While the culture may be worldwide, it is still a niche, those willing to step out of the mainstream to buy from the cutting edge marketing of Benetton, forever defined by advertising images like the black woman breastfeeing the white baby, part of the infamous 1991 marketing campaign. Benetton was not advertising for sale the red sweater. 
Benetton's images are multi-cultural. Even in its annual report, Benetton highlights consumers of all nationalities, such as the multi-cultural female above, with purple hair streaks to match the purple Benetton turtleneck. Benetton's marketers assume that the socially conscious need clothes to match their streaked hair, Rebel With Clothes.Benetton has reinforced its brand with cutting edge images of social action, ecology, and race relations, clearly designed to target a world wide audience with leftwing sympathies. Benetton's corporate website says "Benetton is present in 120 countries around the world with a strong italian character whose style, quality and passion are clearly seen in its brands: the casual United Colors of Benetton, fashion oriented Sisley and the leisurewear and streetwear brands Playlife and Killer Loop ... Benetton has a long history of attention to ethical values and involvement in social and cultural initiatives. Perhaps the most visible are our institutional campaigns, touching social themes of wide international significance and often in cooperation with renown international organisations."
Benetton buyers surely see Benetton as a lovemark.
4 comments:
I can see how Benetton can draw on such devotion from its disciples, the imagery is warm and inviting to all people who view them.
I never was a Benetton fan, but we used to have a store nearby, now I wouldn't know where to go because it has gone out of business here. Their multi cultural message, though,appeals to me.
Remember the "Death Row" controversy Benetton created in early 2000, when they planned on featuring Death Row inmates in their advertising? I read a lot about that at the time, and whenever I see the name, that is still my first association...
You might want to stroll through Benetton's advertising history: http://www.museedelapub.org/pubgb/virt/mp/benetton/pub_benetton.html
You can quickly see how they drew upon the idea of shocking people. It seems to start simply enough, with a world peace theme. Been some time in the 1990s, they begin to realize the value of being a devil's advocate, of pushing people's buttons. By 1992, the ads were deliberately offending traditional sensibilities.
The ad campaign screeched to a halt with the final series which celebrated death row inmates.
http://www.city-journal.org/html/10_2_sndgs06.html
The question remains, was Benetton actually trying to inspire discussion and resolve differences, or were they merely exploiting the victims to sell sweaters?
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