La storia pubblicitaria di United Colors of Benetton
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L'Analisi del Brand e delle strategie di comunicazione e pubblicitarie di Benetton. A cura di Francesco Biscuso, Chiara Garbagnati, Gianluca Longo, Felice Ragona e Giulia Trapasso Il seguente materiale è prodotto all'interno della didattica del Master in Comunicazione, Marketing Digitale, Pubblicità Interattiva https://comunicazionedigitaleinterattiva.wordpress.com/
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The document summarizes the advertising philosophy and campaigns of the clothing brand United Colors of Benetton. The founders believed advertising should communicate company values rather than solely sell products. Benetton's ads drew attention to social issues like racial integration and AIDS. They used shocking images to spark discussion. The brand positioned itself as socially conscious through alliances with non-profits. Campaigns highlighted problems like hunger and supported projects in Africa. Benetton conveyed its message of diversity through controversial ads that promoted discussion.
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The presentation summarizes United Colors of Benetton's plan to reposition its brand through a new advertising campaign. It provides background on the brand's history of controversial campaigns and current lack of distinctiveness. The new campaign aims to reaffirm the brand's values of diversity and social issues while stimulating global conversation through creative executions across print, digital and event-based media. It seeks to reconnect the brand with its target audience of fashionable and socially conscious young adults.
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United Colors of Benetton is a large European clothing manufacturer known for its colorful apparel. It was established in 1965 in Italy and has since expanded to over 120 countries. The brand sells clothing, accessories, footwear and fragrances. It uses a portfolio approach with its main brand being United Colors of Benetton and sub-brands including Sisley, Playlife, and Undercolors. The brand is known for its provocative advertising campaigns and social causes around anti-discrimination and micro-credit.
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The document summarizes the advertising philosophy and campaigns of the clothing brand United Colors of Benetton. The founders believed advertising should communicate company values rather than solely sell products. Benetton's ads drew attention to social issues like racial integration and AIDS. They used shocking images to spark discussion. The brand positioned itself as socially conscious through alliances with non-profits. Campaigns highlighted problems like hunger and supported projects in Africa. Benetton conveyed its message of diversity through controversial ads that promoted discussion.
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The presentation summarizes United Colors of Benetton's plan to reposition its brand through a new advertising campaign. It provides background on the brand's history of controversial campaigns and current lack of distinctiveness. The new campaign aims to reaffirm the brand's values of diversity and social issues while stimulating global conversation through creative executions across print, digital and event-based media. It seeks to reconnect the brand with its target audience of fashionable and socially conscious young adults.
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Benetton, an Italian clothing retailer known for its colorful and provocative advertisements, experienced controversy over its "shock value" campaigns focusing on social issues like AIDS and war. Its long-time creative director Oliviero Toscani resigned in 2000 after a campaign called "We, On Death Row" offended customers. Under its new director, Benetton seemed to revert to more traditional advertising.
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The document analyzes key challenges facing United Colors of Benetton (UCB) including the collapse of boundaries from globalization, rising customer expectations, and the speed of change. It discusses UCB's major competitors like Zara, Gap, and H&M. While UCB has a wide global presence in 120 countries, competitors have adopted UCB's 1980s style and can translate trends to stores faster. UCB also relies heavily on franchises rather than owning stores directly. The economic outlook remains tough, particularly in Europe which is important for UCB's business.
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La storia pubblicitaria di United Colors of Benetton
- 1. La storia pubblicitaria di United Colors of Benetton Progetto a cura di Francesco Biscuso, Chiara Garbagnati, Gianluca Longo, Felice Ragona e Giulia Trapasso
- 2. 2 Presenza economica mondiale di Benetton aggiornata al 2017
- 3. 3 1965 Fondazione Benetton 1966 1967 - 1968 1982 Inizio collaborazione con Oliviero Toscani 1984
- 21. 21 2005 - 2018
- 24. Fonti 24 Presenza economica mondiale di United Colors of Benetton • https://readymag.com/benetton/integrated-report/8/ • https://www.facebook.com/BenettonItalia/ Storiografia pubblicitaria di United Colors of Benetton • https://socialmediares.wordpress.com/2011/04/27/quando-united- colors-of-benetton-incontra-lo-tsunami-pubblicitario-oliviero- toscani/; • https://www.vorrei.org/persone/157-united-colors-of-benetton-la- vera-storia.html • http://www.academia.edu/12211683/Tutti_i_colori_del_mondo_- _Le_campagne_Benetton • http://www.trevisotoday.it/blog/oliviero-toscani-united-colors-of- benetton-treviso-30-ottobre-2018.html