United Colors Of Benetton

January 23rd, 2013

UCB, is a global fashion brand and the world largest clothing manufacturer established in 1965. Now it is present in 120 countries totally 6500 stores with approximately 10000 employees all over world. It is a Europe based company with strong Italian character. Benetton is the leader of high fashion which is the combination of innovation, quality, energy, passion, colorful and luxury.

Founders

Luciano Benetton, Giuliana Benetton, Gilberto Benetton and Carlo Benetton. The message about the brand by Luciano Benetton “we need to convey a single strong image, which can be shared anywhere in the world”.

Product Lines of Benetton

Clothing: Women’s wear, menswear, kids wear and underwear

Accessories: Bags, belt, footwear

Lifestyle: Perfumes, eyewear, travel bags, home collection, stationery

The core product line of Benetton is Clothing and it generates largest revenue to Benetton group

Different Clothing Lines

United Colors of Benetton:  Flagship brand – women’s wear, men’s wear

UCB Underwear: Inner wear for adults

Sisley young: Trendiest brand for young people of age 8-12yrs

Play life, Killer Loop: Sportswear brand

Hip site:  For young people of age 11-16yrs

UCB kids: Kids wear brand for kids below 11 yrs

Pricing range  of UCB is mid-high level.

Major Competitors   Zara, H&M, Gap, Mango, Espirit, Inditex

Branding

The muscle of the Benetton brand identity is value. Benetton brand conveys the message to customer about current events; it can make the customers feel insightful and positive. One of the factors for their success is the Brand image that is embedded in the customer’s minds.

Promotion

Ad Campaigns of UCB

The first channel Benetton used to build up community relations were through its Advertisements which always came up with public awareness of universal issues among the world’s citizen and it exactly proves what Luciano said about the brand. The campaigns of UCB were related to war, racism, AIDS or HIV, death penalty. All advertisements of UCB were the most controversial concept or criticizing and creating social all along. One thing which is consistent in their advertising is Cosmo approach.

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Modeling Types and Success Factors

January 10th, 2013

Requirements for today’s model

  •  Physical requirements

Different agencies have varying standards that can change with each season depending upon the client’s requirements. In general, high fashion models are tall, thin, young and beautiful. Average is 5’8 to 6 but there is exception to 5’5 to 6’1. Their maximum waist and hip measurement is 25 and 36.

  •  Mental requirements

Mentally strong to endure tough conditions.

  • Health requirements

The models should take care of their bodies & maintaining the health. They should sleep well before the day of shoot and intake healthy food, drinks. They should avoid using drugs.

  • Intangible factors

It doesn’t matter how you look in real. It only matters how you look through the eyes of camera lens. Being Photogenic is more important in modeling field. They should have quality to change their looks for different circumstances. Patience is most important and should be never tired of waiting. Models should be graceful, inhibited, open minded and confident.

Modeling Types


It is significant for a forthcoming model to understand two ineluctable facts. First the requirements of the market determine what models are wanted and second, the prospective model should recognize the type of model that they want to become. There are three types of Modeling 1) Fashion modeling 2) Bodypart Modeling 3) Commercial Modeling 4) Glamour Modeling.

Types of Fashion Modeling

  • Fashion Editorial

Vogue, Elle, Glamour, Cosmopolitan, etc.., and other fashion magazines that focus on fashion have editorial pages they must fill each month. Editorial pages feature models wearing what the magazine thinks will be the next trend in Fashion.

  • Fashion Runway

Designers showcase their collections to a gathering of buyers by sending models down a runway.

  • Fashion Catalog

There are a set of fashion catalogs produced. These catalogs, whether business-to-business, store, or direct promotion, require models to pose in the attire they are trying to put up for sale. Catalog modeling usually pays well because of the quantity of photos that must be taken.

  • Fashion Print

This is fashion and beauty for print promotion. This is the most challenging work to get but pays the best because of usage and exclusives. The model should work perfectly to convey the ‘image’ that is wanted.

  •  Fashion Show Room

This is the Modeling for buyers in the designer’s show room.

  • Fashion Lingerie

This type of modeling may be more revealing it requires very good body tone and size. The pay given for Fashion Lingerie modeling is usually high when compared to other modeling type.

  • Fashion Bathing Suit

Again, more revealing requires admirable body tone and a healthy look.

  • Fashion Fitness

Fitness, health, and outdoors lifestyle magazines that are on the newsstands and have a fast budding grouping for modeling.

  • Fashion Fit

Fit models have the perfect proportions for a given garments size. Garment manufactures and designers hire fit models to use to piece together new creations, see how they move, and develop their patterns. The key for a fit model is to never gain or lose weight.

  • Fashion Tea Room

This type of model was very fashionable in the 1980’s. It still exists today. Models walk between tables in bars/restaurants wearing designer clothes from local fashion boutiques. The models explain the outfit they are wearing and where to get it.

Body Part Modeling

This is the use of just part of the body in a photograph. Body part models will specialize in just one part of the body like hands, feet, legs, ears, or neck.

Types of Commercial Modeling

Commercial modeling is class of the catch all for the whole thing that isn’t fashion and isn’t glamour. It is huge and varied. The physical requirements can diverge significantly. The ‘look’ can be mom, business executive, scientist, glamorous beauty, etc. The pay can be good but not to the altitude of the fashion model.

 

  • Commercial Product

The model is used to show how the product is used and a photo is created to sell the merchandise. The model may be used to express a picture about a product.

  • Commercial Lifestyle

Models are used in photos showing a moment of life to advertise a business or idea rather than a physical product. The models are used to act out some concept or idea of life. Depending upon the concept the requirement of models varies.

  • Product Demonstration & trade shows

The idea is that stores or trade show exhibitors want someone good-looking that people will be drawn to. When you are starting out this pays good than any regular job and it can build your confidence around people.
Glamour Modeling

Glamour modeling is modeling for photos with a sexual theme. It includes club wear, swimwear and lingerie as well as nudity – implied or actual, top or full.

Characteristics of successful modeling

  • Appearance: Both look and talent have one thing in general; they are mainly God-given.
  • Personality: Warm and outgoing personality can create or break a career.
  • Intelligence: show up on time, be prepared, and get along with your employers.
  • Family Support: Your family should be care enough to understand the business with you. If you are a teen, parent or guardian should travel with you to out-of-town interviews and jobs.
  • Desire: Determination to keep trying and never give up unless you make it.

“The secret to modeling is not being perfect. What one needs is a face that people can identify in a second. You have to be given what’s needed by nature, and what’s needed is to bring something new.”
― Karl Lagerfeld

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