Benetton in the news

Benetton in the News

Crawshaw, S. (1995) Benetton sued over shock ads. The Independent. http://www.independent.co.uk/news/world/benetton-sued-over-shock-ads-1569139.html 

THE "United Colors" of Benetton are anything but these days. The high street fashion chain with the "love-the-world" image has embarked on a war with its own retailers. 

Benetton's message of international harmony gave way in the last three years to images that were deeply harrowing, or vilely inappropriate, depending on your point of view. They paved the way for a commercial civil war which exploded in the German courtslast week. It looks set to rage for weeks to come.
Officially, the idea was to "raise awareness" of key social issues. 
The German advertisers' association has complained of Benetton's "propaganda with cheap tricks".
German courts have banned several Benetton ads because they are "not just tasteless, but against morals", especially because they are unrelated to the product.
Ms Galanti insists that the controversial images are "globally relevant" 

Benetton leaves shock tactics behind as it seeks to stay in fashion
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11952130/Benetton-leaves-shock-tactics-behind-as-it-seeks-to-stay-in-fashion.html

...the reaction to its shock tactics have waned. 

Over the past few years Benetton has failed to capture the hearts of modern day shoppers, who, since the recession, have increasingly traded in their social consciousness for fast fashion at rival retailers such as Zara and H&M. 

While the company is aware of its illustrious past, Benetton’s new leadership team now appears to be taking a more grown-up approach to business. "I don’t think that we want to commit to being shocking" John Mollanger 

“There was a period in the 1980s and 1990s where advertising’s main mission was to create awareness with shocking creatives but I believe it was a moment in time”, says Mollanger. “We have moved away from pointing a finger at what we thought was wrong and instead we want to actually improve what we think is wrong.” 

It could be argued that Benetton’s image of suffering has gone mainstream and the campaign images have been toned down. 

“Our past campaigns were not really talking to consumers, we talked to people and if they became consumers then great, but that was not the forefront. 

“Shock tactics will work if you want to be known for your advert campaigns, but we don’t want just that. We want to be known as Benetton.” 

"We have moved away from pointing a finger at what we thought was wrong and instead we want to actually improve what we think is wrong" John Mollanger 

While around 60pc of Western European consumers say they would pay more for products with social benefits, there is also a rise in scepticism about just how altruistic these new companies have become. As a result, Benetton is turning social enterprise on its head by setting up a €2m (£1.5m) foundation that will give money to improving women’s lives across the world. Benetton says the project will set up global partnerships with NGOs to work on how to put the money to work best. 

The knitwear business is placing its bets on resonating with modern day shoppers without assaulting their senses with controversial billboards. But will it work? There are signs that it already is. Last year’s Edizione accounts reveal that it more than halved losses to €67m and sales ticked slightly higher to €1.6bn.