Alexandre Raoul Louis Raymond

Brand Development Project

BA Fashion marketing & communication, Level 6, 2021-2022
6FAMK002C International Branding and Sustainability
CWK2
Teachers: Rut Turró, Linda Reichard
Word count: 2972
 Table of Contents
1.Introduction –
2.Why expand your business? –
3.Internal analysis –
-Key Resources
-Sustainability, social and cultural consideration

4.Pestel –
5.The international environment -
-Market Scope and Trends
-Competitors Analysis & Porters Fives models
forces
-Consumer
-Media distribution

6.Market entry strategy –

7.Marketing Strategy –
-Positionning
-Target & Objectives

8.Marketing Mix –
-4P
-Target communication
-Communication Plan
-Kpis

9.Sustainability Strategy –
-Current sustainable challenges
-Improvement

10.Conclusion –
11.Appendix –
12. Bibliography –
INTRODUCTION

Current situation and desired future
Benetton is a global group, which manufactures its own
clothing collections. It is a company founded in 1965 by
the Benetton family. Of Italian origin, the group is based in
Italy and nowadays it is a worldwide company operating in
120 countries .The brand has now more than 5000 stores
around the world and firstly became known for its sweat-
ers.
Nevertheless, since the 2000s, Benetton is currently in a backward position com-
pared to its competitors.The brand is not responding to the needs of consumers
and the evolving fashion scene.The brand has not adapted to the current times and
the changing global situation the world is going through.
As a result, Benetton has lost its popularity and the leadership that built the brand
identity to the benefit of its competitors: the new big fast fashion brands such as
H&M and Zara. Therefore, Benetton needs to regain the leadership that made the
brand one of the major players in the fashion market in the 90s by establishing a
unique strategy to develop its business.

Over the years, the brand has diversified its ready-to-

wear line, while defending the environment and humanity.
Its bright and colorful collections represent all individuals,
whether they are white, black or yellow.

In the 80’s, the group became a marketing reference in

its partnerships, sponsorships and advertising campaigns
where the group did not fail to appeal to the population
to fight against hate. Its communication strategy is mainly
developed around an emotional storytelling able to touch
people’s feelings. It is through the spread of social and hu-
manitarian issues ads and campaigns that the brand is able
to reach its audience.
 Why expand your business?

Why expand your business?

In order to establish a unique and effective strategy to grow Benetton’s busi-

ness, the sportswear industry appeared to be one of the strongest opportuni-
ties to diversify Benetton’s sources of sales. Firstly, Benetton aligns itself with
the vision of sports activities and shares different values compatible with the
field of sports, for instance with diversity and inclusion being one of the biggest
values that Benetton relies on.

