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The other colours

机译:其他颜色

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摘要

Almost 50 years ago Luciano Benetton came up with an idea that took the world of fashion by storm. His bright, casual sweaters would be dyed after they had been knitted so that stores could restock faster with the most popular colours. From artisanal origins in Ponzano Veneto, a small town about 30 kilometres (19 miles) north of Venice, the shops of the United Colors of Benetton spread across Europe and America, promoted by provocative and controversial advertising. But times change and colours fade. Early this year, there were whispers that the Benetton family might be in financial trouble. The figures, though, show something rather different: Edizione Holding, the Benettons' holding company, owns investments with a market value, after deducting debts, of around EUD6 billion ($7.3 billion). Diversifying out of the business that the Benettons knew well, the fashion industry, has worked surprisingly well for one of Italy's best-known family concerns.
机译:大约50年前,卢西亚诺·贝纳通(Luciano Benetton)提出了一个想法,席卷了时尚界。他的明亮,休闲的毛衣在针织后将被染色,以便商店可以以最受欢迎的颜色更快地重新库存。起源于威尼斯以北约30公里(19英里)的小镇庞萨诺威尼托的手工艺品,贝纳通(United Colors of Benetton)的商店遍布欧洲和美洲,并通过挑衅性和有争议的广告进行推广。但是随着时间的推移,颜色逐渐褪色。今年年初,有传言说贝纳通家族可能陷入财务困境。不过,这些数字显示出截然不同的东西:贝纳通一家的控股公司Edizione Holding持有的投资市值在扣除债务后约为60亿欧元(合73亿美元)。贝纳通一家广为人知的业务(时装行业)在意大利最著名的家族事务之一中表现出色。

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