01. Introduction 02. History of the Brand 03. Visual Identity 04.Brand Values 05. Customer Profile 06. Brand Philosophy 07. Brand Positionong 08. Brand Structure 09. Instore communication 10. Size guide 11. Folding Techniques 12. Floor Plan 13. Planogram
CONTENTS
INTRODUCTION
United Colors of Benetton is a well-known Italian fashion brand being present in 120 countries worldwide with over 6,500 stores. The company was founded by Benetton family in 1965 in Treviso, Italy. Benetton clothing has a strong Italian character in various styles and designs. The company produces over 110 million garments every year, 90% of which is manufactured in Europe. The total turnover is over 2 billion euro each year. Benetton is famous for its shocking advertising where it is uses provocative images as technique to raise public awareness of social issues such as peace, racial integration and AIDS. These advertisements brought much criticism and caused damage to the brand image, however, it developed a distinctive identity. This report will analyse and investigate whether there is an opportunity within the United Kingdom market to build a new distinctive company image. It will present a solution via a billboard design which is very different from previous advertisements.
HISTORY
United Colors of Benetton is an Italian clothing brand based in Triviso, which was founded in 1965 by Luciano Benetton. The name of the company comes from the Benetton family. The company has integrated distinctiveness including colours, genuine fashion, quality at reasonable prices and passion for its work. (Benetton 2013) To attract a fast growing youth market, the company decided to make the sweaters in bold, bright and enjoyable colours. To cooperate with this new image, the company had changed the name from ‘Benetton’ to ‘United Colors of Benetton’. (Iml 2013) It moves at the world’s speed, overcoming geographical, political and ideological limitations. Nowadays Benetton is one of the most famous fashion companies in the world. In 1978 Benetton was reorganised as a limited liability company and in 1986 they took on the name Benetton Group. Before June 1986, the company was entirely owned by the Benetton’s family. In 1965-66, a distinctive logo based on a stylized knitting stitch was added to the Benetton name, which in the meantime had become a trademark. In 1991, a series of global advertising campaigns introduced the idea of United Colors, which led to the creation of a new brand and logo featuring centralized text. In 1996, in a final, purely aesthetic change, architect Massimo Vignelli moved the text to the upper left-hand corner of Benetton’s green box. The logo stayed the same, but its position was rationalized. Today, United Colors of Benetton also includes children’s collections, which took on a separate brand identity back in 1971, initially under the name 012 Benetton. Benetton’s apparel business includes 5 brands: 1. 2. 3. 4. 5.
UCB- flagship brand Sisley- the trendiest brand The Hip Site- the newest group brand Killer Loop- sportswear Playlife- sportswea
Meaning Of United Colors of Benetton Logo Stylized knot of yarn with word Benetton printed under it, contained within a dark green rectangle shows that brand deals in apparels and has a style statement which differentiates it from other brands. It emphasizes its principal and most important characteristic - uniqueness.
VISUAL IDENTITY
The Unite Colors of Benetton isn’t just a logo. it’s a vision of the world. As our corporate identity, It will continue to identify our collective activities in advertising, Storefronts, Publications and on the web.
CORPORATE IDENTITY
Logos listed left to right. Top: 1969, 1972, 1977. Bottom: Toscani 1989, Vignelli 1996, Pentagram 2009.
Representing the United colors of Benetton logo in various different ways can help using the logo in different situations and mediums.
LOGO VARIATION
x/3 Y
X
Few brands have the advantage of choosing the clor. Its takes years to build brand recognition PM5347 is the reference for Benetton green.
COLOUR PALETTE
C -
86 %
M - 14 % Y
- 100 %
K
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2%
Gill Sans typography which is very beautiful and visually appealing. It has been chosen due to its artistic and friendly character. I believe that Gill Sans font attracts the customers’ attention and gives them a clear understanding of the brand’s message.
TYPEFACE
ABCDEF ABCDEF ABCDEF ABCDEF
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123456 123456 123456
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• Optimism • Crafted Creativity • Curiosity • Faith in humanity
BRAND VALUES
UCB united people through a movement called #UnitedByArt . The campaign ran for a month.
