Reviewing United Colors of Benetton Store, Santacruz
The Italian fashion brand, United Colors of Benetton is synonymous with trendy and sustainable clothing and their CSR activities. This global company that creates a global impact with their fashion wear endeavours to bring the best to their customers while keeping the environment in mind. Here’s a review of their store in Santacruz, Mumbai that offers an ultimate brand experience that goes beyond the traditional idea of a shop.
Located on Linking Road, chances are that you have noticed the United Colors of Benetton store that stands in a corner. This street is a shopping haven and is a fusion of the modern and traditional, where East meets West, where street stalls coexist with brand stores.
Outside, the see-through glass door entrances invite passers-by to enter and explore the store that is spread across an area of over 6,000 sq m. Natural and man materials such as wood, iron and stone besides toughened glass, vitrified tiles, granite and some exquisite wood cladding to furnish the space.
Promising to provide a pleasurable shopping experience for its customers in a relaxed ambiance, the new mega store highlights the contemporary mood of Benetton’s cutting-edge fashion. While the store represents classical architecture it plays with colour textures, images and illustrations.
Elegant interiors and decor: Customers are able to move fluidly across each level dedicated to men’s, women’s and children’s collections, thanks to a ‘loop’ staircase that extends like a ribbon across the shop floors. The flooring features porcelain ceramic tiles for most of the floor area, an essence of wood furnishes in combination with natural iron elements. While the ceiling is composed of a mix of high gloss surfaces and high ceilings.
The staff is dressed in casual wear, the brand promises customers to continue delivering consistently high quality, democratic fashion and strong brand values, which they have done through the years. The way the clothes are organised by type, size and colour in a very spacious, colourful yet minimalistic and modern environment, gives people an easy visualisation of every single product. The sizes and colours available and the quality of the garments combined with a fair price are also remarkable incentives.
Benetton focuses more on innovating in its product categories. It has added shoes, accessories, innerwear, and a kid’s category to give shoppers everything under one umbrella.
The store area features wooden tables that allow visitors to view the brand’s collection laid out in front of them and six spacious changing rooms with seating arrangements to try on your clothes and innerwear.
Eclectic themes: To keep pace with trends, United Colors of Benetton has introduced themes such as floral and stripes across its product range. Their Spring Summer’18 collection is characterised by colour palettes of summer, shades of Bordeaux reds and oxide yellows.
Benetton’s women’s wear collection denotes the amalgamation of femininity and modernity with playful stripes ranging from classic nautical to variegated stripes, floral, flowy summer dresses and much more. Besides, the brand offers stylish and versatile garments, which can all be mix and matched based on colour. Embellished with prints and appliqués, t-shirts and sweatshirts in cotton as well as shirts and blouses are perfect with flared or skinny jeans. And to ensure comfort and style even in laid-back moments, they’ve also got loungewear, lingerie and nightwear.
The menswear collection embraces classic and contemporary prints in many ways. Some of the key inspirations apart from prints and checks include textured fabrics in tie and dye and denims with pocket detailing to add the right amount of fun to your wardrobe.
Their active wear range comprises of seamless leggings, sports bras, hoodies, shorts, tees, and body shorts for men and women respectively. The brand gives customers the freedom to pick and choose designs to suit their personality. Many designs are available in similar prints.
Benetton India has different segments such as young and trendy, young professionals, the thriving middle-class and then we have the loyalists between 35-45 years of age. However, the brand majorily caters to the 18-35 age group. V briefs in basic and printed colours for men are available at INR 399 and beach shorts at INR 449. The starting to end price range of everything under the men’s and women’s umbrella is approximately INR 289 – 3,300 and the size range is from XS to XL. The kids innerwear size range starts from 5-15 years of age. There is one payment station across the shop floor, which has two billing counters.
Benetton will continue to build mega stores such as this one to present exciting consumer propositions and give them a global shopping experience.
A large presence
Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel is that it’s a group with a strong Italian character whose style, quality and passion are clearly seen in its brands—the casual United Colors of Benetton, the glamour oriented Sisley, Playlife American college style and Killer Loop streetwear.
The Group produces about 160 million garments every year. Its network of more than 5,500 contemporary stores around the world offers high quality customer service and generates a total turnover of over 2 billion euro.
