Retail and Brand Management

UNITED COLORS OF BENETTON

ACKSHAYAA S G
Italian fashion brand
120 countries, 6500 stores
Found by Benetton family in 1965
The company produces over 110 million garments per
year, 90% of which are manufactured in Europe.
To attract youth market, the company started making
sweaters in bold bright enjoyable colours.
To cooperate with the new image, changed the name
from Benetton to United colors of Benetton.
Benettons apparel business includes 5 brands,

UCB (flagship brand)

Sisley (the trendiest brand)
The Hip Site (the newest group brand)
Killer loop (sportswear)
Play Life (sportswear)
CORE VALUES OF THE BRAND

Being globally responsible and a concerned company in

Social, environmental and economic terms.
Benetton is friendly to human dignity and to change of
society.
Their aim was to show their tolerance to cultural diversities.
They tried to convey that there is no difference between skin
colours and races and everyone is equal.
SHOCK ADVERTISING
 Colours, Individuality, shocking ads, innovative, rebellious, daring,
controversies provoking, full of energy

Italian quality, tolerance,

Unity, Equality, friendship
brotherhood, awareness

multicultural, exciting, unconventional, feel good, extrovert,

modern, independent minded. comfortable, vibrant
COMPETITORS

INDITEX ZARA
THE GAP
H&M
MANGO
ESPIRIT
United Colors of Benetton imagery represents and symbolises
independence, friendliness, attentiveness, simplicity,
extravagance and elegance; the brand which is for every
personality and occasion.
United Colors of Benetton is all about colours; it attributes a
large amount of brightness and bravery. The brand offers a
broad variety of effortless chic clothing to its customers which
could be found in their favourite hues.
For those who is not colour wild Benetton presents less rich
tones.
THANK YOU!