Product Description

The real-life rags-to-riches story behind one of the world's most famous brand names. From poverty in the wake of World War II, the Benetton family empire now supplies 8,000 shops in 120 countries with its colourful knitwear and other goods. Benetton is famous for its controversial advertising campaigns and for its own Formula 1 motor racing team.

Jonathan Mantle explores the dark side of the United Colours of Benetton and is the first outsider to cross the barrier of Benetton's strict control of information about itself.

Product Details

• Amazon Sales Rank: #1810709 in Books
• Published on: 2000-11-16
• Original language: English
• Number of items: 1
• Binding: Paperback
• 90 pages

Amazon.co.uk Review
Luciano Benetton is the founder of one of the biggest family businesses of this century. His father died when he was 10 and he and his sister Giulana became the breadwinners for his mother and two younger brothers. Life in Italy after the war was hard but Luciano and Giuliana made good, and between them they built an empire. So big is Benetton that it has been through periods in which a new store opened somewhere in the world nearly every day. The figures in the book quote 8000 current stores in 120 countries. The Benetton story is presented by Jonathan Mantle. He takes a very straight approach to his subject which means there isn't a huge amount of commentary or interpretation. Input from observers outside the company is limited which means that while the book covers areas like the controversial advertising campaigns, the Formula 1 sponsorship problems, concerns with the Benetton method of shop franchising and with the use of sub contracted staff in manufacturing, it does so in a rather dry way.

The upshot is a book which is easy to read and works excellently as a primer into the rise and rise of the Benetton empire, and, in particular, how it has diversified from clothing manufacture into other areas. But don't expect any revelations or dirt-dishing. --Sandra Vogel

About the Author
Jonathan Mantle is the author of bestselling biographies of Jeffrey Archer and Andrew Lloyd Webber and his revelatory book on Lloyd's of London FOR WHOM THE BELL TOLLS received international coverage.

Customer Reviews

students' favourite
We use this as a set reading book for Business students learning English. It fulfils three aims: it's interesting so they don't get bored, it's accurate as it describes the rise of Bennetton, both business-wise and family, and it condenses the original book into a manageable bite. Excellent reading material for adult ESL/EFL learners.

A richly textured Book with full of Events
It is a facitnting book of Rags to Riches story of Benettons Family and the Company. It is rich with information and gives you an insight in to the Benetton Empire