Benetton Group, Fashion label in Ponzano Veneto, Italy.
Benetton Group is a fashion label headquartered in Ponzano Veneto, Italy, that now operates a large international retail presence and offers collections for men, women and children. The product range is renewed regularly and appears in stores with colorful cuts that reflect the brand concept.
Four siblings founded the company in 1965 and opened a single shop in Belluno before expanding abroad through Paris in 1968. The system of dyeing garments after knitting emerged in the early years and later became one of the core elements of the brand success.
The name comes from the founders, while the product color range has become recognizable worldwide and is presented in new ways across stores each season. Today the shops serve as destinations for shoppers seeking affordable fashion in bright tones and often browsing the window displays before stepping inside.
Products can be bought in stores or ordered through the website, which offers delivery to several countries. New arrivals appear each season and the website gives clues about availability in each region.
The method of dyeing garments only after knitting allowed the company to follow trends within weeks and respond faster to customer wishes than other manufacturers. This technique also reduced storage costs, as undyed stock could be adapted according to demand.
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