These same values can be found in

sport, which defends diversity and re-
spects but also the fight against racism.
This social commitment is therefore
compatible with the products that Ben-
etton could bring to this new industry. Finally, healthy lifestyle is a growing
It will also benefit Benetton since the trend in our society, indeed people are
sportswear industry targets the same more and more concerned about what
category of consumers that the brand they eat but also about their physical ac-
addresses: the Y and Z generation tivities and appearance, thus the young
that follows and participates in sports generation as well as the older ones are
events. using activity trackers and connected
watches to get data about their sports
Moreover sport is not an unfamiliar sec- performances and health issues. They
tor for Benetton and corresponds to are willing to spend more on sporting
the identity of its brand since the brand goods and sportswear brands.
has always sponsored major sporting
events in its history including Formula
1, rugby, basketball and volleyball.
 Internal Analysis
Key Resources
First of all, one of the main assets of Benetton is its reputation among consumers.
Indeed, Benetton’s identity is recognised by consumers for its colourful clothing and
green labels on each item as visual elements, and for its respect for cultural diversity
and the good quality of its products as values. The brand is mostly known for its bright
colors,the Group has a well-established identity of colors, authentic fashion, quality
at democratic prices and passion for its humanitarian contribution: these values are
reflected in the strong and dynamic personality of Benetton.
Benetton is commiting advertising internationally. It is with shocking advertisements
that Benetton has been able to stand out among the multitude of images presented to
the public eye with a positioning on diversity, a theme adopted only in recent years by
other brands. However, the Benetton brand has sometimes pushed the provocation
very far, which has led to violent reactions from social organisations or the public.
Nowadays, Benetton is much more than a fashion brand, the parent company of Ben-
etton is diversified and manages among others railway stations, airports, cell phones,
as well as a Formula 1 team bought after numerous sponsorships.
SUSTAINABILITY, SOCIAL AND CULTURAL CONSIDERATION
For Benetton, environmentally awareness and social consciousness issues are a cen-
tral theme. It is no coincidence that the brand has worked with humanitarian causes,
allowing it to communicate on a universal level. Throughout the years, the compa-
ny has always used its communication channels to spread social messages. Benetton
wanted and wants to contribute to the injustices and problems of the world by gen-
erating solution-oriented discussions.
In addition, Benetton takes environmental issues into consideration by implementing
new sustainable technologies. Benetton identifies itself as leader in fashion detoxifica-
tion. Being recognised worldwide as a company that drives the shift by eliminating en-
vironmentally contaminating chemicals in its garments. It also uses sustainable cotton
and other materials linked to environmental protection. Benetton gets various animal
welfare certificates as well, which has a strong impact on this trend.
Finally, the company believes that respect for human rights as well as ethical activism
are important for the economic growth of the brand. With this in mind, Benetton
has adopt all types of actions against all types of slavery related to the supply chain,
thus supporting human rights. In addition, Benetton’s selections of suppliers focus
not solely on competitive pricing, transparency and product quality, but also on their
respect for ethical, social and environmental integrity.

Values and personality: environmental, social and cultural engage-

ment, italian quality, authenticity, democratic price, international-
ity, colors uniqueness. STRENGHTS WEAKNESSES
Mission statement: A company whose objective is to obtain the -Italian Heritage -Shocking Ads
MESSAGE, best level of quality materials in all of its products, processes and -Countries presence (high number -No well-target consumer
VALUES, services by using the most authentic Italian textile at a democratic of stores) -No up to date with trends
MISSION price. Always performing in a responsible and caring method tak- -High number of Factories -Homogenous stores ( no experi-
ing into consideration the environment and human aspect. -Recognition: colours and quality ence no adaptation to different lo-
AND VISION cations)
-Innovative communication
STATEMENT Vision statement: Benetton Group doesn’t focus only in relation -Strong supply chain : vertical inte- -Not enough entertainment : physi-
to its business, but has always thought globally. Its vision is to gration of suppliers cal and online
create value, and act as a means for contributing to the universal -Modern Tech : Reduce production -Few endorsements and collabora-
progress concerning ethnicity, cultural and religious differences. cost and accelerate production tions
-Sustainability and ethical consider- -Not responding to consumers re-
Message: A brand that underlines the freedom of expression ation quest
through clothing, by focusing on cultural and social diversity.
 PESTEL Analysis
Political Social
Italy is a democracy with a stable political landscape, nevertheless Italian citizens are not Italy has a population of 59.4 million, of which more than 85% are Catholic. More than a
satisfied with the Political service and elections the rise of far-right politics has been a cause religious role, the Church is present everywhere, in social, political and economic life. In-
of major issues for the country. Tensions between the governing partners, and disagreement deed, 71.2% of the Italian population lives in urban centers, while 28.8% lives in rural areas
over policies and election pledges have affected the country in the last few years. Moreover (EuroStats 2021). Nevertheless, with a median age of 47.3 years (Worldometer 2021), the
Tension about Covid-19 can be felt throughout Italy where riots are happening in many cities Italian population is rather aging and declining. With less than 1.3 children per woman, the
in Italy protesting against the government due to the obligation of the sanitary pass. Italian birth rate is the lowest in Europe (Worldometers 2021).
Regarding the trade agreements, Italy is a member country of the European Union and
where it demands certain regulations from its member countries. Italy is also a member
of certain major and powerful global institutions such as the World Trade Organisation,
United Nations, the Organisation for Economic Co-operation and Development (OECD)
and G7. Furthermore Italy is by far one of the most corrupt countries in the EURO zone

(Britannica 2020)
in 2019 and was ranked 52 out of 180 countries (Transparency International’s Corruption
Perception Index 2021).In addition, Italy holds a special relationship between politicians and
the media, a legacy of the Silvio Berlusconi era,where journalism and politics have always
been in harmony.

