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Word Count: 675
Background Benetton Group SpA was one of Europes largest clothing brands in 1994 consisting of three main brands United Colors of Benetton which focused on men and womens clothing was the largest of the three and comprised over 60 of sales for the Benetton Group 012 United Colors of Benetton which focuses on children under the age of 12 possessed 185 of sales Sisley was the higher fashion brand in the group though it consisted of less than 12 of sales Benetton products are sold in over 8000 retail outlets yet Benetton owns and operates less than 50 of these outlets Benetton uses 500 subcontractors and many joint ventures to design assemble and package the products for Benetton With a network of 83 Benetton agents the company can keep an eye on the market and offer help to retailers on how to market the product to the consumer in a retail setting Problem Definition Benetton has gained international notoriety for its controversial communication strategies Benetton uses its promotion budget to provoke a debate of controversial issues like racism war and poverty in order to encourage brand image Since the early 1980s Benetton has tried to promote All the colors of the World and the campaign slogan United Colors of Benetton has been in use since 1985 Benetton has faced a world of outrage since their adoption of this communication rather than a traditional advertising strategy Benetton has performed very well over the last thirty years but faces the problem of increased anger and threats of legal action due to their explicit way of addressing issues such as AIDS terrorism violence racial issues and immigration Benetton does not believe that they are using these ads to sell their clothing but to address and fight bigger issues that face societies of the world today The argument of people around the globe is that they are exploiting sick and unfortunate individuals in order to sell sweaters and doing
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