United Colors of Benetton

Paper Summary:

This paper discusses the advertising campaigns of United Colors of Benetton. In particular, it evaluates the controversy that the company created in order to attract public attention, and recommendations for Benetton to improve their image. It includes examples of the company's advertisements.

From the Paper:

"Luciano Benetton embarked on a new venture of selling colorful sweaters to the public shortly after the death of his father at the end of WWII, primarily to support his family. He developed an alternative line of vibrant clothing which contrasted the uninspiring pool of colors presented in the apparel of the day, and became a regional success that ultimately spread throughout Europe. The Benetton family eventually expanded the organization to 120 countries, and today distributes 115 million items per year. Much of the success is due to its advertising campaigns, which turned more and more controversial through the 80's and 90's, sending a shock wave through the fashion industry. As the company evolved into a voice for militants and activists, Benetton went beyond the threshold of reason (for a clothing company) in a campaign which inspired some and shocked others by using political and social subject matter to heighten visibility and sell products. Benetton endeavors to stand out among the deluged clothing market by calling attention to itself through these ads, and has been accused of using explicitly distinct and unethical ad crusades as strategies for a competitive advantage (Barela, 2003)."

Sample of Sources Used:

• Andreiadis, E. (2003). United Colors of Benetton: Analysis. Retrieved November 25, 2006, from http://files.andreiadis.go.ro/Projects/Marketing_UCB.pdf
• Crimelynx.com (2000, February 10). Missouri Sues Benetton for Ads. Associated Press. Retrieved November 24, 2006, from http://www.crimelynx.com/misssues.html
• Barela, M. (2003). United Colors of Benetton--From Sweaters to Success: An Examination of the Triumphs and Controversies of a Multinational Clothing Company. Journal of International Marketing. (11, 4, 113-118). Retrieved November 27, 2006, from Business Source Premier Database.
• Gwin, P. (2000, November). United Colors of the Condemned. Europe. (401, 12, 1). Retrieved November 24, 2006, from Business Source Premier database.

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