Causes of the Benetton crisis
Posted: Sat Apr 19, 2025 9:34 am
Benetton Crisis: An Important Lesson for Franchising
Despite its glorious past, Benetton has gradually lost its identity, finding itself in difficulty in an increasingly competitive market. Here are the main causes of the decline:
Loss of brand identity and decline in communication
In recent years, Benetton has abandoned the strong and distinctive messages that characterized it . The neutral and standardized approach adopted has weakened its brand rich people data identity , making it less recognizable and engaging for the public. What was once a symbol of values and inclusion has become a brand that is no longer able to differentiate itself in a crowded market.
Another critical element was the lack of an effective communication strategy. Benetton, which in the past stood out for its impactful advertising campaigns and distinctive messages, stopped investing significantly in this area. In an era dominated by social media , this choice drastically reduced the visibility and appeal of the brand, further contributing to its decline.
Despite its glorious past, Benetton has gradually lost its identity, finding itself in difficulty in an increasingly competitive market. Here are the main causes of the decline:
Loss of brand identity and decline in communication
In recent years, Benetton has abandoned the strong and distinctive messages that characterized it . The neutral and standardized approach adopted has weakened its brand rich people data identity , making it less recognizable and engaging for the public. What was once a symbol of values and inclusion has become a brand that is no longer able to differentiate itself in a crowded market.
Another critical element was the lack of an effective communication strategy. Benetton, which in the past stood out for its impactful advertising campaigns and distinctive messages, stopped investing significantly in this area. In an era dominated by social media , this choice drastically reduced the visibility and appeal of the brand, further contributing to its decline.