My boyfriend and I have a running joke that every time you walk by a United Colors of Benetton, it’s empty. There’s never anyone in those stark white shops except for the employees. We take pictures in front of every Benetton we stumble upon, whether it’s in Chicago, San Francisco or New York–I guarantee that, in every image, the store is empty!
To be clear, my store checks are virtually worthless. Benetton’s retail numbers totally debunk my argument. In 2009, US Benettons saw a year-over-year sales increase of 3%, which is a lot better than most American retailers reported. (Benetton doesn’t offer actual sales figures for the US, but the company made about $2.7 billion globally last year.)
But there’s no denying Benetton’s cultural significance, at least in the US, has decreased drastically over the last 20 years. Who do you know that shops at Benetton? Do you shop at Benetton? I’m doubtful.
The 1980s were a much different story, when Benetton’s then-groundbreaking multicultural advertising made it a cool label to wear. I even had a Benetton Barbie. Seriously.
Anyways, I popped into a very large Benetton yesterday on the Corso Buenos Aires while waiting for the Gucci show to start. And there were people shopping! Granted, it wasn’t as crowded as the H&M next store, but there was movement. It makes sense, since Benetton is an Italy-based company. But it also makes sense because there was actually some nice stuff available, including colorful handbags and rainbows of cashmere sweaters. Overall, the selection was not only much more vast, it was definitely more compelling.
Most Popular Stories
Comments [16]
Popular Stories
The 10 Best YouTube Hair Tutorials
The 10 Best YouTube Makeup Tutorials 
Fashion's Most Stylish Guys Give Mark Zuckerberg an (Almost!) Hoodie-Free Makeover for Facebook's IPO
Style and Substance: 10 Ladies Who Have Proven You Can Have Both
10 Beauty Boards You Should Be Following on Pinterest
Actually, it must be an european thing. I'm portuguese and I definitely wear Benetton. Along with H&M, it must be the label I wear the most. This brand actually has a personality, consistent quality and an affordable price range. The colors at Benetton make me dream and when I slip into one of their sweaters I feel like I never want to take it off. And, most importantly, they aren't pretencious as most brands nowadays. They actually make me wanna wear their clothes.
hahahahaha I LOVE Benetton it's my favorite secre…I always get compliments on pieces I have from them, whether its a basic item or something very interesting/design based – I just love how excellent, strong and comfortable their material is, in conjunction with the details they put in even the most basic of items, and the COLORS are always so wonderful yet totally wearable. The notion that Europeans are holistically more stylish than Americans is no joke..especially when you consider that they take more daring/fashion-foward-yet-tasteful stores like Benetton just as seriously as..anything else…
I normally cant afford Benetton…I go to the Benetton outlet store in Flushing, NY. Great stock+discounts…Benetton and Uniqlo are probably the only stores I go to buy in retail because their colors, cut, quality, etc.. are exceptional, especially for their price range
I might peek inside the UCB store from time to time, but I never end up buying anything. They do have a selection of great stuff, but I don't know why I just don't feel like actually buying anything. Like @Rita Gomes said, it must be an European thing. I am from the Dominican Republic, and the UCB store is always empty.
Benetton has a special place in my heart. My first pair of “designer” jeans were UCB, my first girlfriend in 4th grade, Cherie, wore the scent COLORS and when they started the magazine, it was the most provocative and controversial magazine I'd ever seen.
religion
http://iconicphotos.files.wordpress.com/2009/06…
AIDS
http://www.iko-hoogstraten.be/wp/blog/wp-conten…
race/gender
http://rozeanafonseca.files.wordpress.com/2009/…
fucking awesome
http://theinspirationroom.com/daily/print/2006/…
http://www.culturekitchen.com/files/benetton-bl…
Your girlfriend was allowed to wear perfume in 4th grade? Wow.
j'adore UCB…and I am sure I soooooo am not the only one
visit http://www.iscariotteh.wordpress.com
i'm danish and i love ucb as well! also, ucb is quite big in india. it's one of the only brands that my expat friends (students my age and their parents) and i liked in the city we lived in, chennai. maybe some of that revenue comes from india then?
Everyone, seriously, thanks for the input. I'm a huge Uniqlo fan and I think it captures what I used to love about UBC years ago. I'm gonna have to take a second look.
I did shop at Benetton in early 1990's and I still stop by the store once in awhile. Now I go to Sisley instead which offer more grown up look. I think they carry nice selection of sweater and dress shirts.
I've never been in both the U.S. and Italian Benetton stores during the same season, so this could be a fluke, but I have a theory about Benetton and Italy. They keep all the best stuff for themselves. Benetton was one of my FAVORITE stores the semester I spent in Venice; I had never before noticed it in the states. When I returned home, I soon went to my mall's version of the Italian chain, and I swear it had less exciting stuff. I'm not sure why this is– buyers, smaller store, weird layout?– but I'm completely convinced that it's true. Like you, I just can't prove it. Yet!
maybe in the US the consumer is drawn more to the GAP w/c is similar in terms of product.
Does anyone think that the UCB store in the photos looks a lot like a GAP store?
LMAO – People do shop at Benetton! It's been my staple store since the late '80's; love their basic slogan tees. And the accessories aren't too shabby, neither…
asians also indulge in benetton (and sisley). it's cut much better for smaller slimmer bodies (asians/europeans) than american body types, in my opinion. the ones i used to frequent in dc always had a lot of people shopping in them.
He had a girlfriend in 4th grade? wow.
hehe
I worked for Benetton for 2 years and I'm still not sure who shops there.