The clothing market is doing well with a growth rate of 2.5%, even though the market is unstable due to certain aspects (environmental, economic, socio-cultural, etc.),
Despite saturation, Benetton is a brand that continues to sell quality clothing. However, given the explosion of mega stores, communication and excessive overproduction of its competitors, Benetton should strive to maintain its brand image and sales.
Since 1982 and until the 2000s, Toscani, the photographer who worked with Benetton, , gave great fame to the brand via his work. Toscani's aim was to draw public attention to universal themes, not to the product. This feature has become the trademark of Benetton's communication.
A communication combining the brand and the product while remaining consistent with the initial values of Benetton: The resumption or continuation of the original message, ‘The brotherhood and anti racism and all the colors of the world'. Orientation related partnerships with NGOs and humanitarian associations (child protection, safeguarding the planet).
The brand as part of its communication decided to include the use of celebrities who engage in humanitarian associations, to use the notoriety of a star who shares the values of Benetton by promoting the actions of a humanitarian organization.
Using a star recognized internationally can offer brand image quality. In addition, a star of global fame can convey the same message worldwide.
The humanitarian partnership is consistent with contemporary changes in attitudes, this allows associating the mark and the sign causes nobler than that of profit and exploitation of the Third World.
The target media is composed of young men and women rather 15 to 30 years seeking a range of high-end clothing, comfortable and trendy. In addition, these customers also purchase products from Benetton because they know the character of the brand involved.
A commitment and communicate on the brand rather than product is a risk taken by Benetton but it can retain an audience defending the same values. Moreover, this link from customer to the brand is stronger than a simple link buying power.
The advertising will allow the company to target a wider customer base, 25 to 30 years old as being more committed. The advertisements will be undifferentiated by continents because the public's business is from the United Countries of Benetton.
The creation of "United Foundation of Benetton" a non-profit association will aim to raise funds which will be the main source of sales revenue collections. The main activity of the association will be to learn as much money to donate to organizations with shared values to that advocated by Benetton in the early advertising campaigns, the fight against racism, defending the rights of children and fight against AIDS.
United Foundation of Benetton's first partnership was made with an association supported by the Jolie-Pitt Patnership Education for Children of Conflict, which represents children from across the world who are victims of conflict as well as victims of natural disasters.
This association continues the company's goal in the defense of human rights, which is another step forward for the company that first denounced racial inequalities through its advertising.
Tags: United Colors of Benetton, advertising campaigns, the brand Benetton
[...] - To show that products of United Colors of Benetton sell: This adds an additional exposure of product presentation. - The most successful ad campaign concentrates on its target: Young people are not as sensitive to humanitarian actions as adults. This is why the use of an opinion leader can improve the image of the brand and its products. Goals of communication • COMMUNICATE to: - Installing a less provocative and less controversial photographer: following the controversy that occurred during the commercials Toscani designed, the brand's reputation has been undermined. [...]
[...] In addition, these customers also buy Benetton products because they know the character of the brand involved. The fact of engaging and communicating about the brand rather than product is a risk taken by Benetton but it helps to retain public rights and value. Moreover, this link of the customers to the brand is stronger than a simple link of a current purchase. This advertising will allow us to target a wider customer base as being committed can hit a target more than 25-30 years old. [...]
[...] It has great potential for expansion and growth. * Some figures: employs 45,000 people, has about 1,000 outlets in 21 countries, and 500 million garments are sold annually. * Concept : Collection for Women (seven different lines), man, child and youth.H & M offers the same clothes in every country in the world which allows it to have very attractive prices. fashion and quality at the best price' * Distribution: Great megastores located in major cities worldwide. Communication ( of sales) * Message: In its advertising, H & M places particular before its products and the fact that these are quality products which follow fashion at the best price. [...]
[...] Image: good brand image (commitment * Price: Reduction from 25 to 40% on social facts) and products in prices between countries. (perceived quality). * Communication: communication Reputation: very strong - global media scandal in the 2000s with the recognition. campaign-shock of Toscani's advertizing. * Products : High quality products. The products are offered * Distribution: Number of with great color palette and unimportant megastores. Sellers are without any defects. The sweater is mostly small independent shops the flagship product of Benetton. often barely visible against the competition. [...]
[...] They are sober and enable consumers to visualize a chic and glamorous 'look'. This communication strategy primarily uses the 'word of mouth' medium. Synthesis Communication Force Weakness Spectacular display-and viral -Risk of shocking GAP marketing. people with their idea for viral marketing. -Partnership with the foundation created by the RED -Effect of advertising star Bono. not low enough in -Use of opinion leaders and Europe: wrong target, stars. message. -Does not meet expectations Post-attractive and easily understandable H & M -Communication with many varied media platforms. High budget. [...]
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