Economie
In terms of economy, Italy is one of the coun-
tries with the strongest economy in the world, it Italians are still accustomed to traditional media such as television, with 136 minutes per
is the 8th largest economy in the world and the day in front of the television. Moreover, Italians are very satisfied with their family relation-
third-largest national economy in the European ships, friendships and health. Women also play a role in society outside the home, such as
Union with a GDP of 1,886 billion USD (World increased participation in higher education and the professions. Soccer is the most followed
economic Forum 2020). Italy is above the aver- sport by Italians, with a competitive national team and a world-renowned championship,
age economic level and this is reflected in the soccer for Italians is more of a religion than a sport.
average salary which is 2600 euros per month,
as opposed to 2200 euros per month for the
European average (OECD 2021) . The country’s
VAT is 22%. Technology
However, Italy has a high unemployment rate
of 9,2% (Trading Economics 2021) and measures
Italy represents one of the top Europe countries (along with Germany. Uk and Poland)
have been taken by politicians to counter the
corona virus crisis by imposing a ban on layoffs concerning the digital evolution. The country is currently advancing and introducing
for large companies (OECD 2020). Geograph- new digital tools.Italy is following the digitalization trend. Internet penetration in Italy
ically, the Italian economy is characterised by stood at 83.7% in January 2021 and has more than 50.54 million Internet users (Digi-
important regional contrasts between the highly talReport 2021). Also, the development of 5G is also gradually taking hold in the Italian
developed north, which has the lowest unem- landscape where today 5G is offered in nine cities including Rome, Turin. Florence and
ployment rate in the country, industrialised and Naples. Finally, Italy has more than 105,000 high-tech companies in all sectors and is
dynamic and the more rural south, which suffers the market leader in robotics in Europe.
from a high unemployment rate .
(Trading Economics 2021)
Environmental Regarde trade regularization, there are 3 types of agreements:
-Customs unions (elimination of customs duties in bilateral trade and introduction of
In matters of environment, Italy follows the environmental restrictions of the Euro-
a common customs tariff for foreign importers),
pean Union and is a signatory of the Paris agreement aimed at reducing their green-
-Association agreements, free trade agreements and economic partnership agree-
house gas emissions, it is a legal international treaty on climate change its objective
ments (elimination or reduction of customs duties in bilateral trade),
is to limit global warming to a level well below 2 ° C. Regarding to the population,
-Partnership and Cooperation Agreements (provide a general framework for bilateral
sustainability is important, based on the The Istituto Piepoli survey, sustainability is
economic relations and do not modify tariffs).
no longer a niche for Italians and they are attentive to their actions (Enelgreenpower
2019). Indeed, Italy was the first country to incorporate climate change sustainable
Italy also has economic legislation that includes provisions on copyright. Intellectual
development into its academic programs.
property includes works of art and original works protected by copyright ( 50 years),
and scientific/technical inventions protected by patent (20 years).

LEGAL
Italia follows the legal rule of the European Union which include : anti-trust law,
discrimination law, Consumer protection and e-commerce, Employment law, Health
and safety law, Data Protection and trade Agreements. Moreover the government
in Italy encourages foreign direct investment by offering incentives subsidised loans,
cash grants and tax credits. Setting up a business by the locals or foreign investors is
relatively easy.
 -Italy

The international environment

(PwC 2020)
Market scope and trends

Sportswear has gained popularity as an emerging market, it is a dynamic and grow-

ing industry. Indeed, sport has become an integral part of people’s daily routines,
Competitors
thanks to the increasing desire for well-being, the desire to lead a healthy and ac-
tive life and a new cult of beauty and physical fitness.The global market size was The main competitors of the sportswear industry in Italy are Nike with 13,5% of the mar-
estimated to be $288.42 billion in 2020 and is expected to reach $439.2 billion by ket share in 2018,followed by Adidas with 11,8% , then by Decathlon with 8,2% and finally
2026. (Statista 2021). In addition, in Italy, the sportswear size prediction will in- Puma with 4% and Kappa with 2,6% of market share.
crease at a compound annual growth rate (CAGR) of 2.5% to reach 7.1 billion euros
in 2023 . (PWC Euromonitor International 2018).

