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Benetton’s new London flagship to enrich retail shopping experience

by Apparel Resources News-Desk

12-March-2018  |  2 mins read

Benetton London flagship
Image Courtesy: refurbprojects.com

Italian fashion brand United Colors of Benetton is readying for the inauguration of its all-new flagship on London’s Oxford Street this week. The new location is just 10 minutes away from its older flagship and is set to make the use of the burgeoning growth in footfall in this neighbourhood.

The new store measures over 16,150 square feet in size, spread across the breadth of three floors. Apart from the larger size, even the shop interiors will take a luxurious turn with flooring made from Venetian terrazzo, complete with glossy metal mesh ceilings. Other additions include a mammoth bronze iron staircase and succulents of all shapes and sizes placed across the space.

However, going beyond the basics, the Benetton Group has charged up this space with advanced technological interventions to uplift the shopper’s retail experience. There will be big touch LED screens that will be used to circulate interactive content. Benetton’s own innovation and communication research vertical Fabrica will be handling the content creation for the same.

There will be a library-style lounge seating area filled with publications on design and art and culture. A buzzworthy feature will be the knitwear theatre that will not show products but the brand’s projects on touchscreen tableaus.

In terms of clothes, the store will stock a wide range of women’s, men’s and kids’ wear assortments with a retail range of 25 to 250 pounds (approximately).

Stressing on the increasing importance of ‘experience’ and how London is the perfect place to test innovative retail strategies, a spokesperson from the Benetton team said, “We think the technological and interactive aspect within the store is a strategic tool to consolidate and create new relationships with consumers. In fact, in the second part of the year, a seamless omni-channel customer experience will be launched.”

UCB currently draws around 35 per cent of its sales from Italy and 40 per cent from the rest of Europe. The brand has over 5,000 stores in around 100 countries and this flagship will UCB’s 55th in the UK itself.