Benetton India Pvt. Ltd.

The Benetton Group

• Present in 120 countries around the world

• More than 6000 retail stores worldwide
• Produces around 130 million garments every year
• Offers high quality customer services and generates a total turnover of over 2 billion
euro
• Core business is clothing with a strong Italian character whose style, quality and
passion are clearly seen in its brands.
– The casual United Colors of Benetton
– The fashionable Sisley
– Playlife leisurewear
– Killer Loop street-wear
 United Colors of Benetton

• A clothing group with a strong Italian character

whose:

– Style

– Quality

– Passion

are clearly seen in its brands

Our Brands-Undercolors
• An extension of the Benetton
brand, featuring underwear,
beachwear and sleepwear
collections, as well as accessories
for women, men and children

• A wide selection of recurring basic

colors is enriched every season
with the latest trends

• Available in its own chain of stores

which now has more than 500
locations in thirty countries and in
selected Benetton Shops
Our Brands-Sisley,Playlife & KillerLoop

• This is the Group’s most • Benetton’s leisurewear

trend-setting brand, at the • A brand with a
label strong "Street"
forefront of fashion.
connotation
• Collections for men and dedicated to young
• Season after season, its women offer a casual people,
bold, forceful collections yet sporty look
full of fashion ideas set designed to provide
the trends for young, maximum comfort,
dynamic women and men freedom of use, • Killer Loop has
unrestricted by any become an icon for
• It’s lines of clothing have single sporting a dynamic lifestyle
an image and taste much discipline. thanks to its
sought after in choice of assertive clothing
fabrics, colors and and footwear
• Footwear and ranges
cutting. accessories complete
the collection reflecting
• Its creative artists and the latest trends
sales team concentrate
their efforts on its image
and on strong-impact
advertising campaigns.
India Success Story!
Torch Bearer Retailing
 Benetton India Pvt. Ltd

• Based In Gurgaon
– Employees strength of over 400 people
• Manufacturing
• Sourcing
• Wholesale
• Retail
 India
Overview

• Benetton is in India since 1992,

through a licensee, but since Dec
2004 we have become a 100%
subsidiary of Italy
• Avg. growth rate in India since
2004, year on year is 56 %
• Expansion through multi-format
strategy
• UCB has the largest network for a
fashion retail brand in the country
across 52 cities.
• Launched Sisley in Oct 2006 in
India.
• Launched UnderColors in Oct
2007
• Launched Playlife in March 2008
 India-Overview
• Retail Area – Over 250000 sq. ft

• Average Store Size – 1500 sq. ft

• No. of Stores with 20 million Plus turnover – 24%

• Like to like store business growth (YTD 2008) – 36%

• 130 plus Exclusive Stores

• Selling more than 2.5 million garments a year

Mega Brand
Mega Facts
Megastores in the region – India, Mumbai

Mumbai Megastore

11,000 sq feet
2 Floors
Menswear
Womenswear
Childrenswear
Undercolors
Megastores in the region – India, Delhi

Delhi Megastore

7000 sq feet
3 Floors
Menswear
Womenswear
Childrenswear
Megastores in the region – India, Bangalore

Bangalore Megastore

10000 sq feet
3 Floors
Menswear
Womenswear
Childrenswear
Megastores in the region – India, Chandigarh

Chandigarh Mega store

10000 sq feet
4 Floors
Menswear
Womenswear
Childrenswear
 Stellar Performance in Indian
NORTH INDIA market
• 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
 Entering Core India
Benetton is not just a brand for the metros we are present in
Tier II & Tier III Cities
 Mega Store In Lucknow

Recently launched its 3rd store in Lucknow

- area of 3200 Sq ft., with exciting VM & a
wide range of merchandise for adults & kids.
 Other Fashion Cities -
Mega stores in Tier-2 towns with carpet area in excess of 4000 sqft e.g.
Dehradun, Amritsar, Jaipur positioned as “THE FASHION DESTINATION” in
that city.

These stores have shown results 30% above expectation.

- Shows the customer’s trust and acceptance of Benetton.

Mall Road, Amritsar

Tonk Road, Jaipur

Rajpura Road, Dehradun

 Fashion @ Small Towns

Even towns like Nasik, Kolhapur, Aurangabad, Mysore,

Mangalore have shown very impressive performances
 Current Business Plan-Our 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
 Visual Merchandising –treat for the eyes!

• 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
 Visual Merchandising-Concept
16 years of design evolution

The store design team is engaged in

researching new materials and processes for
retail interiors and creating new ambience for the
Global market, offering them not only practical
and modern experience but also maximum
comfort to the target audience

NEW TWINS 2
 Visual Merchandising- Window
Designs

Innovative window display

• In the fashion capitals of the world, the Windows of fashion brands are kept lit at
night, attracting passers by and reinforcing both visibility and brands recall
• We are trying to make that happen in India, and our windows change constantly, with
the seasons, with new merchandise and on special occasions.
 Visual Merchandising- In-store
visuals

• Larger than life

• Theme specific

• Endorsement of ordinary people, no celebrity involved.

• United: above racial origin of model.

 We sell Fashion, not garments!

In store visual merchandising

• Plays a very important role because we don’t believe in selling ‘one’ piece but a
complete ensemble
• In other words we don’t see ourselves as sellers of clothes but as a fashion leaders
who strives to uplift the young and the restless.
 Visual Merchandising- Fashion
Windows

Our windows not just reflect the change but herald it..

