Addicted to Fashion: Sisley’s Decision
by thepompousthrifter
“
When marketers understand that the goal is the selling and not just running promotions they sell a lot more stuff”-Sergio Zyman from The End Of Marketing As We Know It(pg12). It appears as though the United Colors of Benetton’s sister company Sisley may have taken the advice of Sergio Zyman when creating their nerve striking 2007 Fashion Junkie advertisement This popular brand targets particular target market for women ranging from ages 15-30.The company received a lot of criticism and backlash once it was printed in many high fashion magazines due to its extreme content and references to cocaine addiction. This public outcry caused many consumers to wonder how this advertisement may be viewed to it’s young and impressionable audience. My biggest concern with this advertisement cause brand awareness to be heightened in the fashion industry; did the company really see an increase in revenue after creating this outrageous advertisement? Since this company is owned by the Benetton group I decided to search through the company’s 2007 annual reports to see if this advertisement had a negative or positive affect on their net sales. After researching through the Benetton Groups annual sales reports for the years of 2007 and 2008 I discovered that the company had a slight increase in profits within that one year span. 2007’s annual profits were $908,460.00. Within a years time the Sisley company profited an annual increase of $73,307.00 causing the Sisley company’s 2008 annual gross profits to be $981,767.00. The $73,000.00 increase shows that there was a slight increase in brand awareness and brand loyalty among consumers.Upon gaining such controversy the Italian company released a statement denying any participation in the creative direction of this advertisement. Since revealing this advertisement the company has gone back to producing normal family friendly advertisements They also stated that their ad agency published the 2007 photo for the company without their consent.
TheHangerAffect 