Makeover @ Benet­ton

VM&RD - - RETAIL TALK -

Benet­ton, the Ital­ian fash­ion re­tailer, has up­dated its store con­cept in its flag­ship store at Vas­ant Vi­har, in New Delhi to re­spond to the chal­leng­ing mar­ket con­di­tions in the com­pet­i­tive In­dian fash­ion ap­parel mar­ket.

This Vas­ant Vi­har store con­cept which was ini­tially de­signed by Piero Lis­soni is given a com­plete new in­ter­pre­ta­tion to en­hance the Benet­ton ex­pe­ri­ence for the In­dian con­sumer. “Bas­ant Lok com­plex at Vas­ant Vi­har, New Delhi was once upon a time one of the most im­por­tant mar­kets in Delhi that slowly started to lose out to the newly op­er­a­tional swanky malls in the neigh­bor­hood that of­fered a com­plete ex­pe­ri­ence to the fam­ily. The store was ren­o­vated to pump in a fresh life to the slowly de­clin­ing mar­ket. We be­lieve that strength of the brand and ever evolv­ing de­sign pa­ram­e­ter adapts to take on all sorts of com­pe­ti­tion and the or­ga­ni­za­tion ex­pects that the ren­o­va­tion will again im­prove walk-in at the mar­ket for the ex­pe­ri­ence of the store. Many brands who wound up their op­er­a­tions from the mar­ket will now reeval­u­ate de­ci­sion taken and we will re­vive the mar­ket with an un­prece­dented ex­pe­ri­ence. The change has be­gun and oth­ers will come back soon,” ex­plains An­imesh Ik­shit, Sr. G. M. Projects and VM, Benet­ton In­dia Pvt. Ltd.

Spread over an area of 7000sq.ft. , the store is spread over 5 floors each fea­tur­ing a dif­fer­ent cat­e­gory of store of­fer­ing. The base­ment presents the menswear col­lec­tion lead­ing to the ground floor which is a pre­view floor for the new ar­rivals. The first floor is ded­i­cated to women’s fash­ion, while the sec­ond floor of­fers its col­lec­tion of kids wear. The third floor houses the back of house fa­cil­ity for stocks and staff. The im­pos­ing store façade with clean and mod­ern lines fea­tur­ing prom­i­nent brand­ing presents the brand as bold and con­tem­po­rary. A com­bi­na­tion of open back and closed win­dows show pre­cur­sors of the lat­est fash­ion state­ments pre­sented across the dif­fer­ent cat­e­gories in­side the store. Chang­ing light color ki­net­ics in the store front win­dows help draw at­ten­tion to the brand flag­ship dur­ing the peak evening hours. The store color pal­ette is monochro­matic and ren­dered with high­lights in forms and non­lus­ter tex­tures like leather, wood and metal to cre­ate a pre­mium fash­ion store. Shaggy rugs, em­bossed sig­nage and fash­ion shoot vi­su­als help cre­ate in­ter­est­ing high­lights in the en­vi­ron­ment.

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