I was a teen in the 90s (Germany) and Beneton was a very prevalent brand. I can even remember the add campaigns. They used to have enormous billboards in public transport stations and the style of their adds and the models were very distinctive. I somehow completely missed their dismise, though. Maybe, because so many new brands popped up over the last 20 years. This was very interesting to watch 👍🏻
You are so correct about their use of transport station billboards. My cousin Stacy appeared in a Benetton campaign in the 80's. I entered a train station in New York. When I looked up, I noticed he was on the billboard. I also never noticed the decline of their brands. I think so many companies incorporated many of their advertising tactics, and they all slowly sorted of all blended together.
I work at and managed a Benetton in the late 80’s-early 90’s. What you call fast fashion was actually real fashion. They only had four fashion cycles a year. 100% cotton Ruby jerseys, wool and alpaca sweaters and old school“Levi’s” quality denim. I wish I’d kept my rugby jerseys. I hate that they lost the plot via their advertising. They let the employees at our location gently wear the clothes off the shelf because we couldn’t afford to wear Benetton everyday. I can’t imagine how much stuff walked out on a employee’s back. The shrinkage was awful. The markup was 3x wholesale. A $90 retail item had a $30 wholesale price. I doubt that 3x cost has changed for retail as a whole.
I remember Benetton in NYC in the 80’s. I’m some neighborhoods there would be a shop on every block, like Starbucks. It was silly. It was “hot” for exactly 15 minutes, then those ads were so ridiculous. No one took it seriously. The clothing was simple, simple and very expensive. Enter GAP clothing; relatively reasonably priced and straightforward entertaining ads. Great journalism here. Subscribed. ✅👍🏻
Im working in one of the benetton stores in Poland and its still a thing here but mostly 40+ ladies are shopping because they are familiar with it My friends aged 20+ mostly don’t have a clue about this brand
But in fact the story of the land has nothing to do with the brand. They just bought some land like anybody else could have bought and then an old conflict from a century ago emerged.
a lot of people in Argentina still believe Santiago drown. there is this ideologically thing that if you support one theory or the other, you are horrible communist or a right citizen. its to hard here to see something without someone forcing you to be on one side or the other, or be one ideology or the other. they say: he was a “hippie”, he was blocking a road, “mapuches are not argentinean”, then he deserved to die. thats how many people think here, its so sad.
Thank you for your excellent account with its broad perspective on this enigmatic brand. Things can ‘go down hill’ very quickly when you live on the ragged edge. 🙏🏻🙏🏻🙏🏻
I shopped at Benetton in Washington DC in the 1980s - their vibe was so different from any other retailer! I never knew what happened to them so this was a very interesting video, thank you!
You're giving away how young you are! At the time, they were absolutely everywhere. A horrible exploitative company always in the media and in your face on posters billboards, cinema and TV ads. Like so many others here, it came as a shock to realise they had gone. I haven't thought about them in years and just assumed they had established themselves and that their PR had calmed down to reflect their status in a mature marketplace.
I worked at Benetton in Georgetown DC and on the 52 and Madison ave NY location it was a fun environment to work in, as I met people from all over the word, it’s too bad there was so much controversy within the company.
I was a teen growing up in early 2000's. Me and my friends saw stuff from Benetton, Terranova & Mango as "desired" and popular.. these were the few affordable brands shown in Elle & Harper's Bazaar magazines.
Benetton was really popular here in Manila in the 80s. They disappeared for a while, and I was surprised to see their shops pop up in our malls again recently.
What about the uses of indigenous designs for fashion profit. I remember the posters. Just came over from East Germany in the early eighties. Couldn't afford this.
I was born in Italy, and even in my time (late 2000s), the Benetton brand was going very strong, it wasn't until the Rana Plaza incident that its reputation got tarnished. I just hope from this incident that companies really take care of how their products are made, making sure that workers health and safety standards are taken seriously.
I am 30 years old and since childhood I have been wearing clothes from Benetton Unfortunately in the last decade the quality noticeably fell, but still compared to all the brands they make good designs I really do hope Benetton doesn’t disappear, and maintain the quality or even go back to the better quality
My mother's family hails from Treviso (tre-vi-so). I don't understand why you put an extra syllable in it making it tre-vit-si-o. I am also a stickler for such things as the word nuclear. I can't stand the way Re-PUBIC-ans say nu-ku-lar. The day after the 2016 election I heard a woman mispronounced it and asked her if she was a Republican. When she asked me why I asked that, I told her it's the way she said nu-ku-lar. She asked me, "Well, how do you pronounce that word?" I told her it couldn't be more clear; it's nu-and the word clear. It's nu-clear. And it's Tre-vi-so, Italy.
UCB was a globalist/metropolitan brand focused on metropolitan consumers. I was born in the 1970's and a former retail buyer/ merchandiser. UCB wasn't anything special it's design's were very simple and safe (boring). UCB was pure marketing.
