Rationale

Why this brand ?

Nowadays, whether Thai brands or global brands are encountering with hopeless conditions. People lack of the mind for consuming goods. There are some brands that win from all by "United Colors of Benetton" concept, Benetton is the leader of bright colorful and luxurious.
Benetton, I habituate to hear this business before, I know by my friends discussion. I can summrize that Benetton is colorful and modern style, it makes me interested and I want to see lot of the appearance of this business. As soon as I see, this business is high fashion, quality and passion that I see in its brand. There are most of dark skin people enjoy with Benetton because Benetton makes the images that dark skin can wear colorful apparel like white races. Especially, this brand is my inspiration to opening a clothes shop in the future.

Company Background

Founders
Luciano, Giuliana, Gilberto and Carlo Benetton, launched the activities of the Benetton Group in 1965.
Benetton begins with the idea of color in around 1960. The company can provides in the design, munufacture and fashion clothes in cotton, wool and fabrics for all buyer; men women and children in worldwide. In addition, Benetton also produces and sells raw meterials, such as yarns, fabrics and labels, include commercial services.
In the concepts of Luciano Benetton the founder of United Colors of Benetton brand that "we need to convey a single strong image, which can be shared anywhere in the world" so, every advertising of Benetton was born since 1960 to be full of controversial concept or criticizing and creating social all along. The company was established in 1965 and headquaters is in Ponzano Veneto, Italy. Nowadays, Benetton is a global company that cover in 120 countries around the world.

Product Strategy

Benetton is a global brand that has an international style combining color, energy, and practicality, the United Colors of Benetton sells in addition to a range of male and female clothing for several occassions, a magazine, aperfume line, and accessories. The core product of Benetton is the clothing line that has a strong Italian character in design and style.

There are the recent development of product that telling to whose lifestyle;

UCB men's collections

United Colors of Benetton has consolidated the product range and expanded the assortment in its men's collections, a segment that now accounts around 20% of UCB sales.
Sisley Limited Edition

A new premium collection for men and women – under the new Sisley Limited Edition.

Sisley Young

It's product of young collection for 8-12 years old.

Product lines

United Colors of Benett
The brand is present in 5 sections, from the elegant accessories to eyewear lines and perfumes, from the home collection to baby products. All of products are available in selected at the shop worldwide.

=> Benetton Adult

* womenswear

* menswear

=> Benetton Kid the United Colors of Benetton collections for children are reminiscent of a multicolored flower.

* new born(0-1 year)

*toddler(1-5 years)

*kid&young(6-12 years)

=> Undercolors ,undercolors and underwear in its many forms.

*underwear

*basic

=> Benetton Accessories, Benetton’s Accessories collection for bags, small leather items, belts, footwear and anything else you can imagine. => Benetton Lifestyle, lifestyle is a collection of surprises created by Benetton to satisfy everyone's tastes and needs.

*perfumes
*eyewear

*travel bags
*home collection

*stationery

Target group

Benetton can provide for the whose lifestyle persons as the target group. The company Focus on the new born to adult, in addition, Benetton customers are from all religions, races and nationalities.

Branding

Significant branding

A significant branding strategy of Benetton is an exceedingly high price, the images will be powerful thinking. The core of the Benetton brand identity is value.

The Benetton brand can successfully for making a strong statement about the world, Benetton brand is talking to customer about current events, it can makes the customers feel sensitive and appeciative, Benetton can makes a way of giving the brand that sense of being current, it's important to fashion brands, especially, Benetton brand can succeed to build up the branding to brand awareness.

USP/Positioning

In the currently, all of the company around the world were beseted with poor economy, most of global brands are cooperated to reducing their product price, likes Benetton Group.

USP of Benetton is high class images, premium product but the present, Benetton change their images to more fashion and adjust their price cheaper.

The customer that haven't brand addict, they will look for lifestyle product, that be appropriate with them such as pricing, shape, and colors. It's because the trend of market become to high fashion but low price, ZARA, H&M, and other global brand must reconsider about pricing issue.

However, Benetton is one of company that harriedly to change the price such as the Benetton Shirt 3,200 Baht reduce to 2,450 Baht. Moreover, there are adjusting style to be Asia fit for Asian people. Benetton also advanced towards the luggage business after finding that lifestyle of people admire to travel, their plan is opening 3-5 shops in department store.

Nevertheless, Benetton remain to sell the communication style that is their identity, under the concepts "we need to convey a single strong image, which can be shared anywhere in the world." of Luciano Benetton.

The branches of Benetton in Thailand
-- Stand alone shop 3 places
-- Counter 15 places