United colors of benetton - Document Transcript

1. Shock Advertising By United Colors of Benetton 1

2. CONTENT 1. Introduction 3 2. An Overview 5 3. Institutional Campaigns
6 4. Ad Campaigns 9 5. Unique Concept 15 6. Benetton in India 19 7.
Campaigns by Benetton Indian Conditions 22 8. SWOT Analysis 24 9.
Bibliography 26 2
3. Introduction Benetton is a global clothing brand, based in Treviso, Italy.
The name comes from the four members of the Benetton family namely
Luciano, Giuliana, Gilberto and Carlo Benetton.
4. Its core business is clothing, a group with strong Italian character whose
style, quality and passion are seen in its brands. The success story
began in 1955 Luciano Benetton, the eldest of four children, was only 20
years old and was working as a salesman in Treviso, Italy. He realized
that people wanted color in their lives and especially in their clothes. He
sold a younger brother’s bicycle in order to buy the first second-hand
knitting machine, and began to market a small collection of sweaters to
local stores in the area of Veneto, Italy. The positive reaction to his
designs was only the beginning of the solid start. Soon after, he asked
his sister and his two younger brothers, Gilberto and Carlo, to join him.
5. In 1968, the Benettons opened their first store in Belluno and the year
after in Paris, with Luciano as chairman, his brother Gilberto as in-
charge of administration, their younger brother Carlo running production
and sister Giuliana as a chief designer. Benetton Group's corporate
headquarters is located at Villa Minelli in Ponzano, about 30 km from
Venice. Villa Minelli is a complex of sixteenth century buildings of great
historical and cultural interest. The villa was acquired by Benetton in
1969.
6.
7. Today, Benetton is 40 and as part of its anniversary celebrations the
multinational with 5000 stores around the world is putting on an
exhibition at the Pompidou Centre staged by Fabrica.Benetton Group is
present in 120 countries around the world.
8. The Group produces over 130 million garments every year. Its retail
network of 5,000 contemporary stores around the world, offers high
 quality customer services and generates a total turnov14er of over 1.9
billion euro.)
9. Benetton group, which owns four fashion brands, has a dominant
presence in Europe,
10. BRANDS ARE: United Colors of Benetton A global brand, and one of
the most well known in the world
11. Under Colors of Benetton Undercolors is an extension of the
Benetton brand, featuring underwear, beachwear and sleepwear
collections, as well as accessories for women, men and children
12. Sisley This is the Group’s most trend-setting brand, at the forefront of
fashion. Season after season, its bold, forceful collections full of fashion
ideas set the trends for young, dynamic women and men
13. . Playlife Playlife is Benetton’s leisurewear label. Collections for men
and women offer a casual yet sporty look designed to provide maximum
comfort, freedom of use, unrestricted by any single sporting discipline.
14. Killer Loop A brand with a strong "Street" connotation dedicated to
young people, Killer Loop has become an icon for a dynamic lifestyle
thanks to its assertive clothing and footwear ranges. 4
15.
16. “Fabrica” Benetton Group Communication research center is
created. 1998 Fabrica cinema was created 2000 Fabrica Music was
created. 5
17. Institutional Campaigns “Communication should never be
commissioned from outside the company, but conceived from within its
heart.” Luciano Benetton The above statement by Luciano Benetton
forms the base of Benetton’s advertising campaigns.
18. The campaigns have gathered awards and acclaim worldwide; by the
same token, they have aroused strong reactions - at times ferocious, at
times simply curious, confirming once again that they are always a focal
point of discussion and of confrontation of ideas.
19. By running Institutional campaigns, Benetton aims at informing
people about what is happening around them in the world rather than
promoting sales of their products.
