Luciano Benetton the oldest son of four children, 1965 was a 30 year old salesman in Treviso. He was so fascinated about colorful clothes and sold his brother's bicycle in order to buy his second hand knitting machine. his collection of sweaters and jerseys received a positive responses from local stores in the Veneto region. After he had asked his siblings to join him and the Benetton group was formed.
In 1966, the Benettons opened their first store in Belluno and three years after in Paris and as years went by more stores were open worldwide. As the firm grew bigger, in 1980 to 2000 Benetton started creating ad campaigns. For example;
The
cycle of difference/diversity
This
is a 1980s campaign where the word “different” becomes close to controversy. The campaign was to bring different
individuals together which could eventually lead to conflict instead of
happiness and bliss. Many ads in this period represented religious and
political conflicts, sexual conflicts, and yet another moral conflict
portraying the stereotypes of good and evil.
No comments:
Post a Comment