Brand Comparison

Carracteristique / NAME	Benetton	The Kooples
Logo	Bicolor: Green and White. Sober	Bicolor: Black and White Sober
Creation date	1965	2008
Brand DNA	A global brand, and one of the most well known in the world, United Colors of Benetton has an international style that combines color, quality and fashion.Each season the womenswear, menswear, childrenswear and underwear collections offer a total look for everyday, for work and for leisure, in the city and outdoors. Style of  United Colors of Benetton is casual and provocative (in terms of colour).	The name is the concept :Play on the exchange of clothes inside the couple A style chic and quirky More than a brand, it's a unniverse
Slogan	UNITED colors of Benetton	Un vestiaire pour 2 "1 Cloakroom for 2"
Positionning	Globally-recognized brand with over 50 years of history, strong social concerns and sustainable company policy, wide product lines for different audiences (women, men, kids, accessories, etc)	The indispensable brand of trendy couples Can go shopping together
Colors	Very Colorfull way of thinking. Bright and intensive colors of wide range	Few color in the collection. Black/ White, Camel
Music	Music is not a key brand indicator. There is no music on the website of Benetton, in stores music can vary from country to country. Usually trendy singles or light music is put just for the ambiance	Label owned and launched by the brand "The Kooples Record"
Kind of advertising	Shocking advertising, attracting attention to social causes (racism, AIDS, starvation, etc)	Buzz for the launching of the brand : Advertising campaign : Adds with couples on it, without saying what it was promoting Adds showing each time a couple but not giving any information regarding the price. Only a nice picture of the couple, well dressed, and the name of the brand.
Market	120 countries, including emerging markets (e.g. India)	French now and English Market soon
Nb of stores	around 6000 present in 120 countries	70 in France, Planning to expend in UK
Target	Trendy people who look for casual style and well-recognized brands. They would never buy clothes from new unknown designer and prefer to buy fashion created by the experts at the affordable price.	Well off couples, looking for clothes with good quality and precise shape. People that are fed up with fast fashion and that pay attention to details  Accessible upscale
Muse	The muse of Benetton dates back to the start up of the brand in 1965, when the first colorful sweaters were produced by Luciano Benetton. Now colors are the means to attract public attention and communicate company values	Average couple: selected during savages castings in the street SO that the consumer can identified himself
Competitors	The major competitors of Benetton Group are Inditex (Zara, Massimo Dutti) - one of the worlds largest fashion retailer, boasting 5221 stores in 78 countries, H&M (2300 shops in 42 countries) and GAP inc. - corporation of 5 brands with 3100 shops over the globe.	No competitor have identic concept, but regarding price and kind of clothes : Zadig &Voltaire Berenice
Motivation of the Customer	History Experience	Symbol
Turnover	2,053 M€	37 M€