I was a 23 year old nightclub dj in 1982... 😏 ...when my girlfriend bought me a Benetton sweater. 🤔 I really didn't care for the sweater, but... as a young, idealistic 20 something who went to Sunday school and absorbed civil rights and the Vietnam antiwar ideals as a 60s child, Mannnnn... 😁 ...I loved their poster ads👍🏾
@@slappy8941 What are you talking about? What poetry? No poetry here. But it seems you're into clowning and trolling am I right? Carry on, (pretending as if) what you're saying matters. It might give sense of purpose to your empty life, and help you validate whatever delusion got you triggered... 😊
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Czechoslovakia was never part of the USSR. Please get your basic knowledge of geography and history in order.
I was a teen in the 90s (Germany) and Beneton was a very prevalent brand. I can even remember the add campaigns. They used to have enormous billboards in public transport stations and the style of their adds and the models were very distinctive.
I somehow completely missed their dismise, though. Maybe, because so many new brands popped up over the last 20 years.
This was very interesting to watch 👍🏻
You are so correct about their use of transport station billboards. My cousin Stacy appeared in a Benetton campaign in the 80's. I entered a train station in New York. When I looked up, I noticed he was on the billboard. I also never noticed the decline of their brands. I think so many companies incorporated many of their advertising tactics, and they all slowly sorted of all blended together.
I work at and managed a Benetton in the late 80’s-early 90’s. What you call fast fashion was actually real fashion. They only had four fashion cycles a year. 100% cotton Ruby jerseys, wool and alpaca sweaters and old school“Levi’s” quality denim. I wish I’d kept my rugby jerseys. I hate that they lost the plot via their advertising. They let the employees at our location gently wear the clothes off the shelf because we couldn’t afford to wear Benetton everyday. I can’t imagine how much stuff walked out on a employee’s back. The shrinkage was awful. The markup was 3x wholesale. A $90 retail item had a $30 wholesale price. I doubt that 3x cost has changed for retail as a whole.
In the 80’s and 90’s, in Australia, it was a standard 150% mark up on cost.
Benetton is mafia. Everyone knows it. And not worth its prices.
I knew it was Benetton before I even clicked.
The Benetton family has diversified in other industries and is very wealthy and has a horrible reputation.
I remember Benetton in NYC in the 80’s. I’m some neighborhoods there would be a shop on every block, like Starbucks. It was silly. It was “hot” for exactly 15 minutes, then those ads were so ridiculous. No one took it seriously. The clothing was simple, simple and very expensive. Enter GAP clothing; relatively reasonably priced and straightforward entertaining ads.
Great journalism here. Subscribed. ✅👍🏻
I'm 46 grew up in in rural south and remember Benneton from the 80s and 90s. Forgot all about the brand.
This video is so well made, it deserves much more recognition!!!
Czechoslovakia was not part of the Soviet Union. It was part of the Eastern bloc of Soviet dominated states.
My Dad collected model f1 cars, and i immediately recognized those green bennetton cars! No idea such a story was behind them, fascinating!
❤
What really shocked me is that they still exist to this day. I thought it was over by the 2000's.
2nd generation of the family counts 14 persons and the 3rd generation 41 people, Benetton invested in highways, airports and a lot of other business.
@@sarac.123 that's what rich people does. They have money to invest. But I was talking about the fashion brand.
Im working in one of the benetton stores in Poland and its still a thing here but mostly 40+ ladies are shopping because they are familiar with it
My friends aged 20+ mostly don’t have a clue about this brand
Anywhere there is colonialism, imperialism & human rights abuses...you find Britain 🇬🇧
🗣📠🗣📠
🫡🔻☦️🇵🇸❤️🔥
They were very famous in Brazil too but here they did not last long.
But in fact the story of the land has nothing to do with the brand. They just bought some land like anybody else could have bought and then an old conflict from a century ago emerged.
I was 10 when Rana Plaza collapsed. it was a national tragedy. people found in rubbles in weeks to come.
a lot of people in Argentina still believe Santiago drown. there is this ideologically thing that if you support one theory or the other, you are horrible communist or a right citizen. its to hard here to see something without someone forcing you to be on one side or the other, or be one ideology or the other. they say: he was a “hippie”, he was blocking a road, “mapuches are not argentinean”, then he deserved to die. thats how many people think here, its so sad.
Thank you for your excellent account with its broad perspective on this enigmatic brand. Things can ‘go down hill’ very quickly when you live on the ragged edge. 🙏🏻🙏🏻🙏🏻
This is random, but the model for the Palestinian in the Israel/ Palestine shoot is just beautiful
I used to absolutely love benetton in the 90's.still got a couple of sweatshirts and a few t-shirts at the back of the wardrobe
The Hot and Cold fragrances were amazing 😍
I shopped at Benetton in Washington DC in the 1980s - their vibe was so different from any other retailer! I never knew what happened to them so this was a very interesting video, thank you!
Wow i can't believe i haven't heard of this brand, really great video, keep it up!
You're giving away how young you are!
At the time, they were absolutely everywhere. A horrible exploitative company always in the media and in your face on posters billboards, cinema and TV ads.