20. By addressing an individual rather than a customer, the brand can
identify its target on the basis not of age or income, but of a shared
vision of what is important, starting from a set of common values. “All the
colors of the world” was one of the first slogans to appear in Benetton
 ads, and was later altered to “United Colors of Benetton.” The concept of
united colors was such a strong one that for the first time in its history,
the company adopted the slogan as its actual logo. For the first time in
the history of commercial trademarks, the slogan United Colors of
Benetton became a trademark
21. These images showed youth and children of both sexes and every
skin tone, giving the message of racial integration. A trademark that
became the driving force behind the “United Colors” message, which
formed the basis of the advertising visuals, was designed to create a
growing network of “United People.”
22. Benetton’s long journey toward its destiny as a subverter of
stereotypes began with its cooperation with Oliviero Toscani in 1982
when he joined Benetton and his early works presented youthful images
from culturally diverse nations. By linking the varying colors in the
Benetton collection to the diverse “colors” of its world’s customers,
Toscani presented a theme of racial harmony and world peace.
23. Benetton had a plan • To integrate opposites, • To unite differences
under a single flag The flag of its own logo. In this phase, the “product”
gradually disappeared from the advertisements. 7
24. In 1991, Benetton group introduced a shift in their creative approach,
when they completely removed Benetton merchandise from the
advertising. Instead Toscani, creative director of Benetton, assumed a
strategy in which social issues played a major role – allowing for a
communication on themes relevant to everyone, everywhere. The ads
were a means to draw attention to important social problems and
thereby generate public discussion. After equality and the exaltation of
differences
25. . In 1991, during the Gulf War, this image was created, a photo of a
war cemetery. Published in just one newspaper in Italy, Il Sole 24 Ore,
because all the others refused to print it, this photo signaled a break with
the previous campaigns. The style became “realistic,” introducing depth
of field, and a bit of “real life” burst into the artificially sweetened
universe of advertising. This unique photo prompted hundreds of articles
all over the world.
26. Benetton’s institutional ad campaigns created stir and raised
controversies across the world because of its shocking images, but at
the same time these ads are awarded and acclaimed all over the globe.
27. Benetton says it has a different reason for using this type of
advertising: Benetton’s creative director, Oliviero Toscani, says the
controversial images are designed to raise public awareness of social
issues and position the company as a cutting edge, socially conscious
marketer.
28. Ad Campaigns (1) Contrasts in Black & Whites In 1989, print ads
below appeared as a part of the campaign “Contrasts in Black & White”
and were designed to promote racial equality. The true spirit of the ad
was to convey the idea that “equality goes beyond knee-jerk reactions
and conventional perceptions”.
29. The Image black woman nursing white baby was 9
30. awarded the 16th Grand Prix for best poster and Olivero Toscani won
the Lion d’Or at the Cannes Festival for the campaign. The “Handcuffs”
and “Breastfeeding” ads were set out to develop a sense of common
humanity that transcends skin colors.
31. (3) Angels and Devil This ad campaign in September 1991, was an
attempt on the part of the company to feature images from the real
world, which have social and universal relevance, in order to
breakthrough the barrier of indifference which often surrounds these
issues. The ad campaign had dual objectives: • At one time it marks the
concept of racial equality • And at the same time it also shows to the
world the harsh reality of racism, by making the hair of the black girl like
horns and depicting it as a “devil”.
32. (5) AIDS This

