Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0 (A), Hawai'i Pacific University (-), course: Marketing Lecture MBA Programm, language: English, abstract: The United Colors of Benetton: a company of colors and controversies. Offering the world an insight to fashion, as well as, human equality and world issues, Benetton gives us stylish clothing and innovative promotion. While trying to capture an audience favoring Italian character in style and design, the company additionally desires to present the world with contentious campaigns to awaken thoughts and debates. These controversies are jeopardizing Benetton's position in the industry, and its reputation of being trendily unique and committing to world harmony. The United Colors of Benetton (Benetton), an Italian based company, is primarily focusing its business on clothing and controversial advertising. Presented all over the world, the company is available to young and old in combined colors and stylish fashion. In the following pages a complete internal and external analysis of the company will be explained, as well as, a description of the company's overall standing. The alternatives as seen are described to include the advantages and drawbacks of each alternative. Conclusively, a recommendation based upon all of the findings outlined is prescribed.

Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0 (A), Hawai'i Pacific University (-), course: Marketing Lecture MBA Programm, language: English, abstract: The United Colors of Benetton: a company of colors and controversies. Offering the world an insight to fashion, as well as, human equality and world issues, Benetton gives us stylish clothing and innovative promotion. While trying to capture an audience favoring Italian character in style and design, the company additionally desires to present the world with contentious campaigns to awaken thoughts and debates. These controversies are jeopardizing Benetton’s position in the industry, and its reputation of being trendily unique and committing to world harmony. The United Colors of Benetton (Benetton), an Italian based company, is primarily focusing its business on clothing and controversial advertising. Presented all over the world, the company is available to young and old in combined colors and stylish fashion. In the following pages a complete internal and external analysis of the company will be explained, as well as, a description of the company’s overall standing. The alternatives as seen are described to include the advantages and drawbacks of each alternative. Conclusively, a recommendation based upon all of the findings outlined is prescribed.

The Benetton campaigns by Oliviero Toscani have been one of the most important and controversial phenomena in worldwide advertising. This text explores the history of the campaigns from 1984 to 2000.

This book explores how physical anthropologists struggled to understand variation in bodies and cultures in the twentieth century, how they represented race to professional and lay publics, and how their efforts contributed to an American formulation of race that has remained rooted in both bodies and cultures, as well as heredity and society.

This case study analyzes the rise and fall of one of the most popular clothing brands in the world, the United Colors of Benetton. The case study reviews the story of the brand and the main events that have impacted its performance since its foundation to the present. The case study also analyzes fast-fashion companies and the reaction to the competition by Benetton, which produced a change in market orientation from being market-driving to market-driven. The Benetton Group proactively led change in the fashion retailing industry from the 1970s until approximately 2000, due to a unique brand image conferred by an innovative advertising strategy. The competition from fast-fashion companies and new online retailers and the COVID-19 pandemic have crushed the Benetton brand, forcing several shops to close. The company is kept alive by the financial resources injected by the Benetton family. Students will be asked to apply marketing strategy theory to evaluate the significance of different strategic orientations (i.e., market-driving and market-driven) on company performance over time, and specifically in the evolution of the Benetton Group.

A study of controversy in the arts, and the extent to which such controversies are socially rather than just aesthetically conditioned. The collection pays special attention to the vested interests and the social dynamics involved, including class, religion, culture, and - above all - power.

Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. The book presents a comprehensive review of the entire brand spectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement