Benetton: The Family, the Business and the Brand

by

Write The First Customer Review

"Benetton" is the story of an extraordinary family and the business they have built from humble origins to a skilfully orchestrated worldwide phenomenon. No other team name has such an ability to charm and shock, to subvert and yet preach conformism, to blend radicalism with capitalism, as Benetton. Behind the united colors and the seamless brand, there are also darker shades and looser threads. These include marginalized members of the family, aggrieved franchise holders, and banks. This is a success story from the ...

Benetton: The Family, the Business and the Brand 2000, Little, Brown Young Readers

ISBN-13: 9780751529975

Trade paperback

Select