Get help now
  • Pages 3
  • Words 690
  • Views 344
  • Download


    Verified writer
    • rating star
    • rating star
    • rating star
    • rating star
    • rating star
    • 4.9/5
    Delivery result 5 hours
    Customers reviews 984
    Hire Writer
    +123 relevant experts are online

    The Benetton Group Essay (690 words)

    Academic anxiety?

    Get original paper in 3 hours and nail the task

    Get help now

    124 experts online

    Benetton, the world famous clothing producer, once again dives into social issues that the United States may not be ready for. The Italy based group is well known for their shocking world issue advertisements that only bear the company logo. In fact, Benettons advertisements traditionally do not feature the clothes it sells; only the issues play the lead role.

    After years of controversy over ads such as AIDS, war, interracial relationships, and priests kissing nuns, it may be time for Benetton to campaign about something other than controversial social issues, like clothes. On January 1, 2000, Benettons new advertising campaign wasnt about sweaters or pants, but about convicted murderers that are on death row. The death row ads feature portraits of American death row inmates in prison uniforms with the slogan Sentenced to Death. The ads give the inmates name, date of birth, crime, and expected method of execution. Within the campaign, inmates also talk about topics ranging from their childhood to their dreams, everything except their victims.

    According to CNN, victims rights advocates are outraged as well as are the individuals that lost loved ones to the profiled inmates. Once again, Benetton is faced with another controversy that could perhaps worsen their already poor US market share. According to the New York Stock Exchange, where The Benetton Group is publicly traded, it seems that the company has lost over ten dollars per share since their peak of 50 15/16 in January. This decrease could be attributed to many things, but perhaps the most significant was the February announcement that Sears would immediately pull Benetton designed clothes from all 400 of its stores that had been selling the Benetton USA line. The Benetton USA line was specifically designed for Sears when the two companies joined last summer to introduce a new line of juniors, kids, and mens apparel. Troubled by the campaign, Sears renegotiated its contract with Benetton to gain the right to preview future Benetton ad campaigns.

    A revised clause in the contract also gave Sears the ability to withdraw from the deal without penalty if the two parties were unable to agree on future campaigns, according to CNN. Regardless of these changes, the controversy was too significant for Sears to ignore due to the hundreds of consumer complaints that poured into the store after the campaign released. According to the February 21, 2000 article in Advertising Age, a Sears spokesman said the chain allied itself with Benetton because We thought they were past that and had come to a point where they were interested in selling merchandise. The whole episode is tragic, for the victims, for Sears and for Benetton.

    However, Sears is not the only one taking action against the company. According to CNN, it was announced on February 10, 2000 that the state of Missouri was suing Benetton for ads featuring death row inmates that reside in Missouri prisons. Missouri claims that the company deceived the state when it used the death row inmates as part of its ad campaign. The state thought the inmates were being interviewed for a project sponsored by the National Association of Criminal Defense Lawyers. In addition, according to the February 19, 2000 article in The Economist, a Benetton spokesperson in New York admitted that payment was made to two inmates for the rights to their likeness.

    The state accuses Benetton of fraudulent misrepresentation, trespass by deceit and trespass by exceeding the scope of consent. Although the problems with Sears and Missouri could have significantly decreased the overall value of Benetton, the fact remains that consumers ultimately decide the fate of a company by whether or not they shop there. It seems that sources such as CNN, Wall Street Journal, and Advertising Age, among others, have touched upon US consumer reactions to the new ad campaign. Overall, it is not being accepted well in the United States and an already weak market will continue to weaken as long as Benetton refuses to change its US advertising techniques. According to the Washington Post, Benetton is standing by its campaign. In fact, its US director of communications stated, Once again, its very hard for people to see what were doing and understand that its

    This essay was written by a fellow student. You may use it as a guide or sample for writing your own paper, but remember to cite it correctly. Don’t submit it as your own as it will be considered plagiarism.

    Need custom essay sample written special for your assignment?

    Choose skilled expert on your subject and get original paper with free plagiarism report

    Order custom paper Without paying upfront

    The Benetton Group Essay (690 words). (2019, Feb 04). Retrieved from

    Hi, my name is Amy 👋

    In case you can't find a relevant example, our professional writers are ready to help you write a unique paper. Just talk to our smart assistant Amy and she'll connect you with the best match.

    Get help with your paper
    We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy