The Clothing brand eyes at opening 50 stores in the country this year and will update 6 stores to the global store concept that focuses on technology. The brand will also update at least six stores with the technology it currently uses in its London, UK, store.
The London store has no cash desk, they use technology to raise invoices making sure if the garment is not available in stores it will be delivered 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 United By Art 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 omnichannel retail strategy in India but at the end of the year. Benetton currently runs around 400 exclusive brand outlets in India and around 5,000 globally.