Abstract
United Colors of Benetton (UCB) was selected to achieve a successful integrated marketing communications plan. UCB is The Benetton Group's most famous brand. UCB is an Italian fashion brand that sells internationally men's, women's, children's, babies' clothes, and lingerie. Well known for their shocking advertisement campaigns and colourful and casual clothes. During the last 40 years Benetton has become a real myth in the fashion world and in the marketing industry. This integrated marketing communication plan will be developed for Benetton in order to enhance the brand image.
-External environment of the fashion industry
The global fashion industry is very complicated as there are several companies that compete in different areas such as clothing, footwear and accessories. The global fashion industry is dependent on the trends that keep the consumers buying, driven by the need to wear the latest vogue. In addition, the fashion industry is divided into four tasks: design, production, sales and distribution. To determine the competitive rivalry within the fashion industry we will be carefully looking at "Porters 5 Forces" analysis.
