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Benetton increasingly giving India a priority

Italian fashion brand Benetton is focusing on India in a big way. During its over two-decade journey in the country, the brand has witnessed a consistent growth and is now looking at leveraging the big potential that Indian retail offers in Tier III and Tier IV cities too.

India is the most important market outside Italy for the brand and is considered the number one subsidiary outside Italy. Benetton has opened a store in London, the latest flagship store. Possibly it is New Delhi which will have the second flagship store.

In India Benetton has grown consistently at a rate of 15 per cent to 18 per cent in the last seven or eight years.

As for the marketing strategy in India, Benetton has a lot of focus on digital and will allocate more than 50 per cent spends on digital since that is where the target audience, the 18 to 35 age group, is. TV is used very rarely. Spend wise, after digital, it is mostly print and outdoors.

Benetton was the first to realize the importance of online. It has strategically created a business vertical like footwear online and hopes to sell close to a million pairs of footwear by next year.

 

 
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