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
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[...] 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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