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VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
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BENETTON VISUAL STRATEGY This book develops Benetton Visual Strategy, explores Benetton's brand soul and develops Benetton's new mission.
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BENETTON
VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
TABLE OF CONTENTS
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Brand Overview 13 About Us 14 Our History 16 The Brand Timeline
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The New Benetton
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Brand Audience
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Competitors
22 Our New Mission 25 Keywords 27 Past & Future
32 Target Audience 34 Persona
44 Current Competitors 46 Adjacent Competitors 48 Aspirational Competitors
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VISUAL STRATEGY GUIDE
BRAND OVERVIEW
BRAND OVERVIEW BRAND OVERVIEWABOUT US OUR HISTORY THE BRAND TIMELINE
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BENETTON
VISUAL STRATEGY GUIDE
BRAND OVERVIEW
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Introduction Benetton is one of the best-known fashion companies in the world, present in the most important markets in the world with a network of about 5,000 stores; a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation. The history of Benetton is built on innovationseen in its bright colors, the revolution of the retail outlet, unique sales networks, and universal communications that have always been social talking points and aroused cultural debate and now the firm has taken up the challenge of globalisation, with constant investments and a competent, flexible organisation that takes change in its stride. The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in the strong, dynamic personality of the brands United Colors of Benetton and Sisley. Benetton Group’s communication has evolved along a definite and coherent path: from stance on social issues, to active collaboration with organisations committed to solidarity. Importance has always been given to the commitment of individuals around the world as the primary mechanism for motivating society as a whol
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BENETTON
VISUAL STRATEGY GUIDE
Our History Benetton Group S.r.l. is a global fashion brand based in Ponzano Veneto, Italy in 1965. Benetton Group has a network of about 5,000 stores in the main international markets. Benetton is known for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as a creative director. In 1984, Toscani photographed the first multiracial ad for the brand which shocked the whole fashion world. In 1989, Toscani refocused Benetton's advertising strategy. The campaign's graphic, billboardsized ads depicted a variety of shocking subjects, including the deathbed scene of a man dying from AIDS. Another ad featured a bloodied, unwashed newborn baby with the umbilical cord still attached. The company is trying to recreate its past glory with iconic products. In addition to launching four capsule apparel series including classic designs, the company also launched the Women Empowerment Programme aimed at improving women's lives. In Benetton's Chief Product Officer John Mollanger's words, "Be ourselves, focus on the knitwear we are good at, as well as innovation and social commitment.
BRAND OVERVIEW
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“BE OURSELVES, FOCUS ON THE KNITWEAR WE ARE GOOD AT, AS WELL AS INNOVATION AND SOCIAL COMMITMENT.”
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BENETTON
VISUAL STRATEGY GUIDE
The Brand Timeline
1960
1965
1984
1989
Benetton Group S.r.l. is a global fashion brand based in Ponzano Veneto, Italy founded in 1965
Toscani photographed the first multiracial ad for the brand.
Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton" campaign.
BRAND OVERVIEW
1990
1991
The newborn ad prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its 1991 annual report that the Benetton baby ad "attracted more complaints than we have ever previously known."
2001
Benetton created the UNHATE Foundation, launching a worldwide communication campaign described as an invitation to leaders and citizens of the world to combat the "culture of hatred."
2010
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VISUAL STRATEGY GUIDE
2013
2015
2018
An iconic fashion campaign for United Colors of Benetton to celebrate the upcoming launch of the Spring/ Summer 2013 collection.
Benetton launches the Benetton Women Empowerment Program, a long-term initiative to support women’s rights worldwide.
United Colors of Benetton raise the curtains on its new flagship store on Oxford Street, that offer an ultimate brand experience that goes beyond the traditional idea of a shop.
Continue
BRAND OVERVIEW
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VISUAL STRATEGY GUIDE
THE NEW BENETTON
THE NEW BENETTON OUR NEW MISSION KEYWORDS PAST & FUTURE
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New Mission Our mission is to encourage worldwide cultural exchange and communication, break down barriers between nations and cultures, and create a global trend that promotes intercultural learning.