(PwC Euromonitor International 2018)

As a result, Sportswear is rising strong-
ly due to the societal trend in favour of
healthier and a more active lifestyle in all
age categories . Activities such as aerobics,
swimming, running and yoga by consumers
are driving the market growth. In particu-
lar, trendy and fashionable sports apparel
increase in popularity and sports apparel
among teenager are anticipated to provide
growth opportunities .
Moreover, the covid-19 has impacted
the revenue of the sportswear industry
in 2019 and 2020 , nevertheless it has
opened up other opportunities notably
due to the implementation of the lock-
down. Consumers continue to spend time
at home exercising, therefore, one of the
new trends is athleisure: leggings, sweat-
(Statista 2020)
pants and loungewear are quickly becom-
ing a staple in our wardrobes.
In addition, the sportswear industry is a
major polluting industry, the reliance on
plastics and petroleum-based materials
such as Polyester, Spandex and Nylon re-
main the main challenges for brands today
to achieve the goal of a sustainable sports-
wear market. .
Finally, in the sportswear industry, it is
common to see permanent price wars on
a large number of products and brands, the
sportswear market seems is very compet-
itive with well established companies such
as Nike, Adidas or Puma, which makes the
competitive environment quite intense.

Analysis
When it comes to buying sportswear or running gear, the first options are definitely Adidas
or Nike. These brands are the most important in the world in the field of sports, accompa-
nying many elite athletes in all their sporting events. Nike and Adidas are two brands that
are not only for athletes, but are also useful in the consumer’s daily life.
Nike promotes its products and a genuine lifestyle through its great advertising campaign
and sponsorship. The brand associates its name by creating successful collaborations with
the world’s greatest athletes such as Michael Jordan.
Adidas distinguishes itself by being at the forefront of the world’s biggest sporting events.
Also, Adidas is more innovative on its products by aiming a maximum of technical progress
on its clothes and shoes. It offers a variety of products that NIKE puts in place for all sports
disciplines, but Adidas follows the sportswear communication of Nike by providing a philos-
ophy of life more than a product.
Secondly, Decathlon adopts a different strategy from these marketing and advertising giants.
Decathlon’s mission is to make sports accessible to everyone around the world, and has 20
trademarks. By offering several products under different brands, Decathlon ensures that all
sports equipment is available at affordable prices while offering quality products. Decathlon
also focuses on all items for less popular sports such as archery, setting itself apart from the
competition.
Finally Kappa is a historical Italian sportswear brand and appears as the 5th competitor
on the Italian market, the brand has adopted a positioning for several years. Its sponsor-
ing strategy is mainly aimed at the rugby and soccer market. Combining sport and lifestyle
it follows the footsteps of NIke and Adidas and brings a more streetwear side, the brand
launches collaborations with athletes and artists adding design to their product range.
Porter’s five-forces model : Sportswear Industry
1-Threat of new entrants : Risk Low
Brand image building ,In the sportswear industry brand image is one of the major assets
brand, and to have the trust of consumers can take years to create values and identity.
Capital requirements, It takes a significant amount of financial and human capital to devel-
op products, manufacture them with quality and affordability.
Specialized industry : The sportswear industry use several textile technology and patent
in order to be the most competitive possible .
2-Threat of substitute : Risk Low
Low switching cost for consumer : Clothing is a fundamental element that is always in de-
mand. As global interest in sport continues to grow demand for sports apparel and acces-
sories is expected to grow.
Style and fashion trends also play a significant role in the industry. While the functionali-
ty may be the only factor a professional athlete considers, the everyday consumer cares a
lot more about looks and style.
3-Buyer power : Risk High
Wide choices : Customers have a wide range of choices when it comes to shopping for
clothing and accessories for their favorite sports article. Moreover, with online shopping
customers can quickly and easily buy at the lowest price for a similar product. Certain
companies such as Decathlon ensures that all sports equipment is available at affordable pric-
es .
4-Supplier Power: Risk Weak
Companies dominate suppliers : Sportswear suppliers often sell materials to compet-
ing companies. Larger buyers get cheaper prices from these suppliers by ordering larger
quantities than smaller companies.
5-Competitive rivalry : Risk high
High corporate aggressiveness : There is a high number of sportswear brand in italy,
moreover established companies such as Nike, Adidas makes the competitive environ-
ment quite intense. Finnaly it exists a price wars on a large number of products.
 Consumers
Media Distribution
(Statista 2020)

