Benetton: A true story Francesco Della Barba
This is an enjoyable look at the rise of Benetton, and running a successful business in the fashion world, full of amusing anecdotes and adventures. These include dealing with Michael Schumacher and F1, tales about the Mafia and stories about business and romances in the Middle East. It isn’t really a biography of the Benettons, although Luciano features heavily in the book. I liked reading about Della Barba’s difficult road to success, how Luciano famously started the company by selling the iconic Benetton jumpers from the back of his car, and the arguments about sales strategies. His romance and business partnership with his wife Chiara was also interesting. However, the book isa bit disjointed and needs more editing, which makes it a bit difficult to read, although endearing. Benetton’s famous and controversial political campaigns didn’t feature much in the book, which surprised me. I received this free ebook from Loudhailer Books in return for an honest review.