This week, Milan saw the launch of the first United Colors of Benetton temporary store and a preview of the children collections for AW08. Luciano and Alessandro Benetton, respectively chairman and executive deputy chairman of Benetton Group, inaugurated the temporary store, which is entirely dedicated to children and mothers. The store will be open for two months and will introduce an exclusive preview of the AW08 collection.

The temporary Benetton store is set over two floors featuring 1500 square metres. The shop presents the new System concept, an interior décor concept devised to create a warm and sophisticated atmosphere. The shop features two main collections, ‘Baby’ for newborn to 5 years and ‘Kid’ for 6-12 years. A special mood is created at the entrance where a towering, kaleidoscopic cascade of T-shirts welcome its customers.

A series of services put children at the centre of attention: a Team Coppola hairstylist give under-12s a new trendy haircut; a personal style shopper guide mothers and children in making purchases that suit the child’s look and personality. The total shopping experience is made easier through a touch screen conversion chart to help customers find the right size. And a light-hearted test, What’s your style? allows children to define their look and shows where to find it inside the store. There is also an area to create personalised gift packages.

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Before the end of the year, the United Colors of Benetton temporary store for children will be replicated at a permanent location in Milan. There are over 1,000 UCB children stores around the world. United Colors of Benetton children sales grew by 15% in 2007, accounting for 30% of total revenues.

Image: United Colors of Benetton

Mittie B Brack News

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