e is the one from page 2 of the case; 'what Luciano and Guiliana have invented was a pullover for a season or a year, not a traditional pullover for life'. Even before officially forming the company, Benetton was going against the norm of the industry and this has carried right through until present days where the 'United Colors of Benetton' slogan has landed them in some rather warm water with accusations of tastelessness to name but one category.
             Further major areas that Benetton have appeared to reap the rewards in that are unique to Benetton, are firstly technological uptake, and secondly the partnership systems in place with the Centurioni and the shop owners. I shall return to these areas later under a separate heading as I believe that these innovations were of paramount importance to the success of the Benetton Empire.
             In the early 1960's, Luciano developed a significant competitive advantage by undertaking a number of slightly different ideas; selling only through specialised knitwear stores and selling his products at a 10% discount if the retailers paid cash on delivery. Furthermore, he sort to keep his costs to a minimum (because of the difficulties associated with borrowing) by establishing subcontractor agreements (revisited later) and up-taking employee sugge
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