THE NEW BENETTON
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VISUAL STRATEGY GUIDE
BENETTON ARE ALWAYS LOOKING AHEAD TO THE FUTURE, WORKING AT THE CUTTING EDGE: WITH COLOR, WITH THE REVOLUTION OF THE GLOBAL VIEWPOINT, AND WITH A UNIVERSAL FORM OF COMMUNICATION.
THE NEW BENETTON
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Key Word Respect People need to respect each other in order to communicate sincerely and get emotional support and happiness. Only by respecting each other can we face up to and solve the social problems we are facing.
Equal Benetton expressed the idea of equality through color and design. Everyone has the right to really enjoy life equally and enjoy all the colors of life. The splendor of life belongs to everyone.
Multicultural Benetton has always been committed to its mission of social responsibility. Benetton encourages people to accept a pluralistic culture and break the boundaries of culture and race.
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VISUAL STRATEGY GUIDE
Past Benetton The Benetton of the past is known for its color schemes and avant-garde advertising. The outdated look is too primitive and aesthetically different from the brand's ideology. New look will give priority to portraying the soul of the brand.
BENET TON
THE NEW BENETTON
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VISUAL STRATEGY GUIDE
Future Benetton Benetton promotes and values ​​multiculturalism and equality. Our promise to our customers is that we'll be a socially responsible brand and will prioritize sustainable clothing as a means to fund various social causes. The new-look will give priority to portraying the soul of the brand.ideology. New look will give priority to portraying the soul of the brand.
BENETTON
THE NEW BENETTON
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VISUAL STRATEGY GUIDE
BRAND AUDIENCE
BRAND AUDIENCE TARGET AUDIENCE PERSONA
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VISUAL STRATEGY GUIDE
BRAND AUDIENCE
Target Audience With the new vision, it is important to establish types of individuals who will form our audience. We used a technique that employs fictitious users to guide decision making regarding features, interactions, and aesthetics. Our brand audience general characteristics are people who want to learn about diverse countries' cultural and knowledge.
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Andrew Watson The backpack traveler Age and gender / 32, Male Occupation / Traveler From / United Kingdom Live in / Leeds, UK Education / Undergraduate
• He likes to travel around the world because he wants to see different countries and experience different cultural life. • He enjoys travel alone because he feels that is more freedom for him. • Because of Eric wants to get more background information for a new city, he prefers to look at some other people's travel experience before he goes to a new place. •He has a YouTube channel to use vlog video to record his travel experience because he wants to share his expertise with different people. • He tikes to communicate with different people because he wants to share stories with other people. • He loves adventure because he can find some spontaneity that the journey brings. • He is a foodie because he loves to taste new food and experiencing new things.
BRAND AUDIENCE
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Eric Johnson The culture scholar Age and gender / 28, Male Occupation / Work in the city culture museum From / Mexico Live in / Mexico City Education / Graduate
• Andrew Likes different opportunities for learning different cultures because he is interested in learning different countries' historical, cultural stories. • Every time he comes to a new place, he finds the local museum to look at the cultural information because he is interested in learning the local culture. • He has an enthusiasm when talking with different people because he wants to share ideas with people. • He enjoys working in the museum because he thinks museums promote the enjoyment and sharing diverse, authentic cultural and natural heritage. He happy working with different cultural exhibitions. • He loves to travel because he wants to learn to experience something unfamiliar and learn new things. • He likes to travel with friends because he enjoys creating memories with his friends. • He likes to go to local farmer markets because he wants to taste different food.
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Carrie Carson The photographer Age and gender /26, Female Occupation / Photographe From / America Live in / Los Angeles, CA Education / Undergraduate
• She loves to use the camera to capture different moments on her trips because she has a curious heart about everything. • She likes to change because she wants to meet new people and engage in a unique experience. Carrie has an adventurous spirit. • She loves to collect different style cameras because she wants to take various style photos. • Carrie likes to use the camera to shoot something with celebrity characteristics, so that she will learn a new culture. • She likes to take photos of people's different emotions because she feels people's reactions that can make the photo more alive. • Carrie has a keen eye for details to observe the vision message in her daily life because of her occupation that needs to see Life details. • Because Carrie usually needs to take a billion photos, and she will only get one perfect image in the end, she often has a lot of patience for her works.
