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)