Archivio BENETTON - "Maglierie Benetton" factory inauguration ceremony_1 (1965)Museimpresa
Since its foundation in 1965, Benetton has always stood out thanks to a series of innovations in production, communications and distribution that were ahead of their times.
Archivio BENETTON - Article about the new factory in Ponzano (1966)Museimpresa
The magic of color
With great insight, in the 1960s Benetton starts selling colorful sweaters that would become the symbol products of a revolutionary approach in the fashion industry.
Garment dyeing
Starting from finished garments in neutral shades and coloring them based on consumer trends: Benetton’s huge commercial success traces its origins to this entrepreneurial intuition.
Iconic knitwear
Since its beginnings, Benetton established itself as one of the most innovative Italian companies, characterized by its unique identity built mainly upon colorful knitwear.
Archivio BENETTON - Sketch, F/W 1985-1986 (1985-1986)Museimpresa
Archivio BENETTON - F/W 1989-1990 institutional ad campaign_1 (1989-1990) by Oliviero ToscaniMuseimpresa
Communication
Authentic faces. Multiethnic models. Provocative images. With their unmistakable style, since the 1980s Benetton’s campaigns have revolutionized fashion companies’ approach to communications.
Archivio BENETTON - "Handcuffs" institutional advertisement (1989-1990) by Oliviero ToscaniMuseimpresa
More than the product, Benetton communication focuses on the big issues of the day, conveying a message of equality which crosses geographical boundaries and rises above individual differences.
An innovative sales point
Right from the start Benetton’s extremely colorful sales points break down purchase barriers: with no counters, they invite customers to browse the collections.
Archivio BENETTON - Historic Formula 1 cars (2023)Museimpresa
The Benetton Formula
A unique story of passion for sports, entrepreneurial skills and technological research. Benetton is the only global fashion company to have led a Formula 1 team, from 1986 to 2001.
Archivio BENETTON - Michael Schumacher wins Brazilian Grand Prix (27 March 1994)Museimpresa
On top of the podium
The team achieves its best racing results in 1994 (winning the Drivers’ Championship) and in 1995 (taking both the Drivers’ and Constructors’ titles), – both with Michael Schumacher. The experience is a huge success even in terms of marketing and communications.
Photos by Benetton Group and Oliviero Toscani.