(Digital Report 2021)

Post-pandemic, Italian consumer spending rose to 244547.50 € million in the second quar-
ter of 2021 from €232954.30 € million in the first quarter of 2021. (ISTATS 2021)

In Italy the 18-34 years old group is purchasing the most

in term of apparel sportwear and spent in average 186
Euros annualy (Statista 2020). Also, despite the economic
impact of covid in Italy, Italian consumers put the intend
to splurge into the fashion apparels at the third place.It is
the generation Z and the millienials who drive this trend
(McKynsey 2021).

Moreover, In italy spending is more popular than saving,

(Digital Report 2021)

Italian consumers demand high quality products. There-
fore, they will be more concerned about product quality
and customer service than about discounts. When of-
fered a choice Italians prefer products made in Italy.

Lastly, Italians enjoy physical shopping , and they still

make daily and frequent purchases.Most consumers are
multi-channel shoppers, which implies that they buy both
in regular stores and online, while about 12.4 million peo-
ple use the Internet only to collect information about
products that they then buy through standard channels.

(LifestyleMonitor 2017)
 STRENGHTS
-Italian Heritage
-Countries presence (high number of
stores)
-High number of Factories
-Recognition: colours and quality
-Innovative communication
-Strong supply chain : vertical integra-
tion of suppliers
-Modern Tech : Reduce production
cost and accelerate production
-Sustainability and ethical considera-
tion
WEAKNESSES
-Shocking Ads
-No well-target consumer
-No up to date with trends
-Homogenous stores ( no experience
no adaptation to different locations)
-Not enough entertainment : physical
and online
-Few endorsements and collaborations
-Not responding to consumers request
Additionally, in the era of apparel brand collaborations, the two ompanies will com-
bine their resources and creativity to create a more powerful brand experience. This
collaboration between two great Italian brands with a powerful Italian heritage will be
an opportunity to share Kappa’s target audience which rely on teenagers and young
adults, a target more environmentally aware and conscious. Aligning the values of the
companies while promoting diversity and sustainability, will also boost the recognition
of both brands with the desire of consumers to buy their new unique collections.
Finally, another benefit of this collaboration will be the use of Kappa’s supply chain
by Benetton, as the production process of sportswear clothing and footwear uses
specific patents, technologies and materials such as polyester, elastane, polyamide,
membratex, dryclim. This is a whole new field to which Benetton must adapt for the
production of these products. Thus, with the help of the production combined with
the use of Kappa’s supply chain, Benetton will save a considerable amount of time and
money in order to be as competitive as possible in the sportswear market.

OPPORTUNITIES
-Growth of Sportswear market : con-
sumer willing to have a healthiern eth-
ical lifestyle
-Generation Z and Millenials
-Quality, Sustainability and ethical pro-
duction
-Athleisure, running trend
-Traditional Media channel : High Tele-
vision watch rate by italian people
-Sports team sponsorship and collab-
oration
THREATS
-High competitive presence
-Counterfeit product in sportswear
-High choice from consumer
-Research and Development: Innova-
tive materials, Patent sector
-Sportswear is the most polluting in-
dustry inside the fashion market
-Industry largely dominated by brand
image

