Early Life
Giuliana Benetton was born in Treviso, Italy, on July 8, 1937, into a modest family. Her father owned a small car and bicycle rental business. After the death of her father in 1945, the family faced financial hardship, which influenced Giuliana's immersion in handicrafts, as she began creating knitted items.
Rise to Success
In 1965, Giuliana co-founded the Benetton Group with her brothers Luciano, Gilberto, and Carlo. She was instrumental in the early creative direction, planning knitwear collections, and overseeing product lines. The company expanded rapidly through a franchise model and bold marketing, including controversial campaigns that propelled the brand to international prominence.
Key Business Strategies
Benetton's key strategy involved a franchise model and innovative marketing. Giuliana focused on product design and production. The Benetton Group's expansion was also marked by a social commitment, through a message of humanity and tolerance.
Philanthropy
The Benetton family has supported philanthropic initiatives focusing on education and healthcare in Italy and abroad. Edizione S.r.l. donated €3 million in March 2020 to support hospitals during the COVID-19 pandemic.