Benetton’s new positioning

For me Benetton was a brand of the 1980s and early 1990s. It was a family run business that pioneered the use of technology to automate clothing manufacturing in the face of globalisation. It has a famous series of adverts that provided progressive social commentary through shock tactics.
Benetton new positioning
It’s new positioning is a marked move away from this heritage. It’s ‘Clothes for Humans’ tag line moves the brand towards the everyday – almost norm core in its message. It positions the brands as clothes for everyone – more Uniqlo or Gap than designer wear.