Early Life
Giuliana Benetton was born on July 8, 1937, in Treviso, Italy. Her father owned a bicycle shop. Growing up in a modest family, Giuliana, along with her siblings Luciano, Gilberto, and Carlo, would later lay the foundation for a global fashion empire.
Rise to Success
Giuliana, along with her brothers, founded the Benetton Group in 1965. Initially, Giuliana designed the products, including the bright yellow sweater that caught the attention of her brother Luciano's colleagues, which led to the founding of Benetton. Luciano took on the marketing role, and Gilberto managed investments. Giuliana was instrumental in planning knitwear collections and coordinating product lines, establishing the brand's distinctive style and quality.
Key Business Strategies
Benetton's success was built on several innovative strategies. The company adopted a franchise model for rapid expansion and utilized bold marketing campaigns, including controversial ads addressing social issues. Giuliana's focus on design and production was crucial to the company's distinctive identity. By the late 1980s, the Benetton Group was listed on the stock exchanges of Milan, New York, and Frankfurt, and employed over 10,000 people. The family, through its financial holding company Edizione, also invested in other sectors, including infrastructure and financial services.
Philanthropy
While specific amounts are difficult to ascertain, Giuliana Benetton has been recognized for her philanthropic work, particularly her support of education and healthcare initiatives in Italy and around the world. The Benetton Foundation Research Centre studies natural and cultural heritage, awards the Carlo Scarpa Garden Award, and hosts exhibitions and events for the local community.