ad campaign was launched by Benetton in February 1992. The ad

showed the terrifying sight of a body devastated by HIV virus. It’s an
image of a man dying of AIDS, surrounded by his family members. The
ad shows, a way to denounce the dangers of AIDS and a means of
continuing the battle against this terrible disease after the death. This ad
won the “European Art Director Club” award for the best campaign and
the “Houston International Center of Photography’s Infinity Award”.
33.
34. (7) Hearts The ad campaign was launched by Benetton on 21 st March,
1996 to commemorate “World’s Anti-Racism Day”. This campaign
continued the Benetton’s work on racism by showing White, Yellow and
Black hearts in its ad. The ad portrayed that everybody is the same
inside, no matter what the outside skin color is.
35. (8) Wooden Spoon This campaign was launched by Benetton in
collaboration with FAO in October 1996. A wooden spoon on a white
background, symbolizes mankind’s relationship with food, or with
hunger. The simplest of tools to evoke the oldest of human gestures;
putting food to one’s mouth. This ad campaign was Benetton Group’s
 contribution to the advertising of the forthcoming World Food Summit
that was being held in Rome from 13 to 17 November 1996
36.
37. The mere seeing of the images in the Benetton’s advertisements can
strike a chord in the viewer’s mind regarding social issues. Benetton ads
carry a power to raise people’s collective consciousness which might
also influence and insist them to take a positive constructive action.
38. Benetton ads do not have any image of the company’s product and
ads may or may not carry a body copy. The ads only have an image that
grabs audience attention in just a glance and a logo. Company carries
out a single campaigns that runs all over the world. These ads do not tell
anyone to buy company’s products and not even imply it. The attempt is
only to promote discussion about issues which people might ignore if
presented to them through some other channel. Hence, it is an
advertising that speaks across all cultural boundaries and raises social
awareness by presenting powerful human and universal themes. These
ads are unable to ignore at a single glance.
39. These ads try to bring opposites and differences under a single flag
of “United Colors of Benetton”. By taking common social causes that are
universally acclaimed and discussed, Benetton appeals to each and
every strata of the world irrespective of any creed, color, caste and
nationality
40. When the emotional sides of the masses are targeted the message
is conveyed faster as there are no logics applied here. Emotions are
fast, catchy, and memorable. Emotional appeals lead to better attention
getting, better processing of information, and better retention in memory.
41.
42. The concept of Benetton ads i.e. using of shocking images in its
advertisements is very similar to a Mass Communication theory of
“Hypodermic Needle Theory: or “Instinctive Stimulus Response Theory”.
This is a first theory of Mass Communication. As the theory postulates
that mass media messages have a direct, immediate and powerful effect
in mass audience, so does the ads of Benetton, whose shocking images
make direct and powerful impact on people’s mind for a very long period
of time. Benetton institutional ads can also be seen as a giant
hypodermic needle which is pecking and plunging at a passive
audience.
43.
44. Benetton in India The Benetton group is present in the country
through a joint venture with DCM Ltd. Today, DCM Benetton operates
about 80 stores in the country under the United Colors of Benetton
brand. As a brand, Benetton has made good progress in the Indian
market and urban consumers are now generally aware of its unique
emphasis upon knits and colors. The Indian venture is generally
expected to make good progress now since Benetton is also planning to
cater to other Asian markets from this unit. To meet consumer needs,
the company is planning to bring in the megastore concept into Delhi
and Mumbai.
45.
46. In India, Benetton's advertising is concentrated on a renewed focus of
communication. Benetton's image in India was considered a
"discounted" brand, since they usually limited their advertising to only
two end-of-season sales. However, recent television commercials were
received positively by both franchisees and consumers. This kind of
positive feedback could result in a new opportunity for Benetton by
focusing more on media channels such as television and radio, rather
than billboards or magazines.
47.
48. Benetton has decided to introduce one more brand, Sisley, which
would target at more trendy and fashionable customers in India. It has
formed a strategic partnership with India’s Trent, to manage and extend
the reach of Benetton’s premium fashion brand “Sisley” in India. Trent,
one of the two retailing arms of Tata group, is one of the fastest growing,
pure retail play company in the country. It is known for its premium
lifestyle, flagship, retail brand “Westside.” The partnership agreement
will pave the way for opening and managing a number of Sisley stores in
India’s major cities, says a media release issued by Benetton. The new
partnership will enable the Benetton Group to boost its presence in
India, a key market for the entire continent, where it has been operating
for over 15 years and already counts around 140 United Colors of
Benetton shops. Sisley’s presence in India began only a few months
back with the opening of three pilot stores in New Delhi. These stores
have already achieved a significant success. In the next few months,
 Sisley plans to open stores in top shopping streets of two of India’s most
dynamic cities: Hyderabad and Bangalore
49. . In India, however, the company focuses only on the product
campaign. In accordance with its philosophy of not indulging in
stereotyped methods of communication such as television commercials,
United Colors of Benetton is planning to launch a bi-monthly magazine
in India called Colors. Ad Campaigns in India (

50. Levi’s Ad Campaigns with Sushmita Sen, Deepika

Padukone, Kangna Ranaut, Priyanka Chopra & Bipasha
Basu..
51. Withso many of our viewers answering Levi’s as their favorite brand of jeans
we thought we’d bring you our best from the Levi’s Ad Campaigns over the
years …check out these ad campaigns….the first one that we have for you is
Sushmita Sen for DIVA Jeans by Levi’s…oh we still remember that campaign
and more than that we remember the Diva Jeans…the one’s with a capital and
Italicized D on one pocket.. we loved those jeans so much..wore out evry pair
that we bought…
52.
 53.
54. Over the years a lot of our actresses have endorsed the brand from time to time. Check out
Deepika Padukone, Bipasha Basu and Priyanka Chopra posing for Levi’s…
55.
56.

