Good Bad Billionaire Luciano Benetton: Famous fashion to cultural controversy
Dec 1, 2025
Luciano Benetton's journey from postwar poverty to fashion giant is captivating. Discover how a yellow sweater sparked his entrepreneurial spirit and the controversies behind his provocative ad campaigns. The discussion dives into his childhood under Mussolini, strategic moves in Formula One, and the celebrity allure of the brand. Facing backlash for addressing complex social issues and a shifting fashion landscape, the hosts explore Benetton’s legacy and ponder whether he is ultimately a good, bad, or just another billionaire.
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From Yellow Sweater To Factory
- Luciano Benetton and his sister Giuliana launched knitwear by selling a first collection of 20 brightly coloured sweaters produced at home.
- They financed their first knitting machine by selling an accordion and a bicycle and recruited local women to scale production quickly.
Speed As Competitive Advantage
- Benetton built a modern factory that could dye whole garments and cut production lead times from a month to about ten days.
- That operational edge let them respond to trends early and foreshadowed today's fast-fashion model.
Franchise Birth: My Market In Belluno
- Luciano franchised his stores, letting local entrepreneurs open exclusive Benetton shops and bearing much of the expansion risk.
- The first franchise, My Market in Belluno, looked like a failure site but quickly drew queues and youth customers.
