ABOUT Benetton Group is a global fashionbrand, based inItaly.
The name comes from theBenetton family who founded the company in
1965. Benetton has a network of about 6,000 stores in the main
international markets. The stores generate a total turnover of 1.6
billion euros (2013).
BRANDSThe company's core business remains their clothing lines:
United Colors of BenettonUndercolors of BenettonSisleyPlaylife and
Zerdodici
PRODUCTSWomens wearMens wearChildrens wear and Underwear and
they have expanded into perfumes, stationery, eyewear and travel
bags.
MARKETINGThe company is known for sponsorship of a number of
sports, and for the provocative and original "United Colors"
publicity campaign.The latter originated whenphotographerOliviero
Toscaniwas given carte blancheby the Benetton management.Under
Toscani's direction, ads were created that contained striking
images unrelated to any actual products being sold by the
company.
Graphics Billboard-sized ads Included depictions of a variety of
shocking subjectsA deathbed scene of an AIDSactivist David Kirby
dying from AIDS
A bloodied, unwashed new born baby with umbilical cord still
attached, which was highly controversial.This 1991 advert prompted
more than 800 complaints to the British Advertising Standards
Authority during 1991 and was featured in the reference
bookGuinness World Records 2000 as 'Most Controversial
Campaign'.
Created the UNHATE Foundation
Three different hearts with "black", "white" and "yellow"
written onto them.
Most of the advertisements, although not all, had a plain white
background, and in most the company's logo served as the only text
accompanying the image.
