Sandeep Chugh, Managing Director and Benetton, plans to introduce an online channel in the near future to leverage an omni-channel strategy. The brand has a successful buying and order campaign running with technology integration, enabling a very close preview of products online, ordering process, coupled with sending swatch-cards physically to partners, to address the touch-and-feel aspect. When operations were hit by COVID-19, Benetton decided not to dilute prices but stay true to its premium image. Also it decided to go all out to display full wares. It has a 4,800 sq ft store in New Delhi offering a premium elevated brand experience. It will continue to be a brick-and-mortar focused brand, given its wide presence across the country.
Chugh says, Bennetton’s multi-channel sourcing and manufacturing process did not get affected by the growing anti-China sentiment in the country. The company witnessed a spike in both comfort wear and sportswear. Though it witnessed a spike in kid’s wear post lifting of lockdown; now all categories have picked up substantially. Denims have become one of the best sellers in the past few months with the company increasing its offerings in lounge knit denims at higher price points.
