Italian clothing brand the United Colors of Benetton has launched a new unifying creative theme for its products and marketing philosophies.
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“Clothes for humans” will be the theme for a new website, campaign and product lines at Benetton as well as a series of in-store initiatives focusing on the philosophy that clothes should empower people to express their emotions.
The initiative will launch from late July, when three new product lines will be released.
There will also be a new advertising campaign, and the Benetton website will be relaunched.
Some stores will be redesigned, and the company is aiming to make shopping into what it calls a “truly human moment”.
A new “magalog” hybrid between a catalogue and magazine will also be launched in stores.
All the new materials will focus on the ‘clothes for humans’ message.