This paper looks at the clothing companies, Diesel and Benetton, and discusses the selling of an image.
Written in 2007; 1,655 words; 6 sources; MLA; $ 53.95
Paper Summary:
In this article, the writer notes that on a purely functional level, clothing is a basic necessity, just like food and shelter. The writer points out that very much like these commodities, clothing, can command a diverse range of prices, based upon the clothing's brand, reputation, quality and above all style. The writer discusses that Diesel and Benetton are two clothing companies that have used edgy, trend-setting advertising and brand images to draw the eyes and dollars of consumers that spend a great deal of money on fashion and follow trends. The writer questions, when examining the success of these two clothing manufacturers, how one convinces a consumer to spend in excess of a hundred dollars on a garment that might cost twenty or thirty dollars at the local mall or Wal-Mart. The writer concludes that the answer is image and that the consumer must wish to feel as if she is making a statement to the world, like she is Diesel cool, or part of the United Colors of Benetton.
Outline:
Introduction
Diesel: Company History and Brand Overview
Benetton: Company History and Brand Overview
Analysis of Advertising: Similarities or Differences?
Conclusion
From the Paper:
"The company was born during the heady, idealistic days of 1965. Just the bright colors of Pucci and the hip youthful styles of the latest miniskirts were making a revolution in the way people viewed fashion; Benetton opened its first store in 1969. The bright colors that characterized the line during the 1970s proved popular, and paved the way for the company's expansion in the 1980s. The first company image was more preppy and clean-cut, although always healthy, youthful, and future-focused. However, Benetton really honed its unique image in the mid-80s, with edgy, colorful ads using models from a diversity of backgrounds, countries and cultures, some of which did not even feature the clothing itself, merely the brand. Benetton featured couples of different races, persons from tribes in areas of the world that had never seen a store, much less a pair of Benetton jeans, and the ads often seemed just as intent upon raising awareness as it did upon informing the consumer what the Benetton style was all about."
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