Today the Benetton group is one of the best-known fashion groups in the world, present in the most important markets in the world with a vast network of over 5000 stores; a responsible group that plans future development and makes the most of the present, with products that are attentive to the environment, human dignity and a society that promotes transformation. The Benetton group is made up of four fundamental elements: Color, Authentic, Fashion and Quality at democratic prices and passion for their work. These values ​​are strongly reflected in the strong and dynamic personality of the United Colors of Benetton brands. For buyers, choosing Benetton is a form of self-expression and personal satisfaction. The customer will be proud to own something extraordinary and will feel comfortable knowing they made a smart and informed decision. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Since its inception in 1965, the Benetton brand has challenged some social norms and supported issues affecting humanity; communicate this position through images that shock, make people reflect and raise awareness of the causes in which the brand believes. They include famous print advertisements and posters by photographer Oliviero Toscani: one depicting three human hearts and another depicting a newborn baby still attached to the umbilical cord, for example, the campaigns have included images of the pope kissing an imam; same-sex parents; people affected by war; and representations of diversity, whether related to race, religion or gender. Throughout the 1980s and 1990s the brand's penchant for courting controversy fueled the sales fire, leading the Benetton chain of stores to reach 7,000 worldwide in 1993. But then its fortunes changed and, as the brand awareness was still high, sales were not. Benetton's business model of not following fashion trends and only changing them seasonally meant that it began to fall behind its trendier fast fashion rivals like Zara. Sales have been slow, increasing only 2% between 2000 and 2011. Benetton's new campaign therefore features adverts promoting a diverse group of women sharing experiences of life-changing events, while wearing the brand's knitwear. It's certainly tamer and more product-oriented than previous ads, but it ties in with the Women Empowerment program launched last month. Benetton has therefore identified two factors that will play a greater role in the new phase of communication and social commitment: younger consumers and campaign measurement. According to Benetton, young people are their main target since young women can bring about change by being more aware and sensitized on these issues. The company agrees that young people and young families play a crucial role for the brand because they are more aware and more willing to deal only with companies that act responsibly. Thus the Benetton group chose young people up to the age of 30 as a fruitful audience for its campaign. They eventually launched the campaign with phrases like “end violence against women now!” where they allowed many young women under 30 to participate wearing a red Benetton t-shirt demonstrating that women are also stronger in every aspect compared to men. And their campaign was welcomed wholeheartedly by many of the nations that support women's emancipation and that make Benetton reach the limits it had lost a few decades earlier. The Benetton Group's ethic is to combine the growth of.