Benetton to update India stores with new technology
The global clothing brand Benetton will open 50 stores across India this year and will update at least six of its India stores to the business’ global store concept that focuses on technology.
“We are looking forward to open 50 stores this year and over the next three years, we will open nearly 150 new doors,” the brand’s managing director and CEO Sundeep Chugh told IndiaRetailing. “As a brand we have been growing at high double digit CAGR [compound annual growth rate] for the last eight years and our objective is to maintain this statistic.”
The brand will also update at least six stores with the technology it currently uses in its London, UK, store. “Our store in London has no cash desk,” explained Chugh. “We use technology to raise invoices along with making sure that if a garment is not available in store, we should still be able to deliver it to customers. The London store also boasts of a knitwear theatre displaying the brand’s extensive knitwear collection, LED-screen clad 12 ft arches, a lounge area and touchscreen interactive tables.” Benetton will launch its first store on this concept in India in New Delhi.
Benetton recently held a live Instagram auction with actress Rhea Kapoor for its exclusive UnitedByArt collection. The collection featured items created in collaboration with a number of Indian artists and garments were designed as collectibles.
The brand will launch an omni-channel retail strategy in India but the end of the year. Benetton currently runs around 400 exclusive brand outlets in India and around 5,000 globally.
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