Corporate communication

• • • • •

Presentation of Benetton Logo and company slogan Predominant means to communicate Own way to communicate Internal communication

• Global fashion brand
• Based in Treviso, Italy

• Founded in 1965 by the Benetton family

6 200 stores in 120 countries
2 billion euros per year 3 brands :
• Casual : United colors of Benetton • Fashion : Sisley • Sports : Playlife

• No official logo for Benetton
• A logo for each brand of the group

• Most recognized logo : United colors of Benetton

• No official slogan
• The logo can be considered as a slogan
• Multiculturalism
• Environment • The two main causes they are fighting for

First Advertisement on the street

In 1988, first TV campaign

First Advertisement on the street

Many campaign use this shock concept

Don’t represent the product Many different interpretations Ethic identity Corporate social responsibility Communication with :
• Outlets • Products • Employees

Limits

Shareholders
Edizione, an investment holding company. They control 67 % of Benetton

Independent Auditors
From 2007 to 2013, Price water house Coopers in charge of the independent auditing of Benetton

Board of statury Auditors
Checking the compliance with the law, the principles of correct administration…

Internal Audit Committee
Established in 2001by the board of directors. They have to assist them, oversee the monitoring of the internal control system.

Executive Committee
Define strategic, industrial and financial plans for the group. Examine and approve significant investment and disinvestment plans.

Remuneration Committee
Established in 2001, formulate proposals to the board for the remuneration of the managing directors and others.

Disclosure Committee
Consultative role, discussing of specific topics.

Current brand which uses current issues
• Violence, • Discrimination •…

Very strategic way to use advertisement Very ethical