57.
58. We at YST started with our best ( that is Sushmita Sen’s Levi’s Commercials ) and we’ll end
with our best — that is Kangna Ranaut
59.

Levi's, Benetton enjoy success in India

BANGALORE: Levi Strauss and United Colors of Benetton are set to be among the first multinational apparel
brands to post $100 million (€67.2m; £55.6m) in annual sales in India, a result of more than ten years of activity in
the country in each case.

Levi's entered the country in 1994, and has launched a number of successful marketing campaigns since then, such
as "Low rise. Dangerously Low", "Live unbuttoned" and "Diva rules".

Alongside these initiatives, it has taken a nuanced approach to pricing, and sought to expand its distribution network,
so that it is able to make an impact in smaller tier two and tier three cities, as well as the main urban centres.

Similarly, the jeanswear specialist has introduced its low-cost Signature range, in an effort to attract consumers with
limited disposable income, a move which has helped it gain a 40% share of branded denim sales.

" Benetton established a presence in India in 1991, having forged an alliance with a local partner, the DCM
Group, but while its revenues had only reached $9m in 2004, they are expected to climb to more than ten times that
figure by the end of 2009.

Among its key brands in the rapidly-developing economy are Playlife, the sportswear and leisure label, as well as
Sisley, its premium offering.

"The Group has demonstrated this through sharp product pricing and marketing communication that is in tune with
consumer perceptions and willingness to pay."

Data sourced from Economic Times; additional content by Warc staff , 18 November 2009
60. Benetton’s New Connaught Place Store In Delhi
Looks To The Future And Interacts With The Past
The new Benetton interiors concept comes to India
for the first time
61.
•

Benetton Opens Store in India

(March 2011) posted on Fri Mar 25, 2011

New Delhi store to strengthen Benetton’s presence in the Indian market

Benetton (Villa Minelli, Italy) unveiled a new concept at Hamilton House,

Connaught Place, an iconic Indian shopping destination.

The design concept marks the first-of-its-kind Benetton store in Asia and blends
the brand’s innovation-driven identity with the vibrant historical elements of the
Indian capital.

“Stores are an important communication platform for Benetton as it is here that we

showcase the depth of our brand offering to the customers,” says Sanjeev
Mohanty, ceo, Benetton India Private Limited, on the opening.

Store design elements include big metal and wooden boxes, wardrobes on castors
and tables in natural shapes. Rails, shelves and hanging systems resemble large,
light, sophisticated 50’s-style bookcases.

62.
63. New Delhi: The new Benetton megastore opens
today to reveal a new look combining innovation with history, thanks to the introduction of the new
Benetton interiors concept, currently present in major European cities including Milan, Paris, London,
Frankfurt and Istanbul. The store is located at Hamilton House, Connaught Place – an iconic Indian
shopping destination that displays all the complexities, contradictions, beauty and dynamism of a city
where the past rubs shoulders with the present. The design concept of the first-of-its-kind Benetton
store in Asia successfully blends the Group’s innovation-driven identity, with the vibrant historical
elements of the Indian capital.

64. The new Benetton furnishings take the shape of

big metal or wooden boxes, wardrobes on castors, tables in natural shapes. Rails, shelves and
hanging systems resemble large, light, sophisticated 50′s-style bookcases: a group of elements
designed to present a neatly arranged showcase of Benetton apparel and accessories, the true
features of the interior.
65. References to colour, an essential element in the Benetton identity, are never far away: on the back
wall of the store, the name of the city is emphasized in the words United Colors of Delhi written in
black sheet metal and highlighted in neon.