We all know Benetton as a brand that likes to shock instead of taking the lead with special designs for their clothes. But what shocks the most at this moment is that the brand isn’t that popular anymore.
Why? I think it’s because of the changing brand personality. When people buy clothes of a certain brand, they want to feel united with the brand, the brand has to make them feel individual. It seems to me that Benetton isn’t able anymore to fulfill this need.
At this moment of time the marketers and designers of Benetton are confused. They don’t know what their target consumers want. They weren’t able to stagnate the great sales figures. They figured that it’s not possible to keep on stretching the shock…
Now the management has to come up with something new, something that makes the consumers feel attracted to the brand and something that makes them feel individual again. I’m very excited and curious about the way it will turn out. Maybe next season we all want to wear Benetton again!!
source: United Colors of Benettn :case Study part 3 buyer & maret evaluation
Eloïse Lecluyse
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