Benetton Group
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Benetton Group
Benetton Group
Società a responsabilità limitata
IndustryFashion
Founded1965; 54 years ago (1965) in Ponzano Veneto, Italy
FounderLuciano Benetton
Carlo Benetton
Giuliana Benetton
Headquarters,
Area served
Worldwide
Key people
  • Luciano Benetton (Executive Chairman)
  • Tommaso Brusò (Chief Operating Officer)
Products
Number of employees
7,714 (2015)
Websitewww.benettongroup.com

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.[1]

United Colors of Benetton in Parma, Italy
United Colors of Benetton in Prague, Czech Republic
United Colors of Benetton in Belgrade, Serbia

In 1965, the Benettons opened their first store in Belluno[2] and three years after in Paris. The company's core business consists of clothing brands United Colors of Benetton[3] and Sisley.[4] The Group has a network of about 5,000 stores around the world.[1]

Marketing

Benetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide.[5] In 1984, Toscani photographed the first multiracial ad for the brand.[2]

In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton" campaign. The campaign's graphic, billboard-sized ads depicted a variety of shocking subjects, including the deathbed scene of a man (AIDS activist David Kirby) dying from AIDS.[6] Another ad featured a bloodied, unwashed newborn baby with umbilical cord still attached. 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."[7]

In 2000, Benetton was included in the reference publication Guinness World Records for the "Most Controversial Campaign."[8]

2011: Unhate campaign

In November 2011, 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."[9] Benetton claimed the campaign was created to serve as its corporate social responsibility strategy.[10] The UNHATE poster series uses altered images of political and religious leaders, such as then-President of the United States Barack Obama and Hugo Chávez, then President of Venezuela, kissing each other.[11][12] Following Vatican protests, Benetton removed an ad purportedly showing Pope Benedict XVI kissing Ahmed Mohamed el Tayeb, the imam of Egypt's Al Azhar mosque.[13][14][15]

Benetton won the Press Grand Prix at the 2012 Cannes Ad festival for its Unhate campaign.[16][17]

2017: #UnitedByPurpose campaign

In November 2017, Benetton launched a campaign in collaboration with Devbhumi, a company owned by rural women from India's remote Uttarakhand region. The initiative claims to empower more than 6,000 rural women artisans in India.[18][19]

Sport and sponsorship

Benetton Group entered Formula One as a sponsor of Tyrrell in 1983, then Alfa Romeo in 1984; this arrangement was extended to both Alfa and Toleman in 1985. Benetton Formula Ltd. was formed at the end of 1985 when the Toleman and Spirit teams were sold to the Benetton family. The team saw its greatest success under Flavio Briatore, who managed the team from 1990 to 1997. Michael Schumacher won his first Drivers' Championships with the team in 1994 and 1995, and the team won their only Constructors' title in 1995. From 1996, the team raced under an Italian licence although it continued to be based, like Toleman, in Oxfordshire in England. The team was bought by Renault for US$120 million in 2000 and was rebranded Renault F1 in 2002.

In 1979, Benetton first sponsored their (then amateur) local rugby team, A.S. Rugby Treviso. Benetton Rugby has since become a major force in Italian rugby, with 11 league titles and supplying many players to the national team.[20] Benetton Group has also sponsored Treviso Basket (1982-2012) and Sisley Volley (1987-2012).

Criticisms

Benetton has faced criticism from Mapuche organizations over its purchase of traditional Mapuche lands in Patagonia.[21] The Curiñanco-Nahuelquir family was evicted from their land in 2002 following Benetton's claim to it, but the land was restored in 2007.[22] The company have published a position statement regarding the Mapuche in Patagonia.[23]

Benetton aroused suspicion when they considered using RFID tracking chips on clothes to monitor inventory. A boycott site alleges the tracking chips "can be read from a distance and used to monitor the people wearing them."[24] Issues of consumer privacy were raised and the plan was shelved. Benetton's position on RFID technology is also available on their website.[25]

PETA launched a boycott campaign against Benetton for buying wool from farmers who practiced mulesing. Benetton has since agreed to buy nonmulesed wool and has further urged the wool industry to adopt the PETA and Australian Wool Growers Association agreement to end mulesing.[26] Benetton's position statement on the mulesing controversy is available on their website.[27]

Building collapse at Savar

On 24 April 2013, the eight-storey Rana Plaza commercial building collapsed outside Dhaka that housed one of the factories where Benetton makes its clothing.[28] At least 1,130 people died.[29] Benetton first denied reports linking production of their clothing at the factory, but clothes and documents linked to Benetton were discovered at the disaster site.[30][31][32] Of the 29 brands identified as having sourced products from the Rana Plaza factories, only nine attended meetings held in November 2013 to agree a proposal on compensation to the victims. Several companies refused to sign including Walmart, Carrefour, Bonmarché, Mango, Auchan and Kik. The agreement was signed by Primark, Loblaw, Bonmarche and El Corte Ingles.[33] A year after the collapse, Benetton faced international protests after failing to pay any compensation to the Rana Plaza Donors Trust Fund.[34][35] Protests included shutting down Benetton's flagship Oxford Street store in London.[36]

