MILAN — United Colors of Benetton is entering the secondhand shopping model, reaching out to a new customer and bringing back vintage designs through a new collaboration with peer-to-peer resale marketplace Depop.
Benetton chief executive officer Massimo Renon, however, stressed that the partnership is based on key values the Italian company and Depop share, such as diversity, inclusion and sustainability.
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Renon joined Benetton last year from Marcolin, tasked with the revamp of the brand and with increasing its appeal to younger generations, without betraying what it has always stood for. “Through Oliviero Toscani’s innovative ad campaigns