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The Benetton Group A Case Study Cultural Studies Essay


The Benetton Group has been successful in the clothing business for over a half-century. Highlighting bright, vibrant clothing, Benetton grew from a little, family-owned and run business to a major corporation.

The company was founded in 1955 by Guiliana and Luciano Benetton, who have been soon joined by their two brothers. The company designed in 1965 under the name "Maglificio di Ponzano Veneto dei Fratelli Benetton. "

Starting production with a single, second-hand knitting machine, the brothers invested roughly $2000 in the first sixties to acquire a second used hosiery knitting machine (that was converted to sweaters and jerseys) and build a little manufacturing facility.

Innovators in cost-effective processing, the Benetton brothers developed an activity of dying finished garments made of unbleached wool, as opposed to dying batched of yarn prior to knitting. Manufacturing time was greatly reduced, and Benetton could literally produce clothes on demand, and decrease the need to keep large inventories.

They initially sold their clothing to area of expertise and department stores within Italy, as the business enterprise became more successful and widely known, Benetton began functioning their own stores. The first Benetton store opened in the Italian Alps in 1968, and soon after, Paris became home to the second.

Using color as a model, Benetton sold mainly knitted goods for several years. "The United Colors of Benetton" became the primary brand and a hallmark of the business.

As the business enterprise expanded, so did the product series. Benetton branched out into various kinds of clothes, including sportswear, undergarments, leisurewear and shoes. Branding became as varied as the product lines.

Evolution in Advertising

Throughout the sixties and seventies, Benetton advertising focused primarily on its products and company logo. Luciano Benetton chosen prominent fashion and promotional photographer Oliviero Toscani in 1982 to lead Benetton's advertising division. Toscani's first marketing campaign featured teenagers from various cultural backgrounds in colorful Benetton styles. The image of racial tranquility emulated by the images gave birth to the trademark "United Colors of Benetton. " A similar campaign titled "All the Colors on the globe" followed, and although it was hailed by some for its promotion of racial integration, there have been also negative reactions. Benetton prolonged with this theme through the eighties with several advertisings featuring dark and white children in a variety of environments.

Moving into the nineties, Benetton ceased using outdoor advertising agencies and only developing its advertisements in-house. With a small group of significantly less than ten individuals, Benetton was able to produce quality advertising at a small fraction of the price tag on outside agencies.

As Benetton's lines were marketed in many locations with different style likes and politics views, Toscani developed new advertising that would not feature the products themselves, but instead images that would bring awareness to interpersonal and politics issues, and the initial knot brand was replaced by a small green rectangle with the hallmark "United Colors of Benetton. "

In the late eighties, many advertisements featuring a black & white theme were attained with controversy as well as compliment. A black female nursing a white baby, a black hands and a white palm linked by handcuffs were seen as racially motivated. Benetton always preserved these images were symbolic of general brotherhood.

Early in the nineties, Toscani started developing advertisings specifically made to draw focus on social issues. Several ads drew concern. Photos of a priest kissing a nun, a clear electric chair, a battle cemetery, and a man dying of AIDS. A few of these advertising were considered so controversial that these were withdrawn or restricted in some market segments.

Toscani remaining Benetton in 2000 following an ad campaign entitled "We, On Loss of life Row, " boasting photos of death-row inmates with their names and appointed dates of executions. Benetton stated the advertisings were an attempt to display the futility of capital abuse. However, the campaign was met with major controversy, not only from government authorities but from the families of both the inmates and patients. Benetton was sued by the Express of Missouri (where in fact the photos were used), and decided to pay restitution to young families and donate to the Crime Patients Compensation Fund. Sears called the advertising insensitive, and canceled its deal to market Benetton clothing even though Benetton wanted to give Sears preview of all future advertising.

Following Toscani's resignation, Benetton started to change its way of advertising. Although continuing to approach communal issues, advertisings soon were offering the clothing. In cooperation with The U. N. , Benetton launched "THE ENTIRE YEAR of Volunteers" in past due 2001. These advertising suggested that presenting time and effort to aiding others would subsequently lead to personal improvement.

Future advertisements would again screen types of various age ranges and ethnic history coupled with colorful clothing.

In early 2010, Benetton launched "It's My Time, " a new campaign to feature individuals from all around the globe. An internationally online casting call was sent out from Benetton's website start Feb 8, and carrying on until March 16. This first of its kind marketing campaign will focus on personal styles, whether trendy or not as well as the desire to be unique. A seamless blend of advertising, tools, platforms and technology; posting, web options, video recording and social networks will start a electronic plaza where Benetton can build relationships the many languages, style, personalities and creativeness of young people all over the world to create a special sociological sample of what inspires them as well as their future interests.

