of shops in Italy has reached five hundred, Luchano has reflected on Paris. There in September, 1969 their first foreign shop has opened.

For the first time the thought that it is necessary to transfer control to the command of professional managers, has flashed at Luchano Benetton in the mid-eighties. He reflected then on business expansion in the new markets.

The most perspective market to it then seemed to the USA. However the first attempt to adjust cooperation with local businessmen and to carry away their franchise has failed - to Americans have not liked colourful sweater Benetton - in shops only shrugged shoulders, looking on its thing. According to most Luchano, America became that lath, taking which, it was possible to consider the business taken place. Then the company was reoriented on the growing Japanese market.

In second time it has begun calling with other end - 1979 Benetton all the same has started the export project in the USA, having developed a collection of other colour scale - taking into account local tastes. However complexities with development of the new market have suggested an idea it about necessity of creation of global image of the company.

Advertising strategy of group Benetton in that kind in which it has drawn attention of all world, was born in the beginning 80. At this time Luchano gets acquainted with photographer Olivero Toskani known for the provocative shootings for Valentine, Fiorucci, Esprit and Jesus Jeans. In 1982 the company signs with it the contract. Sights of the photographer have found the response in heart Luchano, and there was a concept which Benetton has never changed up to September, 2001.

«The advertising purpose not in selling it is as much as possible, and in telling about company sights, its values and a civic stand by means of use of strong images, clear to all world!» - Luchano Benetton speaks.

First campaign Benetton in a press and "naruzhke" has appeared in the spring of 1984 It was simple, cheerful and mnogotsvetna. Six nurseries and six adult images with a slogan «All the world? s colours!» («All colours of the world!»). The product did not appear in advertising. From it there was only badge United Colors of Benetton. The mention of a name of the company in a context of propagation of interracial harmony was the purpose. Posters have appeared simultaneously in 14 countries of the world.

The success of this campaign has in many respects defined advertising strategy Benetton the next years.

In connection with the increased assortment in December, 1985 name Benetton Group is accepted.

In 1986 "Benetton" has ceased to be the private company, having placed the actions at the Milan stock exchange. Milan was soon followed by Frankfurt, New York, Toronto, London. "Benetton" became the largest manufacturer of clothes in Europe.

Per 1990 has begun with an advertising photo of children of different races - the black child, white and the Asian - with vysunutymi languages. Evident demonstration of that at all races languages of one colour. This advertising has displeased Milan municipality and the cardinal. They have forbidden to hang out it on Duomo Piazza under the pretext of protection of feelings of the believers leaving after a Sunday mass from cathedral Duomo Cathedral.

These interdictions only have urged on Benetton and Toskani. Than became more conservative than the collection of clothes Benetton especially shocking - its advertising.

The second campaign of 1991 «the Life too makes scandals» in which newborn girl Giusy with yet not cut off umbilical cord appeared, have accused of a distortion all, to whom not laziness. Posters in Palermo and Milan (all on the same Duomo Piazza) have been removed by order of the mayoralties of these cities. The same actions have undertaken the authorities in the United Kingdom, Ireland and France. Typical history benettonovskoj campaigns - people start to understand and appreciate idea of the action only after its termination. After a while polyclinic Sant’Orsola of a city of Bologna has asked at Benetton permission to hang up a picture in a maternity hall, and Benetton has received the award Swiss Societe Generale d’Affichage.

The first large campaign of 1992 has again called discussions: on boards across all Europe there is David Kirbi's dying of AIDS image (David Kirby) in an environment of relatives. Despite the permission of parents of the hero who has declared, that they wished to draw attention of the public to this problem, opponents of campaign have accused Benetton of operation of a subject for stamp advancement.

The following scandal has been provoked by a picture of the priest gently kissing the nun. When passions have settled, Benetton has received the letter in which it was spoken: «I consider, that in this photo it is a lot of rest, tenderness and the world». The nun was its author.

The next two years the video series of posters Benetton replenishes bared germafroditom - with a being with a woman's face, a body of the teenager and a man's penis; 64 photos of female and man's genitals (1993); the image of the Albanian refugees who have overflowed the ship in the Italian port (1992), and liberijskogo the soldier with Kalashnikov's automatic machine and tazobedrennoj a human bone in hands (1992); the condoms developing in a map and Olympic rings (simultaneously in shops Benetton condoms start to be on sale); the bared female buttocks (1993) and a toilet paper (1992).

In 1993 Benetton in cooperation with 44 associations has organised the action on gathering of clothes for the requiring. Luchano Benetton has appeared on posters naked, covered only an inscription «Return me my clothes!». News that the Milan senator whom then was Luchano, advertises humanitarian operation by such extravagant image, has drawn attention of media of all world. Many magazines have published a photo of the half-naked entrepreneur on a cover. The quantity of the collected clothes can testify to success of this action - 460 thousand kgs.

Today this «McDonald? s from a fashion» owns brands: United Colors of Benetton, Sisley, Playlife, Nordica, Prince, Killer Loop and Rollerblade.

The company makes at nine factories worldwide 110 million sweaters, trousers and other clothes a year and provides with the collections of 5000 firm shops in 120 countries. Spring of 2003 operating director became Silvano Kassano to which all powers on current activity have been delegated. Except it an executive power in board of directors where 11 members enter, possesses only itself Luchano. The others - members of a family and independent directors.

Retails Benetton have made in 2003 1,9 mlrd euro.

By 2007 it is planned to increase the income by 17,6 % in comparison with 2003. It is necessary to notice, that after first meeting Kassano with investors of action Benetton have jumped up on 9,2 %: the market has estimated Luchano Benetton's choice which has managed to build the company with modern management and not to lose thus advantage of family business. Family atmosphere reigns both at office, and on manufacture. Social responsibility Benetton shows not only by means of topical advertising campaigns. The family invests in development of sports and culture in Trevizo much, and dinners for employees in the company stand only 30 cents.