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Focusing on the unique marketing strategies of Benetton, the paper explores how the company combines fashion with social commentary, addressing issues of human equality and global challenges. It highlights Benetton's innovative promotional campaigns that provoke thought and debate, aiming to attract an audience that appreciates Italian style. However, these controversial approaches pose risks to the brand's reputation and market position, raising questions about the balance between being trendily unique and maintaining a commitment to social harmony.
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United colors of Benetton. A company of colors and controversies, Marion Maguire
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- Année de publication
- 2007
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