Mar 27, 2019 | By Volker Ketteniss
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United Colors of Benetton has opened its restyled Moscow flagship showcasing its new retail concept, On Canvas, kickstarting a move to refurbish all its central Moscow stores by the end of this year.
The 17,000sq ft store is located on Moscow’s main shopping street Tverskaya. It is designed around a series of moveable canvas walls which work as a lightweight structure where new collections, colour stories and products can be presented and re-arranged to highlight new trends or product stories. A further three revamped units are opening across Moscow this autumn. Russia represents a key market for the brand, having had a presence in the country for over 20 years. Ruslsan Malich, general manager of Benetton Russia said the country’s changing retail environment, one which has a growing mass market, reflects how the modern Russian customer wants to shop.
He told WGSN: “We’re undergoing a shift here, people are more aware of quality fabrics and they’re savvier about prices. They know fashion, they know quality. The market is here for Benetton and this store caters to that.” The opening forms part of the retailer’s new global brand strategy aimed at promoting Benetton’s Italian origins, and establishing itself as a leading Italian fashion brand. The core focus of that strategy is aimed at re-engaging with women shoppers aged 25-35. The new collection is made up of 560 items, of which 380 are aimed at women, designed in Italy and made with improved quality Italian materials, offered at affordable prices.
Creative director Valentina Soster told WGSN there was now much more attention within the business on providing outfit solutions for its women customers and the new store layouts are merchandised to give shoppers clearer ideas on outfit building.
As well as womenswear, the Moscow flagship offers men’s casual and formalwear, a new range of footwear and handbags, gift product- including watches, telephones, mugs and candles – as well as new categories such as costume jewellery. There is also a colour room, where individual items are available in up to 24 different shades and an entire floor dedicated to kidswear.
The On Canvas concept debuted in Benetton’s Milan flagship this April, with stores in Barcelona and Berlin next to be renovated. London is also in the pipeline as one of Benetton’s key markets.
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