Luciano Benetton: Image Maker 2005
Distributed by Films Media Group, PO Box 2053, Princeton, New Jersey 08543-2053; 800-257-5126
Produced by Karl Olov Larsson
Director n/a
DVD, color, 42 min.
Sr. High - Adult
Business, Management
Date Entered: 12/12/2006
Reviewed by Michael J. Coffta, Business Librarian, Bloomsburg University of PennsylvaniaIn the series of CEO Stories: In Their Own Words, this documentary examines the astounding rise of Italian garment manufacturer Luciano Benetton from humble beginnings selling his sister’s knit work. This film does a wonderful job of exploring the large scale and small scale strategies and tactics of Benetton, without going into excruciating detail or painting with strokes too broad. Benetton discusses his overarching philosophy for clothing and the fashion marketplace, his thoughts on business ethics in the light of recent scandals in other businesses, his philosophy on entrepreneurship, risk management, and the need for managers to have good business instincts. Perhaps the most interesting comment of Benetton is his notion that persistent reputation of his enterprises’ quality is more important than any disposable advertising image or passing trend. He states that a prosperous company must never lose the connection between product and consumer. While the film is entitled “Image Maker,” Benetton is far more interested in “image” as it promotes and perpetuates the character of his enterprises as opposed to any perishable advertising “image.” He concludes the interview discussing the stress of life as a CEO.
This documentary is inspirational yet demonstrative. The audience gains a unique perspective of a purposeful and time honored business model driven by a relentless yet composed entrepreneur. Though not visually stimulating (the documentary is wholly comprised of a face to face interview), this documentary is highly recommended for advanced business students and anyone interested in international entrepreneurship.