Case study report about Benetton

1. Introduction

1.1. About the company

Benetton is an italien retailer for traditional men-,women- and kidsfashion and is present in 120 countries around the world.
The brands of Benetton are the casual United Colors of Benetton, the glamour orientated Sisley, the leasurewear brand Playlife and KillerLoop.
The amount of garments they produce in one year is about 150 million and they offer their products in 6,000 contemporary stores around the world.
Furthermore, the company has a total turnover of over 2 billion euro.
Established in 1965, Benetton is now controlled by Edizione Srl which is a holding company wholly owned by the Benetton Family.

2. Advertisement strategy:

2.1. Definition Advertisement strategy:

An advertising strategy is a campaign which is develepoed by a company to communicate ideas or general information about products and services to potential customers with the aim of convincing them to buy the company’s products or services.
Moreover a business advertising strategy determines the character of the company’s public face.
Most of the advertising strategies focus on achieving three goals:

• Promote awareness of a business and its products or services • Increase sales and attract competitor’s customer and • Establish or modify a business image

2.2. Benneton’s advertisement strategy

Until the 1980s, Benetton advertisements had largely focused on its products and logo and were therefore like the normal advertisement strategies.
In 1982, Luciano Benetton who concentrates on marketing, hired Oliviero Toscani, a prominent fashion and advertisements photographer to head Benetton’s advertising department which lead to a big change in Benetton’s advertisment strategy. Benetton termed its advertising and marketing activities as a Communication srategy, because it believes that it is important for companies to take a stance in the real world rather than use its advertising budget