Early Life
Giuliana Benetton was born on July 8, 1937, in Treviso, Italy. Her father owned a bicycle shop. Growing up in a family with three siblings, she developed a passion for knitting at a young age, a skill that would later become instrumental in her career.
Rise to Success
In 1965, Giuliana, along with her brothers Luciano, Gilberto, and Carlo, founded the Benetton Group. Her creativity in designing and planning knitwear collections established the brand's distinctive style and quality. Her brother Luciano acted as the marketing representative. Giuliana spearheaded the production. The company expanded through a franchise model, achieving international recognition with thousands of stores worldwide.
Key Business Strategies
Benetton Group's success was driven by its innovative franchise model and bold marketing strategies. A key aspect of their strategy was the development of the "United Colors of Benetton" campaign with provocative images. The company focused on quality, authentic fashion, and democratic prices, reflecting these values in the dynamic personality of its brands, United Colors of Benetton and Sisley.
Philanthropy
Giuliana Benetton has been involved in philanthropic efforts, particularly in education and healthcare initiatives in Italy and around the world.