Benetton: the Family, the Business and the Brand By Jonathan Mantle
Benetton: The Family, the Business and the Brand
The Uncensored Inside Story of High-Octane Capitalism, Counter-Culture Marketing, and a Global Fashion Empire
The Uncensored Inside Story of High-Octane Capitalism, Counter-Culture Marketing, and a Global Fashion Empire
Bibliographic Specifications
- Title: Benetton: The Family, the Business and the Brand
- Author: Jonathan Mantle
- Publisher: Little, Brown & Company, London
- Publication Date: 1999
- ISBN-10: 0316640832
- ISBN-13: 9780316640831
- Edition Details: First Edition, First Printing. Standard Hardcover Release.
- Binding: Original publisher’s premium cloth-bound hardcover casing with crisp spine titles.
- Physical Format: Octavo (8vo), 246 pages. Enhanced with central repositories of historical archive photographs, brand campaign chronicles, and investigative profiles mapping the brand's global retail expansion.
- Language: English
Official Condition Report
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The Book: Used – Near Fine (NF)
- Exterior / Boards: The original cloth hardcover casing is in pristine, mint condition. The front and back panels are beautifully flat, structurally robust, and flawlessly square at all corner tips. The cloth binding is unyielding and shows zero vertical spine-lean or crushing.
- Interior: The text block is exceptionally clean, bright, and tight. Leaves are perfectly intact and remain entirely free of user highlighting, ink signatures, ex-libris library stamps, dog-eared foldouts, or standard dealer pencil markings. A well-sheltered, showroom-grade copy that has been preserved with care.
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The Dust Jacket: Used – Near Fine (NF)
- Condition Detail: The original illustrated dust jacket is present, whole, and completely intact under a protective Cellophane cover. The jacket faces show only very limited, superficial signs of standard shelf-rubbing, keeping its bold design and primary colors bright and striking. Completely free of sun-fading, chips, or heavy edge tears.
Synopsis & Historical Value
Published in 1999, Benetton: The Family, the Business and the Brand is an exceptional corporate exposé that tracks the dizzying rise and controversial genius of the Benetton fashion empire. Author Jonathan Mantle pulls back the curtain on the tight-knit Italian family that transformed a modest knitwear business into a provocative global powerhouse, charting a high-stakes ecosystem where soft fabrics mix seamlessly with high-octane petrol and Grand Prix motor racing.
Mantle delivers a masterful narrative detailing how Benetton fundamentally altered the landscape of modern advertising under the vision of photographer Oliviero Toscani. The text explores how the brand deliberately challenged social taboos—mixing colored condoms, political commentary, and AIDS awareness with traditional Catholicism and raw capitalism to capture the world's attention. Capturing the company right at its corporate zenith at the turn of the millennium, this near-fine hardcover collectible copy offers incredible insight, profound bibliographic context, and pure investigative depth for business strategists, fashion historians, and sports memorabilia purists alike.
Author Profile: Jonathan Mantle
Jonathan Mantle is a highly distinguished British author, corporate biographer, and veteran investigative journalist. Renowned for his razor-sharp narrative pacing and profound investigative depth, Mantle has authored numerous acclaimed, best-selling volumes analyzing corporate giants, architecture, and massive financial empires—including his classic works Companies That Changed the World and For Whom the Bell Tolls.
Mantle’s unique literary talent allows him to cut through standard public relations spin to examine the eccentric characters, boardroom power plays, and cultural shifts that shape corporate history. His expert handling of economic mechanics and deep investigative research ensure that this biography serves as an authoritative, definitive primary historical record of one of the 20th century's most fascinating family-driven corporate empires.
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