In April 2015, Benetton Group announced that it has doubled compensation for Rana Plaza victims recommended by independent assessors (PWC AND WRAP) and applied the principles of the Accord on Fire and Building Safety to global suppliers. Benetton's engagement for Bangladesh is available on their website.[37]

See also

Notes and references

  1. ^ a b "At a glance". Benetton Group. Retrieved 2010.
  2. ^ a b Brady, Donald L. (2014-12-18). Essentials of International Marketing. Routledge. ISBN 9781317471202.
  3. ^ "United Colors of Benetton". Archived from the original on 21 August 2019. Retrieved 2015.
  4. ^ "Sisley". Sisley. 2012-02-21. Archived from the original on 2012-06-29. Retrieved .
  5. ^ "Benetton". adage.com. 2003-09-15. Retrieved .
  6. ^ "The Photo That Brought AIDS Home". Retrieved .
  7. ^ "The Advertising Standards Authority Annual Report". 1992-01-30. Retrieved .
  8. ^ Baroncini-Moe, Susan (2013). Business in Blue Jeans: How to Have a Successful Business on Your Own Terms, in Your Own Style. United States: Sound Wisdom. p. 76. ISBN 978-1937879228.
  9. ^ Benetton Group (2011-11-16). "UNHATE worldwide campaign". Benetton Group. Retrieved .
  10. ^ "The UNHATE project". Benetton Group. 2011-11-16. Retrieved .
  11. ^ Wells, Jane (2011-11-16). "Why Is President Obama Kissing Hugo Chavez?". CNBC. Retrieved .
  12. ^ Rajghatta, Chidanand (2011-11-16). "Benetton jolts world with 'unhate' advertisement showing world leaders in liplock". The Times of India. Retrieved .
  13. ^ "Press Note". Benettongroup.com. 2011-11-16. Retrieved .
  14. ^ Butt, Riazat (2011-11-17). "Benetton tears down pope-kissing ads after Vatican legal threat". The Guardian. Retrieved .
  15. ^ The Associated Press (2011-11-16). "Benetton pulls ad with Pope kissing imam". CBC. Retrieved .
  16. ^ Patel, Kunur (2012-06-20). "Controversial Benetton Ad Nabs Press Grand Prix". AdAge. Retrieved .
  17. ^ "Benetton 'Unhate' Campaign, Featuring World Leaders Kissing, Wins Cannes Ad Festival Award". Huffington Post. 2012-06-20. Retrieved .
  18. ^ "Fashion brand aims to empower over 6,000 women weavers". Archived from the original on 2017-11-14.
  19. ^ Maverick, Martins (2017-11-14). "Benetton collaborates with Devbhumi for special scarves collection". FashionNetwork.com. Retrieved .
  20. ^ "Benetton Rugby - Storia" (in Italian). Archived from the original on 2008-04-14. Retrieved .
  21. ^ "The Invisible Colours of Benetton - Campaign". Retrieved .
  22. ^ "Recovered Mapuche territory in Patagonia: Benetton vs. Mapuche". MAPU Association. Archived from the original on 2012-09-08. Retrieved .
  23. ^ "Benetton's position regarding the Mapuche in Patagonia". Archived from the original on 25 June 2012.
  24. ^ "Boycott Benetton". Archived from the original on 2005-03-09. Retrieved .
  25. ^ "Benetton's position on RFID technology".
  26. ^ "Campaign ends". PETA Save the Sheep! campaign. Archived from the original on 2005-11-06. Retrieved .
  27. ^ "Benetton's position regarding the controversy on mulesing between the Australian Wool Industry and PETA".
  28. ^ Ahmed, Saeed; Lakhani, Leone (14 June 2013), "Bangladesh building collapse: An end to recovery efforts, a promise of a new start", CNN, retrieved 2013
  29. ^ "Rana Plaza factory collapse survivors struggle one year on". BBC News. 23 April 2014. Retrieved 2015.
  30. ^ "Benetton denies to have any involvement with Bangladesh factory in their Tweet".
  31. ^ Cohn, Emily (2013-04-29). "Benetton Denies Ties To Deadly Bangladesh Factory, But Its Shirts Were Found In The Rubble: Quartz (PHOTOS)". Huffington Post.
  32. ^ "Bangladesh factory collapse death toll rises above 1,000".
  33. ^ Ovi, Ibrahim Hossain (2013), Buyers' compensation for Rana Plaza victims far from reality, archived from the original on 25 March 2016, retrieved 2013
  34. ^ Tichborne, Beth (2014-04-26). "Benetton stores targeted by global protests". Indymedia UK.
  35. ^ Butler, Sarah (2014-04-24). "Rana Plaza disaster marked by Oxford Street demonstration". The Guardian.
  36. ^ Kilcooley-O'Halloran, Scarlett (2014-04-25). "Benetton Rana Plaza Protests". Vogue.
  37. ^ "Benetton Group - Corporate Website".

External links


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