BRAND AUDIENCE
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Wang Ning The international student Age and gender / 21, Femalee Occupation / College student From / China Live in / San Francisco, CA Education / Undergraduate
• She likes friends very much, because it will make her feel full of life. • She likes to discuss the cultural knowledge of various countries with her new friends because she likes to study diverse cultures. • She loves to try different local food in different areas because she likes to eat food which she never had before. •She is proficient in 5 languages because she likes to understand the culture of other countries through language. • She likes to pay attention to things related to culture on INS, because she likes to learn cultural knowledge of different countries. • She wants to read books and watch movies in her free time because she feels reading can make her relax • She loves to buy clothes because she thinks buying clothes can give her a strong sense of security.
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VISUAL STRATEGY GUIDE
Jeffrey Edwards University Pprofessor Age and gender / 55, Male Occupation / University Professor From / Australia Live in / Melbourne, Australia Education / PhD
• Jeffery is an school teacher, so he likes to talk with his students because he can learn about different countries' stories from them. • Jeffery wants to go to travel to an Asian city because he Loves traditional Asian cultures. • He usually travels alone. He likes to live in a local bed and breakfast because he wants to learn more local customs and traditional cultures. He likes to talk to different people. • He can speak some French because he chose French for his second language in his college study. • He likes to read cultural magazines because it allows him to learn more about diverse cultures. • He loves to do some extreme sports, like parachuting, bungee jumping, etc. Because he feels exciting games that can help him relax. • He usually shares his travel experiences and photos on his social media. He also follows a lot of people on Instagram because he wants to see other people's lifestyles.
BRAND AUDIENCE
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Emily Khatri The creative artist Age and gender / 37, Male Occupation / Designer, Illustrator From / Italy Live in / Rome, Italy Education / Graduate
• Emily loves to observe the details in her daily life because she is a designer and illustrator. She likes to use different texture pens to draw different things. • Emily wants to travel to North America because there is a lot of incredible museums. She enjoys traveling the world to get ideas and inspiration for her design. • Emily likes to participate in some famous ethnic festivals, which will allow her to learn a variety of cultures. • Emily likes to communicate with people from different countries so that he can get more inspiration. • She likes to buy some special handicrafts because she wants to learn more about ethnic culture. • She likes books that accept etiquette from different countries because she loves to study multiculturalism. • He likes to go to local farmer markets because he wants to taste different food.
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VISUAL STRATEGY GUIDE
Isabella Arlette A very busy new mom Age and gender / 34, Female Occupation / Homemaker From / Greece Live in / Atlanta, GA Education / Undergraduat
• Isabella quit her jobs one year ago because she has two young children, a newborn and four years old, Her husband often goes out on business, so she wants to take care of her children before they go to kindergarten. • She does not have enough time to communicate and travel with others because she needs to take care of the baby. • She did not do well, but now she is watching some videos to learn some healthy recipes because she wants the children to eat healthily. •She worked in a magazine before marriage, and she still keeps a diary because she wants to record the story of the baby's growth. • Because she still wants to work, when the baby starts kindergarten, she will find a new job. • She does not like to learn about diverse cultures because she does not want to try any other cultures or other challenges. • Isabella is a quiet person because she usually doesn't talk to people she doesn't know.because he wants to see other people's lifestyles.
BRAND AUDIENCE
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Adam Sawyer A homeboy Age and gender / 19, Male Occupation / Unemployment From / Czech Republic Live in / Salem, OR Education / High school
• Adam doesn't like to go outside because he wants to stay at home and play video games. Adam doesn't like to travel because he feels the journey is a complicated thing for him. He doesn't like going to different places. • Because Adam likes to play games in the home, he spends a lot of time playing video games and watching other people game competition live streams. • Adam doesn't play outside sports with his friends because he wants to stay at home, He only plays online video games in the house with live communication. • He doesn't like diverse cultures, he has no interest in culture, because he thinks it is a waste of time to understand culture. • He usually doesn't like to communicate with other people because he is introverted. He feels home is more retaxing and free because he can go lay down at any moment. • He doesn't want to be adventurous because he likes safety. • He doesn't like any culture because he thinks it is boring to learn new knowledge.