The youth of today isimpatient, expressive, and outspoken. Social media is part of their everyday life; it is inspiring, a decision influencer and a place to vent. Passion and standing up for things can help create a sense of unity but one still needs to act a certain way. That’s where UCB steps in. Besides being the storyteller for our audiences, UCB becomes an enabler as well. It celebrates, facilitates and guides its audience to express themselves in the right manner.
Existing customers: Existing consumers of United Colors of Benetton are women and men aged 25-40 belong to ABC1 social group. They are educated and in fulltime employment, so they have a sufficient amount of money to spend every month on their desires. Their belief is by being equal no matter what race or colour the person is will help make this world much happier. A particular favourite quote of consumers is expressed by Pablo Picasso: “Colours, like features, follow the changes of the emotions.” (Brainquote 2013) Existing Benetton customers perhaps have children, as Benetton offers a wide range of clothing for children which is colourful and bright like the adults’ assortment. In their free time of work they love spending time with children and doing different outdoor activities so they give a preference to casualwear which is comfortable. Benetton is the shop where they find clothing for all family and this clothing makes them feel good and comfortable. Potential customers: Potential Benetton customers are students in full time education in their early twenties. Some of them are in part-time employment to earn extra money for their every day needs. They love to express themselves when around their peers. Their belief is by being honest and it will help make new friends and contacts which are important going through different life cycles. Their favourite saying is: “Everyone shall love their neighbours as themselves.” In spite of their young age they are self motivated and enthusiastic. Their dearest wish is after graduation to become professionally organised and successful people. In their free time they like socialising and going out with like minded peers. They prefer listening to pop culture music like Rihanna, Beyonce, Bruno Mars and Justin Timberlake. They are wearing clothing rich in colours so Benetton is the place where they can enjoy the paradise of colours.
CUSTOMER PROFILE
AUDIENCE ANALYSIS
*Targets Both men and women. *Between the ages of 20-29 years old. *Economically upper middle class market. *Trendy and fashion forward. *Independent and creative.
BRAND PHILOSOPHY
Ponzano, 27 July 2016. Far away from fashion stereotypes real moments and real emotions are what life is all about. That’s the message behind clothes for humans, the brand new United Colors of Benetton product and marketing philosophy. Starting from this summer, Clothes for Humans will be the unifying force behind three product lines, a global campaign, a brand new website and a series of in-store initiatives and materials, including the “magalog”, a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide. Clothes play an important emotional role in our lives. Every morning, when we choose what to wear, we are deciding what our personality will be for the day ahead and how our feelings will be attuned to the different moments that await us. The clothes for humans philosophy starts from here: Benetton’s clothes should empower people to express their emotions and get the most out of the experiences they live. Dress Up: the smart elegance for work and special occasions. Dress Down: the relaxed style for every moment of the day. Dress to Move: functional garments for a sporty lifestyle. The three product lines, like all future collections, revolve around knitwear, one of three brand pillars that Benetton intends to focus on and add value to through all its activities. The other two are color and social commitment, which are also part of the brand heritage. Reflected by the three new product lines, the clothes for humans philosophy comes to life this summer as a creative platform characterized by a core idea – that Benetton explores the most honest and ‘human’ moments of emotion that are relevant to clothing – conveyed through a fresh, quirky tone of voice. Both the idea and the tone of voice will be applied across each of the brand’s communications channels. The clothes for humans product and marketing philosophy will applied globally to: – magazines – digital media – Benetton properties and social channels – Stores – Out of home events
BRAND POSITIONING
United Colors of Benetton, the iconic Group’s global brand, has an international style that combines color, energy and comfort. All these key elements find their expression in the brand’s core value: Passion for Quality, with a strong commitment to comfort and style. UCB Woman collection is both for women who work and demand an easy and elegant wardrobe and those who want to create alternative looks with a mix & match style. UCB Man collection is a blend of elegance and originality, completely in tune with the mood of the brand. The underwear - Under colors –This primarily features underwear, beachwear, and sleepwear collections, and presents two main lines: the fashion theme, very feminine and sexy and the light-hearted theme for the whole family, free and fun.
