United Colors Of Benetton – MSF Advice For Revamping The Label

benetton,2008-campaign

United Colors Of Benetton

The Benetton fashion collection was founded in 1965 simply by Luciano Benetton, whom sold his young brother’s bi-cycle to buy a second-hand sewing machine and produce a small collection of brightly-coloured sweaters. The first motto to appear had been ‘All the colors of the world’, in which later on ended up being replaced by the well-known ‘United Colors of Benetton’. The concept of united colors was so powerful of which for the first time in its historical past, the company put into practice the motto as its genuine logo.

The power of its Advertisements?

All its advertisements possess one thing to say… occasionally they are odd and crystal clear and especially now under a eye-catching debatable image! This fashion label is  under a lot of pressure to be  creative, to promote talent and courage to do these kinds of controversial  ads. Advertisements that mean a little something, that assist a cause, that have an essential message… or advertisements that simply display diverse colours alongside one another.

MenStyleFashion Advice for a Refreshing New United Colours of Benetton

What is it about Benetton that still remains within our high street? The task of changing the company’s fortunes now falls to Alessandro Benetton, a one-time Harvard student and the son of its founder, Luciano Benetton. With the changing of the guards at Benetton we think it is also time to revamp the label. Here are my ideas, Dear Benetton:

  • Quality Fabrics, Quality Pieces – For me it’s been the quality of its clothing, fabrics used and choice of colours combing them with  traditional pieces that are the core factors that Benetton needs to get back to. That thick material that I always use to buy. I adored its jean jackets including  that dark brown. The pure wool garments including the itchy ones. Just imagine for one moment if  Benetton decided to revamp their vintage collection. Would there be a market for the brand we all so admired and have purchased over the years that we want to see back in your stores. I think so.
  • Campaigning for Wool – Benetton you are renowned for your wool collections and colour. Here is something worth campaigning for. To raise awareness about the benefits and versatility of wool in fashion and furnishing industry. To support local farmers, retailers, local businesses that depends on wool industry. There over 100 wool mills still in operation across the United Kingdom. I’m sure your creative advertising approach will certainly turn heads?
  • Vintage Benetton Collection – “We have to change perceptions of us,” Alessandro told Campaign at the London unveiling of the “unemployee of the year” campaign. “We have not been good enough at telling consumers about ourselves.” Take a look at the old collections images and hopefully we shall see it come back into your stores.

United-Colors-Benetton-Spring-2012-Ad-Campaign

2012 Campaign

Benetton-wool-week,men's,2007

2007 collection, with a revamp he would rock

benetton,-vintage-jumper

Bring back vintage wool and styles including the Italian colours

bennetton,-vintage-1980's

Bring back the quality wool and fabrics and its quirky designs

miao,for-bennetton,chinese-model

Love how they always embrace different cultures with in their campaigns

cable-knit,men's-cardigan

Amazing what they can do with wool

About The Author

Gracie Opulanza
Head Editor

Global menswear and luxury lifestyle journalist. I love to unearth hidden gems. Co-founder and editor of MenStyleFashion.com. GracieOpulanza.com is my personal blog.

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