Benetton set for image overhaul

United Colors of Benetton has appointed its first chief merchandising and creative director as it looks to recreate the success it enjoyed three decades ago.

/i/v/f/BenettonAd.jpg

Former Levi Strauss designer You Nguyen has been named to lead the overhaul. He will be responsible for redesigning Benetton’s brand identity, in-store architecture and the clothing collections.

United Colors of Benetton was a leading European fashion brand in the 1980s, led by edgy ad campaigns that played on race, gender and relgious stereotypes.

It has since lost its market leading position to brands such as Zara, Topshop, Gap and H&M.

The Benetton Group has 35 stores in the UK and reported global net income of €102m (£88.5m) for 2010, down €20m (£17.9m) on the previous year. The Group blamed the increase in raw material costs for the decrease.

Nguyen says: “The brand’s future depends chiefly on its staying loyal to its identity, on its solidity and time-honoured ties with such values as design, architecture and innovation.

“I think my ’foreign’ sensitivity will help to see and interpret that future through new eyes…”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here