UCB, is a global fashion brand and the world largest clothing manufacturer established in 1965. Now it is present in 120 countries totally 6500 stores with approximately 10000 employees all over world. It is a Europe based company with strong Italian character. Benetton is the leader of high fashion which is the combination of innovation, quality, energy, passion, colorful and luxury.

Founders

Luciano Benetton, Giuliana Benetton, Gilberto Benetton and Carlo Benetton. The message about the brand by Luciano Benetton “we need to convey a single strong image, which can be shared anywhere in the world”.

Product Lines of Benetton

Clothing: Women’s wear, menswear, kids wear and underwear

Accessories: Bags, belt, footwear

Lifestyle: Perfumes, eyewear, travel bags, home collection, stationery

The core product line of Benetton is Clothing and it generates largest revenue to Benetton group

Different Clothing Lines

United Colors of Benetton:  Flagship brand – women’s wear, men’s wear

UCB Underwear: Inner wear for adults

Sisley young: Trendiest brand for young people of age 8-12yrs

Play life, Killer Loop: Sportswear brand

Hip site:  For young people of age 11-16yrs

UCB kids: Kids wear brand for kids below 11 yrs

Pricing range  of UCB is mid-high level.

Major Competitors   Zara, H&M, Gap, Mango, Espirit, Inditex

Branding

The muscle of the Benetton brand identity is value. Benetton brand conveys the message to customer about current events; it can make the customers feel insightful and positive. One of the factors for their success is the Brand image that is embedded in the customer’s minds.

Promotion

Ad Campaigns of UCB

The first channel Benetton used to build up community relations were through its Advertisements which always came up with public awareness of universal issues among the world’s citizen and it exactly proves what Luciano said about the brand. The campaigns of UCB were related to war, racism, AIDS or HIV, death penalty. All advertisements of UCB were the most controversial concept or criticizing and creating social all along. One thing which is consistent in their advertising is Cosmo approach.