The Benetton Group is one of the most renowned Italian fashion companies worldwide. The founders of the company are the Benetton family: 3 brothers and a sister. Luciano Benetton has led the company since its founding in 1965. Benetton’s DNA is multicolored jersey. The company uses the most modern technologies and is the largest consumer of wool in the world. One of the innovations is a special computer program that creates seamless sweaters in 30 minutes. In 1970, Luciano Benetton became the first trader in Italy to abandon the old over-the-counter trading scheme. Based on his experience in a clothing store, he decided that it would be more convenient and pleasant for customers to choose among the products on the sales floor. In addition, traditional trading, where the store owner could decide what he took from the manufacturer for sale, how he displayed the product and how he sold it, was unacceptable to Benetton. Luciano pioneered the conventional franchising scheme. Today, the Benetton empire sells its products in 120 countries around the world and has more than 5,000 retail outlets. The company’s products include men’s, women’s, children’s clothing and underwear. In addition, the range includes toiletries and perfumes. Each new collection of the brand is a perfect balance between the classics of the brand and new trends. In these clothes, any person will feel the freedom of spirit and uniqueness of each that the brand has been promoting for 55 years. United Colors of Benetton brand has been introduced to the Uzbek market since 1996 and during more than 25 years it has been one of the most beloved and sought due to collections in a recognizable Italian style for the whole family.