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BENETTON
VISUAL STRATEGY GUIDE
BRAND COMPETITORS
BRAND COMPETITORS CURRENT COMPETITORS ADJACENT COMPETITORS ASPIRATIONAL COMPETITORS
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Current Competitors Benetton is civilized with global multicultural styles of clothing. Benetton's current competitors will face socially responsible fashion clothing brands. Benetton differs from its competitors in that Benetton values ​​a socially responsible, world-diverse, and equal-trend brand.
H & M's newly launched function for recycling clothes encourages people to mail old clothes to H & M and they will use recycled materials to make new clothes.
Uniqlo is a Japanese casual clothing brand. Their clothing is known for being comfortable and cost-effective. The brand promotes a comfortable lifestyle.
Forever 21 is the go-to retailer for affordable pricing, the latest trends, must have styles and hottest deals.
Urban Outfitters is a lifestyle related retailer which specializes in selling apparel, clothing accessories and apartment products.
American Retailer that prides itself in making edgy and trendy American made clothing.
American Retailer that prides itself in making edgy and trendy American made clothing.
BRAND COMPETITORS
Toms is a for-profit company based in Playa Del Rey, California. The concept is to give a pare of shoes for every shoe bought.
Alternative make 7% of their garments with sustainable materials and processes.
Feed believes food has the power to bring many together. The brand uses the proceeds of their clothing sales to fund charities.
Reformation is a women's clothing company that make and produce only ethically conscious clothing.
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Current Competitors Adjacent Benetton's adjacent competition is companies other than the Fashion industry that work hard on being sustainable, Organic, or multicultured.
Briogeo provides texturespecific products for a multicultural audience offer, some thing for everyone from repair, to volume, to curl care.
Whole Foods is a grocery retailer who places particular importance on helping others and providing ethically sourced goods.
Starbucks is a coffee chain, based in the Pacific Northwest, that has made significant strides in fair trading.
Dove is a large cosmetics company that has a strong base in social welfare.
Aveda Corporation is a company founded by Horst Rechelbacher, now owned by EstĂŠe Lauder Companies, headquartered in the Minneapolis suburb of Blaine, Minnesota.
Burt's Bees is an American personal care products subsidiary of Clorox that describes itself as an "Earth friendly.
BRAND COMPETITORS
National Geographic, formerly The National Geographic Magazine, is the official magazine of the National Geographic Society. It has been published continuously since its first issue in 1888.
Korres offers products that are good for you and the planet, Their ingredients are natural or organic but 99%of their packaging is recyclable.
Levi's is a clothing brand that provides jeans for women. They also focus on human rights and environmental issues and reducing their environmental footprint.
Josie Mara is a beauty brand that is a huge supporter of the IMAGINE movement, which aims to empower women worldwide.
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Current Aspirational Competitors United Colors aspires to be a strong competitor against these companies in the future. Among them are some public welfare organizations and companies mainly engaged in cultural exchanges.
World Vision International is an Evangelical Christian humanitarian aid, development, and advocacy organization.
International Cultural Exchange Organization Inc. (ICEO) is a non-profit corporation established to promote mutual understanding between nations through cultural and educational exchanges.
AFS programs empower young people from all backgrounds with essential global skills and the passion for making a difference.
CIEE is a nonprofit study abroad and intercultural exchange organization that transforms lives and builds bridges between individuals and nations by sponsoring a wide variety of opportunities for the exchange of ideas and experiences.
Odyssey International
Education Travel & Culture (ETC) is a non-profit educational exchange organization.
Exchange is a cultural exchange organization headquartered in Los Angeles, CA.
BRAND COMPETITORS
IA&A’s Cultural Exchange Programs builds cross-cultural understanding through exchanges and partnerships in the arts.
American Exchange Organization facilitates cultural exchange between visitors from all over the world and the United States.
ACES is a well established and respected international exchange organization and will continue to offer outstanding exchange programs for people from around the world.
IFYE encourages cultural understanding by means of first-hand cultural involvement.
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Benetton Gotham BookďźŒBold InDesign CC, Illustrator CC, Photoshop CC Images Credit: unsplash.com/pinterest.com behance.net/lifeofpix.com/pixabay.com Design and typesetting by Yan Qi Printed and bound by blurb.com Class: GR604 The Nature of Identity, Fall 2020 Instructor: Hunter Wimmer