Colors Magazine

Colors Mag, launched in 1991, expenses itself as "A Publication About ALL OF THOSE OTHER World. " A multilingual quarterly mag, Colors is for sale in 40 countries, and printed in 4 dialects. A couple of three editions shared: France/English, Italian/English, and Spanish/British. Each concern has a theme and covers the topic from a global perspective. The newspaper is known because of its photoessays and viewpoint consistant with the Benetton idea.

Many past designs have been as questionable as Benetton's advertising. An issue released in planting season 1993, covered this issue of race, and created a global uproar by working full-page images of the facial skin of Queen Elizabeth doctored to appear to be a black woman, filmmaker Spike Lee as a white man, and Pope John Paul II as Asian. Another released in early on 1994, covered AIDS in a bluntly simple manner, something no other form of press had been prepared to do until that point. It also triggered an enormous uproar because it highlighted a full-page photograph of the facial skin of past US president Ronald Reagan doctored to appear to be an emaciated Products patient with Kaposi's sarcoma lesions.

Colors magazine has produced two catalogs of picture taking documenting series of interesting things and facts from about the world. In '09 2009 Colors Mag became the first design / picture taking focused magazine to utilize Augmented Certainty technology to "augment" published portraits through video content.


Today Benetton market segments under many brands

United Colors of Benetton.

A global brand, and one of the very most well known on earth, United Colors of Benetton comes with an international style that combines color, quality and fashion. Each season the womenswear, menswear, childrenswear and underwear collections offer a total look for day-to-day, for work and then for leisure, in metropolis and outside the house. The Benetton Baby label is a fresh product line dedicated to the prenatal and the under-fives world.

The brand is present in many other industries, from the graceful accessories to the eyewear lines and perfumes, from the home collection to baby products. The above products can be purchased in selected specialized retailers worldwide.

Undercolors of Benetton can be an expansion of the Benetton brand, displaying underwear, beachwear and sleepwear selections, as well as accessories for females, men and children. A wide selection of continuing basic colors is enriched every season with the latest tendencies. Undercolors is available in its own string of stores which now has more than 500 locations in thirty countries and in picked Benetton Outlets.


This is the Group's most fashion forwards brand. Sisley presents tasteful and seductive choices, with special attention given to the decision of design, materials and new styles. Its creative painters and unbiased sales teams focus their efforts on its image and on strong-impact promotional initiatives. The brand has generated the very elegant Sisley Young line for children from 8 to 12 years old.

Playlife is the Benetton leisurewear brand that redefines a style. Using its clean and elegant collections Playlife blends a special exploration of styles and allusions and a strong sense of individuality. The brand's new store strategy reflects the same worth, highlighting their emotional content.

Social Programs

Sport Sponsorship

The Benetton Group has sponsored the Rugby, Basketball and Volleyball clubs in Treviso for quite some time, highlighting Benetton's link with its roots and its own hometown in a framework that's not only competitive but also sociable. Sport and business have the same viewpoint: passion, concern, competition and results. Over time Benetton Rugby has accumulated 13 group championships, Sisley Volley 9 and Benetton Container 5.


Fabrica, Benetton's communication research centre, was setup in 1994, and based in Treviso, Italy.

Fabrica is not really a school, advertising firm or university. It really is an applied creativity laboratory, a talent incubator, a studio of sorts where young, modern performers come from worldwide to develop ground breaking tasks and explore new guidelines in myriad strategies of communication, from design, music and film to photography, publishing and the Internet. These artist-experimenters are accompanied along their research journey by leading information in skill and communication, blurring the limitations of culture and vocabulary and transgressing the original borders between a diverse selection of communication mediums.

Communication research at Fabrica services a multitude of social causes and disciplines such as economics, cultural or environmental sciences. Fabrica's purpose is to understand the future giving innovative contact with cultural or medical projects which start a screen onto tomorrow's world.

Fabrica has co-produced lots of films and videos that competed at the key international film celebrations, in order to aid and encourage unbiased voices from the "rest of the world" (specifically Africa, the Arab world, Asia, Latin America).

The Benetton Foundation

The Benetton Foundation, established in 1987, encourages initiatives on both international and local levels, with the purpose of safeguarding and boosting awareness of natural heritage. Through the year, the Foundation organizes seminars, short courses, study trips and experimental workshops.


http://www. benetton. com

http://www. benettongroup. com

http://www. answers. com

http://www. wikipedia. org

Benetton Group: Progression of Communication Strategy, Senthil Ganesan

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