4Ps For United Colors Of Benetton Free Essays - …
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The company's core business remains their clothing lines which have the Italian characteristics of style, quality and passion. Casual clothing is marketed as the 'United Colors of Benetton' while there is also the underwear brand 'Undercolours', the glamour oriented 'Sisley', the leisurewear brand 'Playlife' and street-wear 'Killer Loop'.
Benetton’s Shocking UNHATE Campaign | Brandingmag
Along with the implementation of new technologies, new brands were added to the Group’s portfolio: 'Jeans West' in 1972 and 'Sisley' in 1974. In 1980 Benetton opened its first New York store on Madison Avenue, followed by one in Tokyo in 1982. The Benetton business was initially confined to making sweaters in classic colors, but later Luciano decided to get the attention of the younger buyers by creating sweaters in bright colors and their slogan became 'United Colors of Benetton'.
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An aircraft hangar-sized room houses huge billboards from the group’s Unhate campaign as well as racing cars from the Benetton family’s 20-year involvement in Formula One. Where sewing machines used to be, a collection of mannequins are clothed in past Benetton collections.
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“You can read all the business books available but it is not the same as talking to Giuliana and having that insight”, he says of Luciano’s sister, the Benetton woman who inspired the company’s jumpers with her colourful knitting.
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The Benetton magazine Colors was founded in 1991 under the supervision of Tibor Kalman and is now written in four different languages, distributed in over 40 countries and available online. It deals with different international issues from AIDS to the environmental cause as well as racism, religion and other key issues. Just like the ad campaign, it is full of controversial images its target audience being young people.