CASE STUDY: "Building The Benetton System", Werner Ketelhoehn.
             Benetton, having been around since 1965 has had some massive changes and events to respond to and so I feel that a timeline of the events since the company was founded to be of significant use.
             1960's; Development of Lucianos competitive advantage (discussed later).
             1965 - Benetton was founded and the first factory was opened in Ponzano.
             1966 - Widening of the existing company-subcontractor relationship.
             1968 - First Italian store opened in Belluno.
             1969 - First foreign shop opened in Paris.
             1970's; The Benetton Group expansion to represent a family of brands which include 012, Sisley and Jeans West.
             1970 - Hasten expansion by building upon the partnership system developed in Italy.
             1972 - Revolutionary production system concerning garment dyeing (discussed later).
             1975 - 'Benetton' logo becomes a well known retail symbol and their product range is expanded to include the 30+ age group.
             1980's; The growth strategy of Benetton was based around the acquisition of subcontractors and raw material suppliers.
             1983 - Advertising and sponsorship campaign in preparation for the global launch.
             1985 - Marketing of children's stationary with the Benetton logo on the product.
             1986 - Marketing of Benetton watches.
             1988 - Franchisees can now select from a choice of 12 shop layouts. Benetton now have 5000 shops around the world and there are plans being made to make Rocky Mount (NC) the distribution facility for the US market.
             1989 - Benetton have a total of 80 agents (internally known as Centurioni).
             One thing became apparent whilst reading through the case which is the number of things that Benetton do which are seen to be unique to themselves.
             Take first and foremost, right from the outset when Guiliana began to use her knitting talents producing bold, bright coloured sweaters that were revolutionary at that time. The quote I should refer you to her...