UNITED COLORS OF BENETTON

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INTRODUCTION

United colors of Benetton is an Italian based company. It was founded in 1965 by four members of the Benetton family namely, Luciano, Giuliana, Gilberto and Carlo Benetton. The core business is fashion garments.

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UNITED COLORS OF BENETTON - INDIA

United colors of Benetton came to India in 1991. It is a mix of both owned and franchise stores. 50 per cent of the garments required for Benetton's Indian stores are manufactured in Gurgaon. 95% of the merchandise is sourced locally.

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Store Locations in India

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INDIA- OVERVIEW
Retail Area Over 250000 sq. ft Average Store Size 1500 sq. ft No. of Stores with 20 million Plus turnover 24% 130 plus Exclusive Stores Selling more than 2.5 million garments a year

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TARGET AUDIENCE

Primary target group of UCB 25 to 34 years of age. Secondary target group 18 to 24 years of age Women are the majority customers of UCB. Encourages a consumer base of various religions, races and nationalities. Demographic: Upper Middle Class Geographic: Urban, metropolitan cities and secondary cities

Psychographic : Lifestyle sporty, trendy casual dressers, loves socializing and is adaptable.

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STORE LAYOUT

Homogeneous layout in all UCB stores. Spine layout format.

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STORE FORMAT

Its all about COLOR. Womens wear are placed at the entrance. Mannequins are coordinated according to new collections. Visual Merchandising Lighting and music

Under colors white background for the colorful collection and a more grey glossy backdrop for the demure collection.

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Stellar Performance in Indian Market

NORTH INDIA
UCB South Extension is the highest revenue grosser among single brand retail stores At Rs. 134/sq. ft UCB Khan market is the highest. It is closely followed by UCB Defence Colony @ Rs. 116/sq. ft

WEST INDIA
UCB Megastore at Linking Road, Mumbai is credited for developing the high street and the highest turnover UCB Inorbit Malad at Rs. 135 / sq. ft. is amongst the highest sales per sq. ft. in the fashion apparel category.

SOUTH INDIA
UCB Forum Bangalore does highest turnover for a single brand in the Mall

EAST INDIA
Shillong is the biggest Single brand store in the North East region South City Kolkata does the highest turnover for a single brand

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RETAIL STRATEGY
A well designed retail strategy suited to the Indian consumers. This was based on: Visual Merchandise Merchandise planning Retail Marketing activities Training & Development Scaling the business model

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VISUAL MERCHANDISING
One of the only brands to represent merchandise thematically. International standards and look guides are followed with respect to : Folding Tabletops Browsers In-store displays Coordinated merchandize display Consistency across stores

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VISUAL MERCHANDISING WINDOW DISPLAY

Window display keeps on changing

Seasonally Occasions New merchandise

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VISUAL MERCHANDISING IN STORE VISUALS

Theme specific Not just a garment but a complete ensemble

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VISUAL MERCHANDISING COLOR CONCEPT

In store merchandising is not just about colour coordination but about creating a space where a customer feels comfortable and seeks to try (and buy) an entire set of clothes.

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STORE OPERATIONS.
BACK END: product database management Season ordering Logistics management HR Management Merchandising Management

FRONT END:
Replenishment of stock at the right places Communicating and guiding the customer to go for right product Offering purchasing bags Selection of merchandising assortment

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MERCHANDISE PLANNING
International merchandise designs from Italy A complete range that is customized to Indian market, keeping the Italian characteristic intact Theme based purchase Widest colour palette The range is moving from selling basics to fashion.

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THANK YOU

Presented by: Amanjot Maingi Tanvi Arora Yamini Paliwal

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