United Colors of Benetton
About United Colors of Benetton
The work made for United Colors of Benetton runs to 1 verified project since 2021 — mostly DigitalSolution and DigitalTransformation.
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Blend Different - purpose-led e-commerce transformation
In 2020, profits in the fashion industry plunged by 93%, and Benetton found itself on the brink of collapse. Its 5,000 stores were closed. Its dotcom was outdated. Gen Z was abandoning the brand. Benetton needed a transformation, with a purpose-led, digital-first, and ultra-personalized approach. Utilizing color’s natural connection to Benetton’s values, R/GA developed the concept of a “Blend Different” experience celebrating diversity, experimentation, and inclusion—a set of signature brand moments that gave color a true brand expression. Signature brand experiences came to life through the lens of color as interface. R/GA applied this foundational concept to product discovery and exploration to create actionable moments of wonder that took users deeper into the world of UCB. Embracing the contrast and clashes of unexpected color combinations, “Blend Different” created focus and a new way to position luxury playfully. Additionally, R/GA bridged the digital and physical domains by getting products closer to customers and making them more tangible online. Reigniting purpose has paid off. R/GA delivered the global dotcom in just 18 weeks, with a global rollout. UCB’s revenue on the site increased by a staggering 53%, page views increased by 59%, and the online conversation rate is up by 8%—proving that while High Street is shut, Benetton can open its doors to the next generation and once again celebrate the power of color to unite. Credits Agency: R/GA