United Colors of Benetton and its

Sustainability practices

Presented by- Tulika Raj

MFM 1st sem
Content
 What Sustainability is?
 Domains of Sustainability
 Some steps to practice Sustainability
 Sustainable development goals
 Introduction to UCB
 History of UCB
 Marketing Campaigns of UCB
 UCB’S apparel business brands
 Products of UCB
 Sustainability practices of UCB
 Conclusion
 References
2
 What Sustainability is?

 Sustainability is acting in such a way that helps

the environment or at least injures it less so as
to keep things running for the next generation.

 Sustainability is not just developing new

technologies or using renewable resources.

 It involves small everyday actions as well as

recycling and composting when you can.
3
The three domains of
sustainability
 Environmental Sustainability

 Economic Sustainability

 Social Sustainability

4
•Social+ Economic
Sustainability =
Equitable

•Social+
Environmental
Sustainability =
Bearable

•Economic +
Environmental
Sustainability =
Viable
5
Some ways to practice
Sustainability
 Reduce, Reuse and Recycle
 Ditch the plastic
 Change the lights in your house
 Water conservation
 Chemical management
 Tree plantation
 Unplug the device when not in use
 Choose renewable energy etc
6
Sustainable development goals
to transform our world
 No Poverty
 Zero Hunger
 Good Health and Well-being
 Quality Education
 Gender Equality
 Clean Water and Sanitation
 Affordable and Clean Energy
 Decent Work and Economic Growth
 Industry, Innovation and Infrastructure etc
7
Introduction to UCB
United Colors Of
Benetton

9
 Benetton Group is a global fashion brand based
in Ponzano Veneto, Italy.

 CEO-Jean-Christophe Tellier

 The name comes from the Benetton family who

founded the company in 1965.

10
 The company produces 110 million
garments every year,90% of which is
manufactured in Europe.

 The total turnover is over 2 billion

euro each year.

 Benetton has a network of about 6500

stores in 120 countries worldwide.
11
History of UCB
 Benetton was started in 1963 as a small Italian
company that produced hand-knitted wool
sweaters in classic colours.

 To appeal to the rapidly growing youth market

the company decided to produce the sweaters
in bold, bright and in fun colours.

 After this the company name was changed

from "Benetton" to "United Colors of Benetton."
12
 United Colors of Benetton has become more
famous for its radical and innovative approach
to advertise its clothing.

 In addition to the advertising, Benetton

launched an international magazine “Colors’’ in
1991 that is dedicated to its multi-racial and
multi-cultural attitude.

 The success of the magazine, catalogue, and

provocative advertising has turned a small
family-owned business into a global 120
13

country-wide franchise.
Marketing Campaigns of
UCB
 United Colors of Benetton has the most
interesting history when it comes to the
advertisement campaigns.

 Throughout each campaign they wanted

to shock the public and they do so by
using photography.

 Their main idea is to use Shock- 14

advertising.
 In their advertisements they deal with issues
that was maybe big new during that year,
issues that people don’t really want to talk
about or deal with like HIV, wars and even
hunger.

 However from the begging the company used

shock-advertising it is just in the begging they
were more subtle, where as the years
progressed they started to use photography of
naked people like the HIV campaign.
15
All are United
1984 campaign

Everybody is
united by the
Colors of
Benetton. No
matter your
race, culture or
sex.

16
The 1989 Black
and White
Campaign

In this campaign
they shocked
the public with
the photography
where black and
white are
united.
17
United
Colors 1990
Campaign

It expresses that
all the colors are
united and also
using the multi-
racial theme.

18
 The 1992 Real
Life Campaign

Showing real life

events that
happens around
the world.

19
The HIV 1993
Campaign

An awareness
campaign about
HIV.

20
Unhate
Campaign 2011

The Unhate
campaign is
showing
politicians from
different
countries kissing.
They wanted to
depict world
peace and it
starts with 21

politicians.
United by
Half
This campaign
talks about
gender equality
and women
empowerment.
It will be
launched on 8th
March 2019 on
the occasion of
International
Women’s Day. 22
Benetton’s five apparel
business brands

1. UCB- flagship brand

2. Sisley- the trendiest brand
3. The Hip Site- the newest group brand
4. Killer Loop- sportswear
5. Playlife- sportswear

23
Products offered by UCB
 Shirts
 Tops
 Casual Shoes
 Jeans
 Sweaters
 Trousers
 Shorts
 T-shirts
 Bags and Accessories etc 24
Jeans

25
Topwear

26
Jackets and Coats

27
Shoulder Bag

28
UCB’s Sustainability practices
Detox
commitment
Benetton Group
participates to the
Greenpeace Detox
program that demands
fashion brands in
commiting to eliminate
the use of all hazardous
chemicals by 2020 and
requires their suppliers
to disclose the releases
of toxic chemicals.
30
Sustainability and
Logistics
 The company uses a system to monitor logistics
services suppliers through the collection and
evaluation of data on CO2 emissions can help in
determining strategies to reduce the emissions
from transportation.

 Packages are placed in the vehicles in a space-

efficient manner.
31
 The same amount of goods are
carried across to Italy and Europe
with 20% fewer vehicles.

 This has led to a 25.8% cut in

overall CO2 emissions from
transportation which is equivalent
to about 511 tons of CO2 per year.

32
 Eco Innovation: The B-
Wool
 Benetton Group is working with Benind S.P.A
Research & Development to produce a new
generation of wool garments that can be washed
in any domestic washing machine.

 Do not face felting problems and significantly

decrease water consumption.

33
 The technology they are developing
to reach these objectives is based
on a national research and
development project called:
“Knitting wool garments and cotton
fabrics with innovative properties
obtained by atmospheric plasma
processes with low environmental
impact”.

34
Eco-friendly
paper shopping
bags
Since January 2010,
customers buying
from any of the
Group’s stores have
been taking their
purchases home in
eco-friendly white
craft paper
shopping bags 35
United Colours of Benetton earns RDS
certification

 RDS certification of UCB is also beneficial in

sustainable practices.

 United Colours of Benetton has obtained

Responsible Down Standard (RDS) certification
which safeguards the welfare of geese and
ducks that provide down and feathers used in
Benetton’s collections.
36
 Their goal is to reassure their sales
network and final consumers that
purchase Benetton products helps in
protecting and improving the living
conditions of geese and ducks.

37
 United Colors of Benetton is committed to
making its collections more sustainable to both
environmental and social point of view.

 Recently, the company was named Detox

Leader in the Detox Catwalk, a yearly ranking
published by Greenpeace to recognize brands
that have made important steps to reduce the
presence of chemical substances in their
collections.
38
 Benetton has also taken other
actions, including reducing the use
of cardboard in its packaging and
using organic cotton and natural
dyes in its garments.

39
Conclusion
 Sustainability and its brief introduction and also
the factors of Sustainability to understand how
Sustainability is important for environment.

 Overview of UCB and its history have been

discussed to know about the company.

 UCB Sustainability practices have been discussed to

understand which sustainable practice is fruitful to
our environment. 40
References

 http://www.circularecology.com/sustainabilit
y-and-sustainable-
development.html#.XA5AY1UzbIU
 https://www.un.org/development/desa/disa
bilities/envision2030.html
 http://iml.jou.ufl.edu/projects/fall01/braun
/frames.html
 http://www.benettongroup.com/sustainabilit
y/environment/
 https://responsibledown.org/united-colors-
of-benetton-earns-rds-certification/

41
THANK YOU