Vision - Benetton positions itself as a company which looks ahead with the young eyes of the future. Its story is built on innovation and seeing what others fail to see. Always distinctive in colours, with absolutely exceptional production and business complex with a worldwide form of communication, creating both a phenomenon and cultural debate – Benetton was global before globalisation, but in its own way. Values - United Colors of Benetton is devoted to being a globally responsible company in social, environmental and economic terms. These commitments are for present and future generations, to grow together with the community in which the company operates such as Italy and all other markets. Through marketing techniques they want to be associated with a company who is trying to raise awareness of world issues. Moreover, the name United Colors of Benetton indicates that people of different racial backgrounds should come together and live in harmony and unison. Personality - Benetton is a fashion brand with a strong Italian character who offers high-quality clothing in various colours. Nowadays, they are a wellknown company for their controversial advertising campaigns rather than for its clothing. Back in the these days, consumers were positively reacting on these adverts but after a series of billboard posters showing images of a nun and a priest kissing, plus many more shocking posters. Benetton started to lose loyal customers as complains were made. Now is the time to let people know the other side of the brand- the colourful clothing range. Positioning - The main competitors are Mango, Zara, banana republic and Esprit. All these fashion brands have similar style clothing at alike pricing. However, Benetton seems to be richer at choice of colours and knitwear. Its ways of advertising left different opinions in consumers’ minds- as shocking and unacceptable, and as intriguing and extraordinary. There is no one who would not have their own opinion about the brand communication methods which makes it more distinguished over its competitors.
Benetton group is a global clothing brand, based in italy. The name comes from four members of Benetton family, who founded the company in 1965. Its core business is clothing a group with strong italian character whose style and quality are seen its barnds.
BRAND STRUCTURE
United Colors of Benetton Its clothing collections for women,men and children each season offer a total look suites to everyday life, from work to free time, in the city and outdoors. The brand is present in numerous other areas, from elegant accessories to eyerwear, and from fragrances to luggage.
Undercolors of Benetton It proposes collections of underwear,beachwear,nightwear and accessories for women,men and children. they have wide selection in basic. Colors are enhanced every season with the latest trends.
Sisley Sisley product is “fashion reinterpreted for everyone”. It is the premium brand under Benetton. A style composed of character, substance and determination, presented in a simple but refined way. It offers women, men and kids’s clothing. It is ever closer to the consumer, enabling everyone to express their personality.
Playlife Play life proposes collections of “easy to wear” clothing that is autentic and original. Its more young in nature. Its between the atmosphere of the campus and city sophistication. Playlife outdoor is the metropolitan version of the big chill, Jean’s West is the back to the future of the western frontier, Killer Lopp is between extreme sport and urban chic, Anthology of Cotton is feminine homewear and a wide choice of light-hearted sexy accessories.
INSTORE COMMUNICATION
Signage
The following legend is at your disposal to teach you about the size “range� for United Colors of Benetton garments. The table references clothing and accessory collections from United Colors of Benetton and Undercolors of Benetton.
SIZE GUIDE
WOMEN
MEN
KIDS
TODDLER
BABY
The following legend is at your disposal to teach you about the size “range� for United Colors of Benetton garments. The table references clothing and accessory collections from United Colors of Benetton and Undercolors of Benetton.
FOLDING TECHNIQUES
A floor plan is a drawing to scale, showing a view from above, of the relationships between rooms, spaces and other physical features at one level of a structure. Dimensions are usually drawn between the walls to specify room sizes and wall lengths.
FLOOR PLAN
Store Plan
display
fixture
Store Elevation/ Shop F ront
ads and display
counters
display
luggage
fixture
stock area
view point
CIRCULATION
A planogram is a diagram that shows how and where specific retail products should be placed on retail shelves or displays in order to increase customer purchases. Planogramming is a skill used in merchandising and retail space planning
PLANOGRAMS
Planogram Fig . 1
Planogram Fig . 2
Planogram Fig . 3
Planogram Fig . 4