Like so many others here, it came as a shock to realise they had gone. I haven't thought about them in years and just assumed they had established themselves and that their PR had calmed down to reflect their status in a mature marketplace.
I worked at Benetton in Georgetown DC and on the 52 and Madison ave NY location it was a fun environment to work in, as I met people from all over the word, it’s too bad there was so much controversy within the company.
Your voice is so calming.. i hope youre enjoying making those videos as much as i am watching them
I was a teen growing up in early 2000's. Me and my friends saw stuff from Benetton, Terranova & Mango as "desired" and popular.. these were the few affordable brands shown in Elle & Harper's Bazaar magazines.
Benetton was really popular here in Manila in the 80s. They disappeared for a while, and I was surprised to see their shops pop up in our malls again recently.
I just KNEW it was that company!!!!
They had a huge store in downtown Nassau, The Bahamas where I grew up. You had to wear them to be cool back then
What about the uses of indigenous designs for fashion profit. I remember the posters. Just came over from East Germany in the early eighties. Couldn't afford this.
Interesting story thanks for sharing it with us.
This is going to happen to Disney, sooner or later.
Dang. I still have a united colors of benetton shirt.
I was born in Italy, and even in my time (late 2000s), the Benetton brand was going very strong, it wasn't until the Rana Plaza incident that its reputation got tarnished. I just hope from this incident that companies really take care of how their products are made, making sure that workers health and safety standards are taken seriously.
I am 30 years old and since childhood I have been wearing clothes from Benetton
Unfortunately in the last decade the quality noticeably fell, but still compared to all the brands they make good designs
I really do hope Benetton doesn’t disappear, and maintain the quality or even go back to the better quality
Just subbed!! Your videos are soooo well made!! Can’t wait for more
you are a very polite guy
I do uppreciate your videos , well done! subscribed ☺
Your videos are amazing!
10:32 On Argentine money and images I've seen, they call it "La liberacion..." The Liberation of the dessert.
I miss Benetton. Such an 80's icon.
Great video but 7:04 you just pissed off every Czech & Slovak watching the video
Thanks! Yes, I realised!
i don't see benetton shop in malls anymore here in Manila, Philippines🇵🇭
you need to get your facts straight. Maldonado was NOT killed
Watch the whole video and you’d see that I mention that
إعادة تحميل لماذا
TH-cam said some of the images were too graphic so I had to blur it.
history must be censored
Sorry, I don't remember them.
oooh the Irony
Tiktok brought me here😂😂😂😂
My mother's family hails from Treviso (tre-vi-so). I don't understand why you put an extra syllable in it making it tre-vit-si-o.
I am also a stickler for such things as the word nuclear. I can't stand the way Re-PUBIC-ans say nu-ku-lar.
The day after the 2016 election I heard a woman mispronounced it and asked her if she was a Republican.
When she asked me why I asked that, I told her it's the way she said nu-ku-lar.
She asked me, "Well, how do you pronounce that word?"
I told her it couldn't be more clear; it's nu-and the word clear. It's nu-clear.
And it's Tre-vi-so, Italy.
Respectfully, it would benefit you to take a gentler and less condescending approach to correcting others.
That label is dead. Luciano is out of date and clearly cannot come up with fresh idea, with mistake number one is bringing back Toscani!
Whos here because there is no part 2 in tiktok? 🙋♂️
1:13 Simple answer: Those who are wuick and loud to virtue signal are also lacking in virtue.
I’m 55 grew up in LA never heard of that brand in my life.
UCB was a globalist/metropolitan brand focused on metropolitan consumers. I was born in the 1970's and a former retail buyer/ merchandiser. UCB wasn't anything special it's design's were very simple and safe (boring). UCB was pure marketing.
That’s wild. I’m 33 and know about them. I knew about them as a kid because they had an aids patient dying in their ads
@@JL0ndon I guess I wasn’t really into Fashion or watching much TV , I spent most my time on a surf board that was world.
We all live in a bubble...ever heard of the 'Banana Republic' brand? Was a real thing in the 80ies. 😅
@Xaver-dh8nh yeah I know about themI was an 80S teen
I was a 23 year old nightclub dj
in 1982... 😏 ...when my
girlfriend bought me a
Benetton sweater.
🤔 I really didn't care for the
sweater, but... as a young,
idealistic 20 something
who went to Sunday school
and absorbed civil rights
and the Vietnam antiwar
ideals as a 60s child,
Mannnnn... 😁 ...I loved
their poster ads👍🏾
So this is what you did with your life? You became a failed poet on TH-cam?
@@slappy8941 What
are you talking about?
What poetry? No poetry
here. But it seems you're
into clowning and trolling
am I right? Carry on,
(pretending as if) what
you're saying matters.
It might give sense
of purpose to your
empty life, and help
you validate whatever
delusion got you
triggered... 😊
Algo
Czechoslovakia was never part of the USSR. Please get your basic knowledge of geography and history right.
🙏🏼🌹❤️🇮🇱☮️🇵🇸
Benetton seems a decent brand conpared to what Balenciaga is doing these days 🫤
NEVER HEARD OF BENETTON BEFORE THIS