Today, the Benetton Group is one of the best-known fashion wardrobes in the world, present in the most important markets around the world with an extensive network more than 5,000 stores; a responsible group that plans future development and lives best in the present, with eye-catching products for the environment, human dignity and a society that promotes transformation. The Benetton group includes four fundamental elements: color, authenticity, fashion and quality at democratic prices and passion for its work. These values ​​are strongly reflected in the strong and dynamic personality of the United Colors of Benetton brands. For buyers, choosing Benetton is a form of expression and self-satisfaction. The customer will be proud to own this incredible product and will be reassured knowing they made a smart, informed decision. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essay Since its inception in 1965, the Benetton brand has challenged certain social norms and championed issues that affect humanity; communicate this position through images that shock, make you think and raise awareness of the causes in which the brand believes. They include famous print advertisements and posters by photographer Oliviero Toscani - one depicting three human hearts and another depicting a newborn baby still attached to the umbilical cord. , for example, campaigns have included images of the pope kissing an imam; same-sex parents; people affected by war; and representations of diversity, whether it concerns race, religion or gender. Throughout the '80s and '90s, the brand's penchant for stirring controversy fueled the sales fire, leading the Benetton retail chain to reach 7,000 stores worldwide by 1993. But then its fortunes changed and while brand awareness was still high, sales were not. Benetton's business model of not following fashion trends and only changing them seasonally means it has started to fall behind trendier fast fashion rivals such as Zara. Sales have been slow, growing only 2% between 2000 and 2011. So Benetton's new campaign features an advert promoting a diverse group of women sharing the experiences of their life-changing events, while wearing the brand's knitwear. It's certainly calmer and more product-focused than their previous ads, but it ties into the women's empowerment program launched last month. Benetton has therefore retained two factors that will play a more important role in the new phase of communication and social engagement: young consumers and campaign measurement. According to Benetton, young people are their main target because young women can bring about change the more they are aware of it. and raised awareness on these issues. The company recognizes that young people and young families play a crucial role for the brand, as they are more aware and more willing to deal only with companies that act responsibly. Thus, the Benetton group chose young people under 30 as the preferred audience for its campaign. Eventually, they launched the campaign with phrases like “end violence against women now!” » they allowed many young women under 30 to participate by wearing a red colored Benetton t-shirt which shows that even women are strong in all aspects compared to men. And their campaign was wholeheartedly welcomed by many people in the.