Benetton is a brand of repute that has been in the limelight by many provocative advertisements. However, these ads have been a hindrance to the development of the brand.
As an advertising agency, it has decided to create a new campaign focusing on branded products. In this case, it will present the founding of the new advertising campaign for the line of underwear brand, Benetton.
To be immersed in the environment and culture of the brand, the agency wanted to first establish a market study of Benetton in analyzing its business and its competitors. To be sure to be consistent with the ideas of the brand, it also decided to look at the values of Benetton, and then do a SWOT analysis that will allow them to see what elements it will be based on in the campaign. Secondly, it will analyze the old Benetton ads, in order to answer the question "Why should we change our approach to advertising and direct advertising to a product?"
The Benetton Group is a world-class company. The main activity is the Benetton clothing, where the Italian style is very present, with the notion of quality and passion. It is currently present in 120 countries and employs nearly 7000people.
The development of the Benetton sales organization was born undera program of investment in megastores, some of which are directly managed by the Group. These stores are characterized by their large, prestigious locations in historic centers and malls and the high level of customer service. The new Benetton megastores are ready-towear, men'sclothing, children's collections of underwear,and a large collection of accessories.
Through the quality of its products, an efficient service and its prices higher than those of its competitors, Benetton is positioned on the textile market in the medium / high end bracket.
However, despite its strong presence in the international textile market, Benetton has been confronted in recent years a decline in sales due to the emergence of new brands such as H & M or Zaraagain and new customer requirements .The purpose of Benetton is not to be a trendy brand. The brand is aimed at "the working woman" looking for basics, men and also young people, who of course, pay attention to trends, but without making it an obsession
Benetton brand is known for its bias on issues in controversy.Certain themes recur frequently and the brand stays true to certain principles.
So the first thing you notice watching the commercials is the color.Whether the color of clothing, logo, or that of the skin. All these colors are mixed to create a picture of diversity.
This diversity, however, is not without bond since Benetton sees the man, rather than the nation, or a particular community.
The brand seeks especially the mixture of different kinds, colors. This link can also be found between a baby and his mother, but it is also often associated with controversy, as a priest kissing a sister or an American and a Soviet. The black and white theme comes up quite frequently. What matters are the relationships. Benetton will not tolerate injustice. This is what the brandmost often seeks to convey in its advertising with the help of topics.
The purpose of Benetton advertisements is not to make a moral discourse but rather a message of openness to the world, to create a relationship of trust and respect.
Tags: Benetton group, publicity campaigns, advertising strategy
[...] Since the brand does more provocative and shocking advertising campaigns, its revenue is only growing slowly. However, it represents only a tiny fraction of their total turnover i.e of total turnover (2006). Benetton had more success in its debut with sweaters with unexpected colors. The technique of "shock advertising" used by Benetton increased the recall rate and strongly implied the consumer but did not increase sales and textiles were not reassured For most successful ad campaigns on its target An advertisement is usually tested on four criteria. [...]
[...] This represents a record in sales of the magazine Cosmo. Cosmopolitan now has 55 international editions. The target of this magazine is women who are aged between 20-35 years. ? Glamour The last few editions had rapidly become a reference method for women from 20 to 30 years. It is located in the high end. Glamour might actually look like magazines such as Cosmopolitan and Biba but it is for a younger female audience. This is a magazine for ambitious and dynamic girl. [...]
[...] The brand was located in Europe in 1987 with its first store in London. In 1991, Gap implemented a corner at Galeries Lafayette Haussmann then opened its first store in 1993, rue de Passy. In July 1999, the company inaugurated its pilot plant for European Champs Elysees: the store is 1700m ². The brand is intended primarily for youth by providing them with basic models, casual,Discrete, the clothing sold at the Gap are expected to develop individual personalities with the idea that chic does not look chic. [...]
[...] Others, because of their small size, are located in city centers or in malls. Competition increasingly difficult with the arrival of new brands The market for ready-to-wear has undergone a revival in recent years thanks to the emergence of new brands such as Gap, H & M and Zara. For ten years the market was flooded with these new brands coming to federate consumers. We will see how did they get to that level? Gap: the American know-how Originally from the United States, the brand GAP was founded in the late sixties by a property developer in California. [...]
[...] But Benetton has a real Italian it is not known for good quality craftsmanship and is known for its products still it lowers the image nice clothes in a very large range of Benetton. of colors, which gives it a very - The products are very basic and young age. sometimes lack of originality. The clothes, often wool, are of very good quality. They have a laundry facility and long durability. They also developed a "light cashmere" unpublished, adapted to spring temperatures. [...]
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