Colours of Change

Move with the times, every time, is what the United Colors of Benetton would have you believe. The international chain is promoting the concept of a look of the month8217; and is encouraging die-hard Benetton fans to completly overhaul their wardrobe 8212; or at least their image and attitude 8212; to keep up. 8220;We don8217;t just add on but completely change our outfits every season,8221; says Sundeep Malhotra, General Manager, Marketing, 8220;This is not just a change of fabric according to the climate, but a change of the complete look. After all, we are aiming to sell a lifestyle.8221; As for the monthly maneuvering, it does help to have something new every time you visit. Their theme for this month is Black amp; White8217;, a safe bet, as these are always classically popular colours. 8220;White is an ideal colour in the peak of summer,8221; points out Showroom Manager, Vani Manja, while 8220;Black just takes the monotony away.8221;

So from hooded kurta shirts and crinkled slit skirts to sleeveless polos and drawstring pants, they are offering it all. As they believe accessories are an intrinsic part of a look, there even is a limited range of bags and belts to tempt you on. In fact the collection 8212; which enables one to mix and match casual and formal wear 8212; proved to be so popular, that stocks are running out barely two weeks into the promotion. 8220;We8217;re concentrating more on women,8221; clarifies Malhotra, 8220;They are more fashion-oriented and enable us to be more aggressive with our styling and creativity.8221; But the men, who presently comprise about 60 per cent of Benetton8217;s clientele, need not despair, as every collection will have something for them too.

In fact, it is this conservatism in the Indian market 8212; even amongst the 15-25 year olds whom the chain is targeting 8212; which Malhotra uses to defend the difference in the range available in the West and here. 8220;Additionally we can8217;t offer such a variety of fabrics,8221; he says, adding that the Indian quality is fast reaching international standards and they are even exporting to outlets in Australia and New Zealand. This is the first season they8217;re introducing these themes and judging by the response, they hope that soon a new theme will have regulars crowding in for an image uplift. 8220;World over the style of the season is promoted and people upgrade their look to suit it,8221; points out Malhotra, 8220;As we will be focussing on women, who are more adventurous anyway, I don8217;t see why that shouldn8217;t happen here.8221;