• Whenever the merchandise changes every Window seeks to tell a story and it must look
beautiful enough that even a casual passer by is tempted to enter our store.
 Visual Merchandising- In-store
display

Flexible fixture ensure creative display……

• Our fixtures are designed to be flexible, so that we have enough scope to create
small collections with our stores or promote a particular range
 Visual Merchandising- Color
coordinated merchandise

Creating a wall is like a work of art……

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

• Our stores aren’t static tableaus and we strive to change the look and feel of our
stores every ten-fifteen days to give even loyal customers a change.
 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 color palette

• The range is moving from selling basics to fashion

 Retail marketing initiatives
• We have used a multi-pronged
strategy to reach out to our
customers by using various media
channels like:

– Press Ads

– Outdoor

– In-store communication

– Advertorial campaigns

– Customised festive offerings

– Effective PR through fashion

shows
 Magazine ADs

To announce new season launch, Press Ads were released in F&L and M magazine.
Dealer panels are not used for the Magazine Ads which are released across India.
 News paper ADs

To announce new season launch, Press Ads were released in regional newspapers.
While releasing Ads in regional newspapers, local store addresses are mentioned.
 New store Opening
ADs

Advertising to announce launch of a new store in the city

 Promotional ADs

Ads released to announce local and All India Promotions to increase walk-ins.
 Outdoor

To announce the new season i.e. Spring Summer ’08 outdoor advertising was done at
some strategic sites in in various regions of India. In hoardings local dealer panels are
used without telephone numbers.
 Retail marketing initiatives
Direct Marketing Initiative

• We have introduced a customer centric and experiential

based loyalty program for India

• It is unique in many ways:

– For the first time in India there is a loyalty card

classified on profile

• Teenagers

• Adults

• Kids

– Not a points based program!

– Focus is on the experiences and not on the value

 Scaling the business model
• We have followed a multi-pronged expansion strategy to scale
our business
• We have segmented our stores currently in five formats for
retail in Indian market
– Maxi stores – Over 7500 sq ft
– Mega stores - 5001 - 7500 sq ft
– Medi - 2,001 - 5,000 sq ft
– Mini - 1,001 - 2,000 sq ft
– Micro – Below 1000
• The new Benetton megastores carry complete casual
womenswear, menswear, childrenswear and underwear
collections, as well as a wide selection of accessories, offering
a full range of Benetton style and quality
 Scaling the business model

• Recently Launched PLAYLIFE - Benetton’s leisurewear label across major cities.

• To scale the growth we have entered into master franchisee agreement with:

– TRENT LTD (A TATA Group Company) for all Sisley stores in India

• India team is now handling operations for SAARC, South East Asia and Australia
 System Review and Improvements

• Critical evaluation of business process flows resulting into improvements in standard

operating practices affecting Operations across all functions in the organisation.

• Review and Change of POS solution leading to improvements in system based

internal controls.

• Self evaluation of back end ERP solution leading to improvments and efficiencies in a
fast growing business across geographies in India and Asia Pacific

• Focus on Budgeting and Review processes and rationalisation of operations and

improve efficiencies to focus on cost reduction and bottom line on an expanding
Topline
CREATING EMPLOYEE SATISFACTION THROUGH
UNIQUE HR PRACTICES
 Training & development initiatives
• The recruitment process aims to hire the right fit
personnel with the brand fit
• Management Trainees are recruited from NIFT, who are
also absorbed as Asst. Managers after successful
completion of planned training of one year.
• There is focus on customer service through directed
training & development initiatives
• The front end team is trained through
– Formal classroom trainings and on the job trainings
• Being a fashion and customer centric brand, training is
imparted to front end sales team on:
• Brand Information, Range Planning
• Fabric knowledge, Season themes
• Styles & Fits, Loyalty program
• Customer selling skills
• Follow-ups and assessments are done through:
• Quizzes, Phone audits
• Mystery shopper
 Training Conducted
• Management Skills Workshop for 22 young Executives
• Product Development and Forecasting Workshop
• Vendor / Supplies Management – Building a Strategic
partnership
• Creating and managing Fashion Brands
• Global growth strategies with Verne Harnish
• Conference on State of Corporate Fraud Control in India
• Fast Fashion Workshop
• Disney Leadership Workshop
• Compensation and Benefits Workshop
• Eco friendly textiles – Current Trends
monthly
At Benetton we believe that external customer
satisfaction can never exceed internal
employee satisfaction
Benetton India’s Growth Journey
A Sense Of Belongingness To Benetton
Family

The Top Management of the

Benetton Group like Mr.
Luciano Benetton, other
family members and the
Group CEO, on their visits
to India, have a one to one
interaction with every
Benetton employee.
A Message Of Belongingness Even To Spouses Of The Employees

On Women’s Day, special

flowers and gift vouchers
were given to all women
working with Benetton as
well as female spouses of
employees

Gift hampers
are sent to employees for
their new borns
 Fusion Of Body And Mind

Use of Indian traditions of driving the mind and body

towards brilliance through yoga; instant body toning
through regular gym sessions, ensure the employees’
Health and fitness
 Reinforcement For Higher Goals

Collective celebrations
are organized to share
landmark achievements
of the organization

On achievement of 150 doors in

India
 Enhancing The Feeling Of Traditional Festivity

Santa & his

Xmas Band

X Mas
Celebrations
 Collective Prayers For Benetton’s Success

Diwali Puja
at office

The newest and the

oldest member of
the organization
perform the Puja
ritual

Diwali Celebrations
 Making A Conscious Effort Of Inculcating A Spirit Of Camaraderie
Through Frolic Filled Team Games

Valentine's Day
@
Benetton
Celebrating The Festival Of Colours
 Inducing An Environment Of Sporty Competition

Inter-departmental
cricket matches are
organized quarterly

Employees are also

encouraged to
participate in Intra-
company
tournaments for
cricket and other
sports.
Only when people feel good about themselves
can they deliver good results