Market entry strategy

In order to enter the sportswear market, a joint venture with the sportswear brand
Kappa seems to be the greatest opportunity for Benetton.
First of all, given that the market is very competitive, it is difficult for a new brand
to enter the sportswear market. Indeed, the brand image plays an important role
for sports brands, through their products they sell more than innovative or adapted
clothes for sportsmen but above all a lifestyle.
Indeed, sportswear is no longer exclusively dedicated to sports activities.Sportswear
is now strongly anchored in the clothing habits and constitutes today a clothing style
for many people. Creating an image associated with their products usually takes years
for sportswear brands. Brands such as Nike and Adidas are a clear example of this
brand culture and now rely on their brand image to promote their product. Thus,
to enter this market, Benetton will leverage the brand image and identity of Kappa,
which has been in the sportswear business for over a century.
 Marketing Strategy
POSITIONNING

To enter the sportswear market in Italy, the target market

for the new Kappa By Benetton collaboration will be men
and women; millennials (25-40 years old) and Generation
Z (15-24 years old). Primarily digital natives, these genera-

Objectives
tions include students and young workers whose increased
health awareness and changing workplace culture have
Target raised the comfort level of wearing sneakers and sweat-
pants to work. In addition, with the trend toward maintain-
& ing a healthier lifestyle and sustainability, these are the two
most environmentally conscious targets but also the top
category of sportswear purchasers.

To succuessfully grow Benetton’s revenue by 10% in one

year. The main marketing objectives of this collaboration
will be to raise brand awareness and demand around the
new sportswear range of products, increase profitability
and increase customer loyalty by repeated purchasing.
 Product
Benetton will sell these products under the collaboration of Kappa with the name:
Kappa By Benetton.
Their collaboration will produce several collections, the first line of clothing “Benet-
ton Life” will be aimed at 15-24 years old. It will be dedicated to sportswear with a
streetwear and lifestyle side that consumers can adapt to their everyday life. With a
more elaborate design, this collection will emphasize sustainability with con-
sumers, adopting an eco-responsible production method.
In addition, a second line “Benetton Sports” will be based on the
sports aspect mainly aimed at the 25-40 years old. As athleisure
and running are growing, this line will be dedicated to the sports
performance that Benetton’s clothing can provide, integrating
sustainability as an asset for the brand. This collection will
bring a wide range of colors on each available product keep-
ing the essence of Benetton brand recognition.
Finally, sportswear basics such as jogging and sweatshirts
will be available to add a repertoire of less expensive and
more accessible products for consumers.
Pricing Strategy
Playing on its brand image and collaboration with Kappa, Ben-
etton will adopt a value pricing strategy. Building on the quality,
sustainability and durability of its products to differentiate itself
from its competitors, the perceived value to the consumer will be
reflected in each product of the new collaboration with Kappa, and the
consumer will be willing to pay more to embrace the new experience and
brand image offered by Benetton.Therefore,the new collections will range to a
middle-high price compared to competitors.
Distribution
In terms of distribution channels, Benetton will maintain its current distribution pat-
tern. To reach its target group, Benetton will rely on online distribution via its website
and physical distribution in its own stores. Benetton will not use Kappa’s distribution
channel, indeed Kappa does not have physical stores and relies on reseller stores for
its distribution strategy,as a result in order to have better control over these products
Benetton will use a selective distribution, it is necessary for Benetton to limit dis-
tribution in its own stores. Nevertheless, Benetton will use Kappa’s supply
chain to produce the new collections, as Kappa already owns several
patents for innovative textile materials. Thus the products will be
developed by Kappa and Benetton and distributed by Benetton
in its physical stores and Kappa and Benetton online websites.
Promotion:
Owned Media, Sponsorship and Paid Media:
To promote the Benetton “Life” line aimed at 15-24 year
olds, Benetton will develop an advertising campaign with
posts and live-streaming on their social networks. Also, a new
series of Youtube videos will appear retracing the behind the
scene of the collaboration with Kappa. In addition,in order to
target its core audience, Benetton will relie on influencer. Moreo-
ver Benetton will sponsor an e-sports team. Twitch streaming live and
E-sport is a fast growing sport that attracts a large number of young peo-
ple and is online channel that complement the values of diversity and self-im-
provement that Benetton wants to promote.
Finally, to promote the Benetton “sports” line aimed at the 25-40 age group, an ad-
vertising campaign on Instagram and Facebook will be set up, as well as an advertising
campaign on a more traditional channel : television, as the Italians are still a televi-
sion-consuming country. Integrating sustainability will be an asset to raise awareness
and for the brand message that we want to convey to this category of consumer, Ben-
etton products will showcase functional and emotional benefits for self-improvement
in sports, but also as an ethical and sustainable product.
 Communication Target

