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Benjamin Fitzgerald
Aug 2, 2016
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Benetton's latest 'Clothes For Humans' campaign shows new brand direction

Translated by
Benjamin Fitzgerald
Aug 2, 2016

Benetton produces clothing for humans. Up to here, nothing has changed. But, it's with this message that the Italian brand wants to renew its image. This summer, Benetton has launched a new advertising campaign dubbed 'Clothes For Humans', making up part of a new marketing and product philosophy.

A shot of the Benetton kids campaign 'Clothes For Humans' - photographe : Stefano Azario.

"Benetton clothing is designed to allow people to express their feelings and make the most of their experiences," Benetton said.

In other words, the brand intends to become part of the everyday, getting closer to the end customer, talking to them in a more "real", less staged way.

The campaign visuals, the first support material for this new philosophy, seek to represent a normal day in the homes of many, depicting a recognisable scene that transcends globally and thus, reaching the largest number of people.

The brand activity will include above-the-line, digital and social activity, as well as in-store elements. The brand is also launching a publication that is “50% product, 50% quality content”. It will be devoted to the “way human beings dress” and published four times a year, said the brand.

Benetton has also chosen to organise its collections into three new pragmatic approaches: 'Dress Up', more formal attire, "Dress Down", more relaxed, and finally, "Dress To Move", covering more active designs.

Campagne automne-hiver 2016-17 Clothes for humans de Benetton - photographe : Theo Wenner.

A new, more simplified website has been launched, while Benetton's physical stores are to be changed to better reflect the new brand image.


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