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 trend-setting brand, at the forefront of fashion.

• Season after season, its bold, forceful collections full of fashion ideas set the trends for young, dynamic women and men

• It’s lines of clothing have an image and taste much sought after in choice of fabrics, colors and cutting.

• Its creative artists and sales team concentrate their efforts on its image and on strong-impact advertising campaigns.

• Benetton’s leisurewear label

• Collections for men and women offer a casual yet sporty look designed to provide maximum comfort, freedom of use, unrestricted by any single sporting discipline.

• Footwear and accessories complete the collection reflecting the latest trends

• A brand with a strong "Street" connotation dedicated to young people,

• Killer Loop has become an icon for a dynamic lifestyle thanks to its assertive clothing and footwear ranges

India Success Story!Torch Bearer Retailing

Benetton India Pvt. Ltd

• Based In Gurgaon– Employees strength of over 400 people

• Manufacturing• Sourcing• Wholesale• Retail

• 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

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 feet2 FloorsMenswearWomenswearChildrenswearUndercolors

Megastores in the region – India, Delhi

Delhi Megastore

7000 sq feet3 FloorsMenswearWomenswearChildrenswear

Megastores in the region – India, Bangalore

Bangalore Megastore

10000 sq feet3 FloorsMenswearWomenswearChildrenswear

Megastores in the region – India, Chandigarh

Chandigarh Mega store

10000 sq feet4 FloorsMenswearWomenswearChildrenswear

Stellar Performance in Indian marketNORTH INDIA

• 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 IndiaBenetton 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.

Mall Road, Amritsar

Tonk Road, Jaipur

Rajpura Road, Dehradun

Other Fashion Cities -

These stores have shown results 30% above expectation.- Shows the customer’s trust and acceptance of Benetton.

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.

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-Concept16 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

• 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.

Innovative window display

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

• 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

Flexible fixture ensure creative display……

Visual Merchandising- Color coordinated merchandise

• 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.

Creating a wall is like a work of art……

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 initiativesDirect 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

• 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 directedtraining & 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 & development initiatives

• 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

Training Conducted

monthly

At Benetton we believe that external customer satisfaction can never exceed internal

employee satisfaction

Benetton India’s Growth Journey

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 Sense Of Belongingness To Benetton Family

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 hampersare 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