Profil persona KPI

In order to succefully measure the efficiency of the Kappa by Benetton collaboration
Target group 1 Target group 2
campaign, the following KPIs will be used :
Target group 1 Target group 2
The Contemporary generation Z Active millenials
The Contemporary generation Z Active millenials -Target reach
18-24 , Teenager and young adult The 25-40
-Customer satisfaction
18-24 , Teenager and young adult
Place of residence : Student accommodation, suburban areas
The 25-40
Place of residence : Live in the inner city -Brand awareness
Place of residence : Student accommodation, suburban areas Place of residence : Live in the inner city
-Average Click-Through Rate
Occupation : Full time student , part time student , young Occupation : Full time job -Site traffic
worker
Occupation : Full time student , part time student , young Occupation : Full time job
Inspiration : Inspired by ethical way of life, follow the news
-Average page views and time on site
worker
Inspiration : sports celebrities, environmentally conscious. and the various media closely
-Social Media Engagement
Inspiration : Inspired by ethical way of life, follow the news -Social Media Interaction
Inspiration
Lifestyle : sports
: Lives celebrities,
a rather environmentally
unorganised conscious.
life at university and Lifestyle : Livesand the various
an organised lifemedia closelylike changing
and doesnt
practices sports outside the university. Take life as it comes
Lifestyle
routines ,They take care of their appearance by eating PR:-Article mention
and get the: Lives
abilitya to
rather
adaptunorganised
to problems life at university
that and
arise. This con- Lifestyle
healthy : Lives
and an organised
practicing life and doesnt
sports activities. like changing
They follow their
practices
sumer sports
is very muchoutside the university.
influenced by fashionTake lifeonline
trends as it and
comes
is ownroutines
trend and,They
mixtake careathleisure
apparel of their appearance
with modern byand
eating
ele-
- Impact
and get the ability
very to adapt to
connected onproblems
social mediathat. arise. This con- healthy and practicing sports
gant activities. They follow their
clothes. -Audience
sumer is very much influenced by fashion trends online and is own trend and mix apparel athleisure with modern and ele- -Tone/Sentiment
very connected on social media .
Interest : Clubbing with friends, art galleries exploring and gant clothes.
Interest : Going out for coffees , still shop in stores as well as
shopping , preferes to shop on online channel online , enjoys working and practice sports.
Interest : Clubbing with friends, art galleries exploring and Interest : Going out for coffees , still shop in stores as well as
shopping , preferes to shop on online channel online , enjoys working and practice sports.

Communication Plan
 2- Improvement

Firstly, to improve Benetton’s sustainability in the Italian sportswear sector, Benet-

ton will rely on a sufficiency model. Indeed, a sufficiency model seems to be one of
the greatest opportunities for Benetton to connect consumers to the challenges of
sustainability. Although a sufficiency system is the most expensive sustainable busi-
ness model, as mentioned earlier, Benetton has the financial capacity and relies on
a strong supply chain to develop this sustainable strategy.

