(Reviewed by JD Jung)
Benetton: A True Story offers a fascinating journey through the history of one of the most iconic fashion brands of the 1980s. Written by Francesco della Barba, the Executive Vice-President of Benetton USA, this memoir provides an insider’s perspective on the rise and evolution of this Italian clothing company.
Della Barba assisted the company grow its business in the United Kingdom, United States and later in the Middle East. I found his perception of the cultural differences between the Italians and the British fascinating. In fact, he believes that American culture is somewhere in-between the two countries, depending on where one lives. He opened an office in Dubai in 1989 and uses engaging anecdotes to explain how their stores were successful despite such conservative religious dress codes.
There are so many fun and interesting stories within this memoir, some stranger than fiction. I enjoyed reading about the associates: some quirky, many trustworthy and some less than.
While the memoir is rich in content, I found the timeline a bit confusing. However, this minor flaw is overshadowed by the overall quality of the book.
Benetton: A True Story offers readers a captivating look into the world of fashion and business. Delving into the colorful history of Benetton, della Barba’s narrative is both entertaining and enlightening, making it an engaging read for anyone interested in the fashion industry or entrepreneurial success.
