The Benetton Group is a local Italian company whose main business is definitely clothing. Founded on 1945, Benetton has come to 120 countries with more than your five, 000 stores located around the globe. With predicted sales about 1 . 7 billion euros at the end of year 2004, Benetton is still one of the major retail clothing companies on the globe. But as set by its own company's Website, sales of Benetton products possess fallen from 2, 098 billion euros in 2001 to 1, 686 billion euros in 2005.
In this conventional paper we will certainly analyze, the role that some exterior influences have taken on the drop on sales for the Benetton Group. We may also try to find the link between Benetton's controversial promotional initiatives around the world and consumers awareness towards the brand's products.
Benetton's advertising campaigns
In 1989, Benetton became the first organization to eliminate photographs of its products from its advertising. In their place, Benetton uses images of AIDS subjects, racism, war, and loss of life row inmates. This marketing strategy and philosophy is the response to the merged efforts of company president Luciano Benetton and photographer Oliviero Toscani.
Although trying to influence the public that this advertising technique is reliable and that not necessarily driven by economic uses, Luciano Benetton (United Hues of Benetton co-founder) says that he's " just interested in the world and peopleВ…I have always been sympathetic to householder's problems, to minority rights, birth control, disease, wars, racism, religious intolerance. I cannot give solutions to these kinds of problems, when I can get people to more mindful than that is certainly all My spouse and i offer" (www.benettongroup.com 2005)
Despite says made by Benetton's top management that income was by no means a purpose and elevating social notion is their single objective, Benetton ads have been widely criticized and banned throughout the world. While some marketplaces (like the united kingdom and the Italy) have been even more tolerant to Benetton's advertising styles, other countries include reacted in a different way. Why? The answer could oftimes be found by analyzing how external factors such as Traditions, Social couchette, Reference organizations and Family can impact on the purchasers perception of your brand or perhaps product.
Traditions, reference organizations and family and the Benetton ads
According to Blackwell, " Culture signifies the behavior, values and, in many cases, the way we act discovered by communicating or seeing other members of society. " Put simply, culture can be described as learned tendencies shared simply by members of the same country, community or culture. When advertising a product or perhaps brand it is essential to understand the cultural ideals of the designed audience as cultural elements have a significant impact on client behavior. 20 years ago, when Benetton started the AIDS marketing campaign, the world knew very little about this deadly disease. While in certain developed countries, people in which starting to be familiar with causes of the disease and how everyone was a possible sufferer, other third world countries visualized the concept of a gay men and drug-addicts problem.
Benetton's first AIDS related campaign demonstrated a photo of your man known as David Kirby who during the time was about to die of AIDS (See appendix I). While the same photography received praises from the community when it was initially published by Life journal, Benetton's ad was regarded as " obscene", " disgusting", and " a despicable exploitation of any tragic situation" according to Britain's advertising Standards Authority. Benetton's move was criticized as fermage of the sufferer as a way to gain brand acknowledgement and sell even more clothes.
In this case you observe how ethnic values can make a society behave differently to a same scenario depending on the messenger. While Benetton's ad was clearly looking to appeal to a mature, well informed and most likely economically steady audience, this reached the society as a whole and induced a chain response against the brand that included their particular target audience and...
References: Blackwell, Roger D. 2001, Buyer Behavior 9th edition
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