Key TO Success

Key to success.

Cultural embrace. Benetton is a brand with a cultural signifcance. Its advertising campaigns have had soft and hard political and social messages, giving the brand a status and power its clothing ranges alone could not provide.

Courage. Benetton’s bright-coloured clothing may seem a safe bet now, but it was less safe when the company started in the 1960s without any market research. Such courage has spilt over into Benetton’s advertising campaigns.

Brand emphasis. Arguably Benetton understands the  significance of branding and advertising better than any other European company.

UCoB

What is the brand equity of Benetton?

www.benetton.com

Founded: 1965

Country of origin: Italy

In 1990s Benetton’s advertising campaign using Olivero Toscani gained more column inches than any previous advertising campaign in history.

The brand was founded with no market research whatsoever.

Presented in 120 countries, its network of around 6,000 contemporary around the world, offers high quality customer services and generates a total turnover of over 2 billion euro.

Brand equity is a set of assosiations thata permits the brand to earn greater volume than it would without brand name. ( Marketing Science Institute)

Benetton brand extansion. Undercolors of Benetton.

Undercolors of Benetton is an extension of the Benetton brand, featuring underwear, beachwear and sleepwear collections, as well as accessories for women, men and children. A wide selection of recurring basic colors is enriched every season with the latest trends. Undercolors is available in its own chain of stores which now has more than 500 locations in thirty countries and in selected Benetton Shops.

Undercolors of Benetton has been launched in order to compete with it's main rival brands Inditex (Zara), Gap and H&M which all offer lingerie and underwear collections for men and women in-store as well as in specially dedicated underwear store under brand name. With cheaper prices (than in a store where underwear is a core product) and ease to select total look in 1 location, Zara and H&M kept increasing the surface of it underwear sections for the last few seasons. Seasonly and weekly updated collection attract customers attention and make profits grow, that is why Benetton took decision to extend its brand portfolio and launch Undercolors of Benetton, which aim is to drive away market share of Zara, Gap and H&M in underwear market.  

As the underwear fashion field is expanding fast, but still pretty new, companies promote their brands and new collections via social networks and youtube, what permit to cut expenses.

Undercolors of Benetton autumn/winter commercial (7260 views)

Benetton is reviving provocation campaigns

Benetton has launched on the 16^th November its new advertising campaign, in which she is using photomontage with the pictures of important celebrities, kissing each other’s. For instance we can see on of of them Obama kissing the Chinese president Hu Jintao, or also Sarkozy Kissing Angela Merkel.

Those photomontages, realized for the new advertising campaign of Benetton called « UNHATE » have been shown in Paris by the vice president of the group Alessandro Benetton.

It concerns symbolic pictures, which aimed to make constructive provocation.

The goal is to make people understand that politic, faith, or ideas, even if they are opposite can lead to dialog and mediation.

1 of the pictures was representing Pope Benoit XVI kissing an imam in Cairo, but had to be removed under the pressure of Vatican, which threatened to make legal pursuits. 

This campaign is part of a larger action: Benetton has created the UNHATE fundation, which will work in favour of tolerance.

A film called UNHATE will talk about the link between the raise of hate and the reason of love is diffused on the UNHATE website and on youtube.

Link to the foundation

http://unhate.benetton.com/foundation/