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The major product lines of Benetton were 012 Benetton, Jeans West, My Market, Sisley, Tomato and Mercerie
For each trade name, appropriate style of furniture and equipment, color of lighting, type of music, and appropriate sex, age and dress style for salespeople was carefully chosen. The outlets were equipped with open shelves to draw attention to the bright colors. Benetton relied on location and bright, inviting store appearance for its promotional effort.
The company's television spots emphasized the sport and youth image of the Benetton name. Magazine advertising was used for institutional campaigns...
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