Abstract
One of the 5 best-known brands of the world, Benetton is unanimously cited for its scandalizing campaigns it launched at the beginning of the 1990's.
It is obvious that the advertisement campaigns provoked violent reactions in the public, but one has to consider that those campaigns made people forget that the foundations of the success of the Italian Company was its ability to cope with the demand. Working exclusively with the Italian manufacturing companies, Benetton became the archetype of a new concept of structure
