United Colors of Benetton, which recently celebrated its 40th birthday in Delhi showcasing its Autumn-Winter Collection, has now shifted the party to Mumbai. The fashion wear brand, meanwhile, continues with its global strategy of ‘below the line’ and ‘in-store’ promotions to market this new collection.
Speaking on the occasion, Gagan Singh, MD, Benetton India Pvt Ltd, said, “Benetton is a brand that is recognised worldwide, and our universal appeal helps us in the promotion of the products at our stores. We believe that our stores and the high quality products are our best advertisements.”
The company, in accordance to its worldwide policy, will not have any TVCs or other multimedia promotions regarding the new collection. Apart from BTL and in-store marketing, the company will also garner some support through billboard advertisements.
Singh expressed her happiness about the rising competition as she felt that it would help in growing the apparel market in the country. She also added that the company’s main USP was the availability of international quality apparel and accessories at Indian prices. Along with it, the products at the store catered to a diverse audience, making it reach out to a wider audience irrespective of their age or sex, she further said.
Coinciding with the 40th year celebrations, Benetton has recently launched a unique ‘Loyalty Programme’ for shoppers at its stores. Pilot-tested in Delhi, the company will be introducing the programme in Mumbai soon.
United Colors of Benetton celebrates 40 years