2. BENETTON GROUP
• Benetton was established in 1965 as a
partnership by the Benetton family in
Ponzano Veneto, Italy
• Benetton group is a world class company
with a global image
• The apparel business is the group core
activity
• in 120 countries around the world
• Continued innovation into new materials
and logistics. All systems and equipment
are totally renewed every 5 years
• Company’s key values: quality, knowledge
and teamwork

3. COMPANY’S BRANDS
• United Colors of Benetton is the Group's
global brand
• Undercolors is a brand specialized in
underwear, sleepwear, beachwear and
accessories
• Sisley is the Group's most trend-setting
brand
• Playlife is a casual wear brand with college
style
• Killer Loop is a street wear brand aiming
at young urban people

4. SOCIAL RESPONSABILITY-CAMPAIGNS
• Benetton has been always committed to ethical values, with a multi-ethnic and
multi-racial approach, respect for minorities and for the environment, support
of human rights.
• Through its communications campaigns and tangible actions, the Group has
realized many initiatives in cooperation with internationally renown institutions and
organizations:
•World Food Programme
•United Nations
•FAO
•SOS Racisme

5. INDUSTRIAL RELATIONS
Benetton Group represent the ongoing
commitment on transparences and
fairness in work partnership.
Company labour agreements are mainly
intended for employees. The Organizational
and Operational model contains a set of
principles according to which the Group
conducts its activity and that of the parties
who operate on its behalf.

6. INDUSTRIAL RELATIONS
1. RELATIONS WITH THIRD PARTIES:
• With political and trade-union organisation
• With the Administration or Civil Service
• With news organisations and mass media
• Supplier relations
• Customer relations

7. INDUSTRIAL RELATIONS
2 . TREATMENT OF CONFIDENTIAL
INFORMATION & PRICE-SENSITIVE
INFORMATION
3 . MANAGEMENT OF HUMAN RESOURCES
AND PROTECTION OF THE DIGNITY,
HEALTH AND SAFETY OF THE EMPLOYEE

8. ETHICS
•Benetton has been always committed to
ethical values
•Respect minorities and for the
environment
•Supports human rights
•Cooperates with internationally renown
institutions and organizations
•Alessandro Benetton is carrying on his
family’s decades-long commitment to social
activism and responsibility with a cutting-
edge program in the developing world

9. ADVERTISING
• Oliviero Toscani, "Advertising is the richest and most
powerful form of communication in the world. We need to
have images that will make people think and discuss“
• Luciano Benetton, adds: "Advertising has a habit of
portraying only the rich, beautiful and blonde. We need
images of normal people, to help us see the world
differently"
• The company positions on the role of marketing has
received mixed reaction; from very positive, to ferocious
attacks of others

10. ADVERTISING

11. EMOTIONAL AROUSING ADS
• The company's controversial ads have won
awards and United Colors of Benetton has
become the third most recognized brand in
the world-following Coca-Cola and McDonald's
• On the other hand, the company has faced a
lot of problems tied to its marketing practices
(legal suits form retailers who claim that
company's advertising is sabotaging their
sales).

12. BENETTON FOUNDATIONS
• Promotes initiatives on both international and local levels
• The aim of safeguarding and raising awareness of natural heritage. The
main field of scientific activity concerns the knowledge, study and
management of landscape.
• The Foundation organizes seminars, short courses, study trips and
experimental workshops
• The Foundation collaborates to the construction of a new-concept
European university
• Offer its help in creating a children's centre
• Its purpose is to provide an essential service which will improve the
quality of life and work of the Group employees, and give support to the
community

13. REASONS FOR WHY COMPANY’S ADS UNETHICAL
• Most of the advertising is irrelevant to the
products/services sold by the company
• The ads evoke strong emotions that
sometimes cannot be control or that are
unwelcome by viewers
• They can be perceived as psychoactive
("Death Row" campaign)

14. REASONS FOR WHY COMPANY’S ADS UNETHICAL
"The 'united colors' of Benetton are turning to blood
red," says PETA Europe Campaign Coordinator Andrew
Butler. "If Benetton wants to wipe the blood of millions
of sheep off its hands, it must refuse to sell clothes
made from Australian wool."

15. LOW PRODUCTION COSTS
• Italian clothing giant Benetton has cut prices
by 20 per cent this season thanks to lower
production costs from suppliers in India.
Benetton was using Indian suppliers because
of customer demand, not cost-cutting
• Wool is normally subject to a 60-per-cent
tariff, but Asian fabrics are cheaper. Benetton
said this would increase sales by 15 to 20 per
cent this year

16. CODE OF ETHICS
•Benetton Group has a code of ethics, an
official document of Benetton Group S.p.A.
and its subsidiaries. It contains a set of
principles according to which the actual Group
conducts its activity and that of the parties
who operate on its behalf

17. THANK YOU