Introduction

The Benetton Group is a native Italian company whose core business is clothing. Founded on 1945, Benetton has reached 120 countries with more than 5,000 stores located around the world. With estimated sales around 1.7 billion euros at the end of year 2004, Benetton is still one of the largest retail clothing companies in the world. But as stated in its own company's Website, sales of Benetton products have fallen from 2,098 billion euros in 2001 to 1,686 billion euros in 2004.
In this paper we will analyze, the role that some external influences have taken on the drop on sales for the Benetton Group. We will also try to find a link between Benetton's controversial advertising campaigns around the world and consumers perceptions towards the brand's products.

Benetton's advertising campaigns

In 1989, Benetton became the first company to eliminate pictures of its products from its advertisements. In their place, Benetton uses images of AIDS victims,......

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Title: External Influences In Consumer Behavior
Approximate Word Count: 1488
Approximate Pages: 6 (250 words per double-spaced page)

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