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The fashion retailer based in Ponzano , Italy , has a network of around 5,000 stores “ in the most important markets in the world ”. The company claims to be “ a responsible group that plans for the future and lives in the present , with a watchful eye to the environment , to human dignity , and to a society in transformation ,” Benetton notes . “ When companies export around the world , they normally adapt their advertising to suit different areas . Benetton chooses a single , universal message that is valid for all consumers : wherever they may live , whatever the color of their skin and whichever language they may speak .” The company was established in 1965 and began franchising in 1983 . APRIL 2019