United Colors of Benetton (Narrative Text)

United Colors of Benetton is a global clothing brand, founded in 1695 in Venice, Italy. The name OF THE company OWES TO the family name of the founders of the company. The story began in 1955 when Luciano Benetton, the eldest of four brothers, realized that people wantED color in their lives and especially their clothes.

Benetton sold the bike a little brother to buy the first second-hand loom, and began marketing a small collection of sweaters to local shops in the area of Veneto. The positive reaction to his designs was only the beginning of a solid beginning and a short time later, his younger brothers joined the business.

In 1965, the Benetton opened the first store in Belluno and the following year in Paris, its products include clothing for men, women, children and underwear. Recently they expanded the business of perfumes and articles of personal bathroom, exclusive watches and household items such as kitchen utensils and baby products.

United Colors of Benetton has been known for its controversial advertisements, which are often considered offensive. The announcements include images of people dying of AIDS, panicked crowds, people sentenced to death as well as groups of people of various races emphasizing the contrast between whites and blacks persons.

The company has been accused of creating deliberately controversy or polemic in their announcements to sell their products, because their images are not related to the clothes they sell, however, the company says that messages stress the equality between people. Nowadays, PETA is currently campaigning against Benetton due to the use they have of Australian wool in their garments is unknown because the process of obtaining it.