Benetton hunts for ‘respect and desirability’ with new marketing strategy

Benetton is looking to establish a stronger brand identity and increase “respect” for the brand among consumers with a new marketing campaign and creative platform ‘Clothes for Humans’.
The new strategy aims to celebrate “the beauty of everyday moments and everyday emotions” through the brand’s clothes. To do this, the fashion retailer has divided its products into three categories; ‘dress up’, for job opportunities where a certain elegance i