Benetton's message audience is both world-wide and limited, designed to appeal to those interested in social justice and environmental issues. While this may be niche marketing, those in that niche are highly motivated, and having demonstrated attachment to a strong political and social cause able to transfer that loyalty to a brand in toudh with the buyer's ideology.
Benetton says in its 2003 Annual Report that its business model is based on three factors: brand awareness, a symbol of Italian temperment and Italian effort, giving the products added value in style and quality of life; innnovation; and quality of product, offering extra in identity, innovation, and attention to detail.
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 ... Creating added value for the brand: this is the aim of United Colors of Benetton corporate communication. It contributes to creating the image of a global enterprise that invests in research, is modern and projected towards the future, emphasising its principal and most important characteristic: uniqueness ... 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. Our social commitment, in fact, goes beyond these campaigns, with initiatives of both international and local impact. "
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Good research into how Benetton sees themselves. Who do they identify as their audience, and how are they reaching out that audience?
We used to do a unit in this course, focused on Benetton.
Benetton is noted for creating visuals that shock. The emphasis became Benetton's association with shock value, combined with their claims of seeking intellectual freedom.
I just pulled up their web site and here are some quotes for their side of the story:
"Some quotes from their web site:
"A company that emphasizes value and chooses to create value is no longer communicating with the consumer but with the individual.
Actual consumption is repositioned within the overall context of life. By entering the universe of values, the brand frees the product from the world of merchandise and manufacturing and makes it a social being of its own. By addressing an individual rather than a customer, the brand can identify its target on the basis not of age or income, but of a shared vision of what is important, starting from a set of common values."
Benetton’s long journey toward its destiny as a subverter of stereotypes began with its cooperation with Oliviero Toscani and the images of the 1986 campaign. Happy groups of multiracial kids were replaced by 'couples' representing an all-new interpretation of difference. In this cycle, the word 'different' became a close cousin of 'controversial.'"
"The reaction to these real-life photos was sometimes violent. Many publications in several countries refused to print the campaign. By eliminating the product from its ads, violating the taboo of disagreeable themes, associating its name with the representation of conflict and pain and, above all, abandoning the false, comfortable world of advertising stereotypes, Benetton cracked the foundation that held up the culture, language and specificity of the classic advertising message. Many complaints pointed to the 'shock value' of the Benetton ads."
http://press.benettongroup.com/ben_en/about/campaigns/history/
Benetton clearly sees its audience as those who either appreciate the message or are shocked by it. The ads are clearly polarizing. It was win-win for Benetton. Those whose social consciosness aligned with Benetton would be loyal and passionate about the brand. Those who would complain multiplied the buzz. Ad outlets that refused to run the ads for fear of shcoking their audience (or who opposed the message) created publicity with a multiplier that Benetton could not have afforded to buy.
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