Benetton, a renowned fashion brand, embarks on an American revival
In a bid to revive its presence in the United States, fashion brand United Colors of Benetton is set to open a pop-up shop in Santa Monica, California, from October 25 to November 24. This temporary retail initiative marks a significant step towards the brand's potential U.S. market reentry.
Founded in 1965, United Colors of Benetton rose to prominence in the 1980s and 1990s, becoming known for its bold ad campaigns and bright sweaters. However, sales slumped in following decades, leading to the closure of all U.S. locations by 2017.
The pop-up shop, part of United Colors of Benetton's plans for a potential U.S. market reentry, will feature items from the Milan Fall 2019 collection. Customers will be able to try on and interact with the clothing, with purchases made online and shipped to customers. The shop will not carry any inventory.
This model, which United Colors of Benetton is considering for reentry into the U.S. market, is also part of Nordstrom's long-term plans for success. Erik Nordstrom, co-president of Nordstrom, stated that this is their model for the future.
United Colors of Benetton's ad campaigns took on controversial topics, and some of these campaigns are still remembered today. However, the information available does not reveal who is currently responsible for the reopening of United Colors of Benetton stores in the United States.
The company press release mentions Executive Chairman Luciano Benetton's interest in potentially re-opening permanent stores in the United States. This pop-up shop may be a strategic move to test the retail waters before potentially re-opening permanent stores.
Items will also be available through United Colors of Benetton's new U.S. e-commerce platform. The success of this pop-up shop and the performance of the e-commerce platform could indicate whether the brand's revival in the U.S. market is a viable option.
United Colors of Benetton's pop-up shop in Santa Monica promises an exciting opportunity for fashion enthusiasts to reconnect with the brand. As the brand continues to explore its potential return to the U.S. market, this pop-up shop serves as a significant milestone in its journey.
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