Abstract
Benetton's story has started in the 1950s from the "idea of color?. The family holding group has been established in 1965. Over the ongoing decade, the first factory and 1000 shops opened worldwide. Benetton has grown through a unique network organization which is flexible and innovative, as a worldwide famous business model with an exceptional competitive advantage. Furthermore, it established its worldwide reputation through a brilliant marketing and communication strategy. Entering in the new millennium, Benetton is one of the largest garments producers and retailers. Present in 120 countries, with 7000 employees, worldwide stores and manufacturing facilities, it raises a $2 billion turnover.