SUSTAINABILITY STRATEGY

1- Brief explanation of current sustainable challenges

Thus, Benetton will implement a
First of all, as mentioned in the internal analysis, Benetton takes into account system of customization of clothing,
sustainability and ethics in its business development. Indeed, Benetton is in- avoiding stock will first reduce the
volved in a circular project with packaging, in fact out of 350 tons per year
of plastic used 43 tons are recycled and used to create new objects and impact of consumption and waste
packaging. Benetton also ensures sustainability through its products, 80% generated by Benetton collections.
of the fibers used are of natural origin or are mono-fibers thus promoting Indeed, each product will be manu-
the recycling process.Furthermore, Benetton has added technological tools factured according to the consumer’s
to its supply chain such as the “End to End Visibility Control Tower” tools demand, thus avoiding the production
which allow to regulate the demand according to the needs of a point of and waste of clothes .
sale. Providing traceability on every Benetton product and thus reducing its
environmental impact. Another benefit of implementing a
customization system for the new
Nevertheless, entering the sportswear sector represents a real challenge for The customization of Benetton sportswear collections will be the
Benetton in terms of sustainability. Indeed, the sportswear market, which products will be done directly on- engagement created around the Kap-
relies on chemical materials, is the most polluting industry in the fashion pa by Benetton collaboration, the co
sector. The textile materials most used in this industry are cotton, polyester line through a platform created for
the occasion: Benetton Life. In ad- creation will offer a unique experi-
and nylon. Cotton requires a lot of water to produce, about 10,000 liters of
water for one kilogram of cotton, often used with fertilisers, it causes health dition, special labs will be set up in ence for the consumer who will be
crises and destroys biodiversity in rural areas of the world. Similarly, syn- the brand’s largest stores, and the able to create a one-of-a-kind piece
thetic fabrics such as polyester and nylon are popular materials for sports- flagship store in each major city to add to their wardrobe.
wear such as leggings, jerseys and running shoes. These petroleum-derived will have a dedicated space where
materials release micro-fibers that cannot be processed and are released customers can personalize their
into the sea, destroying marine biodiversity. clothes using a digital screen.
In addition, Benetton will also rely on circular models, moving
to a circular economy, Benetton will produce a new range of
eco-friendly collections. For a brand, manufacturing its products
with the lowest environmental impact is the key factor that al-
lows it to stand out.
To do this, combining comfort and technicality, without forget-
ting the planet, Benetton will change its manufacturing process by
introducing in its sportswear collections clothes made from re-
cycled materials such as polyamide and recycled polyester (PET).
In addition, to participate in a local development of sustainabili-
ty, Benetton will work in collaboration with the Italian company
Aquafil, which with the ECONYL® yarn, offers a nylon composed
of 100% regenerated materials.
Finally, Benetton will also communicate the sustainable and ethical benefits that the
brand implements in their product. In order to educate the consumer about the
Benetton production method, diverse social media campaign will be launch related
with their way of producing and using recycling material. Moreover a series of ep-
isodes will be made each year by setting up different pop-up stores in the biggest
cities of Italy.
Thus to establish a connection with the consumer through the re-use, the con-
sumer will live an authentic experience on the manufacturing process of Benetton’s
clothes, the Benetton pop up will also provide a repair system in where consumers
will have the opportunity to bring their torn or damaged clothes for any product
of the brand.
 Conclusion

To conclude , in order to expand Benetton business and diversify the

sources of revenues. The company will integrate the sportswear industry, boosted by
a trend of physical wellness and nutrition the sportswear market is growing rapidly.
A major asset for Benetton to enter this new industry is the brand aligns itself with
the vision of sports activities and shares different values such as diversity compatible
with the field of sports. Nevertherless, the sportswear market remains very com-
petitive, with a large panel of major brands such as Nike or Adidas largely dominant
over the other competitors. Thus, to differentiate itself from the giant sportswear
brands, Benetton will position itself as a sustainable and ethical brand highlighting its
quality products. Also, to better penetrate the market, Benetton will launch a col-
laboration with the Italian sportswear brand Kappa. Indeed, this collaboration will
allow the two brands to unite their means of production and distribution but above
all to combine their brand image to reach a larger number of consumers. Therefore,
aligning the values of the companies while promoting diversity and sustainability will

APPENDIX
also boost the recognition of both brands with the desire of consumers to buy their
new unique collections. Consequently playing on its brand image and collaboration
with Kappa, Benetton will adopt a value pricing strategy positioning itself as an ethi-
cal sports brand. Finally, the sportswear being a very polluting sector, Benetton will
set up a customization system on these products in order to reduce to the maximum
the waste of clothing. As a result, the brand will produce these garments in a more
sustainable way by using recycled materials and by collaborating with Aquafil, a com-
pany specialized in nylon recycling. Moreover the brand will communicate and edu-
cate consumers on the environmental benefits of these products on social networks
and by setting up different pop up stores in major Italian cities.
(Mckynsey 2021)
(Statista 2017)

(Statista 2018)

(McKinsey 2020v)

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