Far away from fashion stereotypes, real moments and real emotions are what life is all about! That is the message behind ‘Clothes for Humans’, the brand new United Colors of Benetton’s (UCB) product and marketing philosophy. Starting this summer, Clothes for Humans will be the unifying force behind three product lines, a global campaign, a brand new website and a series of in-store initiatives and materials, including the ‘magalog’, a hybrid between a magazine and a catalogue that will be distributed in Benetton stores worldwide.
The Clothes for Humans philosophy starts from here: Benetton’s clothes should empower people to express their emotions and get the most out of the experiences they live. Dress Up: the smart elegance for work and special occasions. Dress Down: the relaxed style for every moment of the day. Dress to Move: functional garments for a sporty lifestyle.
The three product lines, like all future collections, revolve around knitwear, one of three brand pillars that Benetton intends to focus on and add value to through all its activities. The advertising campaign shows diverse, genuine and expressive real people. The campaign will be published worldwide, online and offline.
The clothing brand released its new website www.benetton.com, in which a simple but contemporary design will take on the task of letting current and new customers into the Benetton world.