Diesel/Benetton Diesel Vs. Benetton -- Term Paper

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Even if the consumer disagrees with the advertising, the sharpness of the image will remain in his or her mind -- no one can forget a Benetton ad.

Conclusion

The ability of both Diesel and Benetton to use such advertising is partly due to the fact that both companies have their own stores. So long as consumers are curious, they may stop in a store to look more closely at image that is created by the brand-based and obscure nature of the company's advertising. Benetton's approach runs the risk of alienating more conservative young consumers, or simply not conveying the fact that the image of African tribesman is in fact an ad for clothing, while Diesel's approach may run the risk of pretentiousness or obscurity.

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In both company's cases, the beauty of the ad may overwhelm what is being sold in a more practically minded consumer. But at the higher end of fashion market, when selling casual clothing in specialty stores, no consumer will make a special trip to a store to simply try on a pair of generic jeans, or pay a premium price for fashionably distressed jeans or a bright alpaca sweater. The consumer must wish to feel as if they are making a statement to the world, that they are Diesel cool, or part of the United Colors of Benetton.

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