2) United Color of Benetton ; affaire

2) United Color of  Benetton ; affaire controversée.

 A) History of Benetton.

     In the 60's Luciano Benetton decided to create a firm with his sister who stitched very well. Luciano Benetton and his family did it, a few months later. The first opening of a shop was in 1963. Benettons' group gained a great notoriety quickly, mainly due to a strong and serious organisation at the heart of the firm. In 2003, the father Luciano give the firm to his young manager Silvano Cassano.

At the beginning Luciano's sister, Giuliana needled clothes and he sold it. They used many colours for change and attract people as yellow, blue, green. Luciano said in an interview in 2007 : « I immediately wanted yellow, blue and green for my collection, colours that did not exist at the time! People were hungry, they want to comeback home with a new colour, they had no more principles or morales. As if it was rationed during the war! » He offers 48 colours for every collection he made. With this variety of colours they decided to name this company

« United Colours of Benetton ».

It was a huge success and many shops opened in France, especially in Paris. They had a simple organisation , Giuliana work on the creation, Luciano dealed with the marketing, Gilberto and Carlo, the two Benetton brothers, keep an eye on the production and the treasury. The same year, the Benetton family bought the English ecury of Formula 1 Toleman who becomes world champion in 1995. They change his name for « Benetton Formula 1 ». Flavio Briatore will be one of the managers. The development of society with time, leaded the creation of a watch collection and cosmetics. In 1997, the society is present in 120 countries with the marks : United Colour of Benetton , 012 and Sisley.

Since 1989 , Benetton elaborated “Benetton Sports System” which managed all sportive brands like Asolo, Ektelon, Killer Loop, Langert, Nitro, and Prince. Since 1995, They invested in distributing and catering business, in Euromercato and Finanziara Autogrill.
“ 21 Investimenti” is the name of a financial company that invests in various sectors : agrobusiness, dietetics , bathrooms and communication media...

In 2000, Toscani the photograph gets himself into a big controverse. His last campaign presented American people sentenced to death and it triggered lots of protestations, bringing on a boycott of the Sears roebuck chain and insinuations that prisoners were hazy and weren't told they were participating in an advert. Then Benetton decided to end his association with Toscani. A bit later, Benetton disapeared from the advertizing scene and also from the posh makes board. No one heard from Benetton where ever it would be good or bad.

It's in 2003, after 43 years of success , that Luciano gives the enterprise to Silvano Cassano.

Today Benetton is a big worldwide brand in the production clothes. She is present in 120 countries with her two marks United Color of Benetton and Sisley. They use internationalisation and diversification of collections for their business strategy but Benetton manage stations, airports,
cellphones , and the team of Formula 1 . Oliviero Toscani's creativity allowed the firm to be awarded all around the world , with the variety of pictures he takes. But the adventure drived the provocation away which were reactions of associations or public. From 2012, Luciano Benetton gave the direction of the group to his son Alessandro , who was the vice-president for 6 years.One Polemic nammed “Unhate” :

Benetton use political people for its advertising with politicians and religious figures and that created a polemic in Vatican. It's not the first time that the brand made shocking photos since 1990.
This firm is famous with its provocative advertisings and a particular campaign named « Unhate » .
United induce a big problem at the Vatican , this advertising gives messages . This campaign shows public people, famous in the world but they can’t be together. I chose one of the different advertising , it’s the Pape Benoit the 16th and an Egyptian Imam Ahmed El Tayeb by Oliviero Toscani their photograph.( photo montage) The campaign Unhate means that people who are represented love each other and they do not hate the other.