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Sport, in All the Colors Benetton Is Main Sponsor of the Most Colourful Sporting Event in the World

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Sport, in All the Colors Benetton Is Main Sponsor of the Most Colourful Sporting Event in the World NUMBER 2 • MARCH 2016 BRAND THE COLOR RUN SPORT, IN ALL THE COLORS BENETTON IS MAIN SPONSOR OF THE MOST COLOURFUL SPORTING EVENT IN THE WORLD. FOR THE OCCASION, IT IS SHOWCASING ITS NEW SPORT COLLECTION VOICES THE ATHENS SCHOOL Michelangelo Pastore talks about the successes that Benetton has achieved in Greece, despite the challenging economic situation in the country. STORE IDENTITY ON CANVAS LAUNCHES PEOPLE THE ROOTS IN THE MIDDLE EAST LESSONS IN OF THE FUTURE On February 17th, the list of On MANAGEMENT The Benetton Archive covers Canvas concept stores expanded Young, motivated and willing to learn: the group's 50-year history with once again, following a new this describes the trainees who have documents, iconographic materials opening. And not just in any old completed “Retail Growing Up”, the and historic garments. It's a location, but in the prestigious programme that aims to nurture the source of heritage under constant Dubai Mall, the biggest shopping group's talents and transform them development and the foundation centre in the world. into the managers of tomorrow. upon which to construct the future. STORE DUBAI ON CANVAS Benetton’s concept store hits the UAE, opening in the world’s largest mall and crowning the brand's 30-year presence in the Middle East. he position is more away cultures - is no coincidence. partnership with Easa Saleh Al Gurg strategic than ever: 1st Benetton has been present in Group. United Colors of Benetton level of the Dubai Mall, the the United Arab Emirates for celebrates its new store in the largest among the big malls, thirty years with a solid market prestigious Dubai Mall with the Ta shopping destination for over position thanks to the long time launch of the Spring/Summer 2016 85 million visitors every year. It is in this exceptional location that on February 17th Benetton’s flagship store re-opened with a new image, GREEN VALENTINE debuting the On Canvas retail concept in the Middle East. In India, the most romantic day of the year is celebrated – with a surprise for hundreds of couples – also in Benetton stores. From Treviso to the Emirates The choice of Dubai - in some alking through a UCB store together with the person you ways the most "Western" of the Wlove is something quite common. But if the store is one Arab cities and meeting point of far of the 20 most important ones in India and the date is February 14th, then the shopping experience becomes a very romantic experience, too. Benetton India’s Valentine’s day initiative involved hundreds of people, both young and less young. Couples were “intercepted” in-store, invited to take “romantic” selfies in front of a dedicated branded background and post the pictures to a specially-created Facebook page. The ten most liked posts were awarded with a Benetton garment. The initiative was a big success on social networks. 4 2 « HOME » STORE collection, which is strongly oriented to lifestyle and matching of patterns and fabrics. Tradition and modernity After the openings in Milan, Paris, Lisbon and Moscow, the On Canvas concept is spreading the Benetton philosophy around the world. It does not only offer a product, but grants customers a true emotional experience, immersing them in a universe where the history of the brand and modern styles come together. In the 400 square metre Dubai Mall store, the protagonist is the loom, a solid structure, almost invisible, enabling all kinds of transformations (spaces, materials and canvases), which serves as a symbol of a Group that is always ready to reinvent itself all the while remaining faithful to its “artisan” identity. As of early February, the windows of some UCB flagship stores around the world (London, Paris, Milan Duomo and Milan Corso Vittorio Emanuele, Barcelona, ​​Treviso and Cortina) AWARDS have been dressed in new colours to celebrate GOOD NEWS FROM the launch of the Carnival line, a capsule THE LAND OF THE collection that focuses on bold colour RISING SUN combinations and the diversity of products Benetton obtained an important recognition in Japan. The UCB store in the Seleo mall in Hachioji, OPENINGS in the Tokyo metropolitan area, was awarded in February as the PASSAGE TO INDIA best shop in the third quarter After the success of the UCB On Canvas thanks to its constantly increasing women and menswear store in Gurgaon sales. This is a particularly (New Delhi), on February 27th the first important recognition, given so On Canvas store dedicated to the entire far to 11 stores - only two of family debuted in Asia. It is located in the which are fashion stores. Obtained Mall of India, in Noida, a location that despite strong competition (there represents the best of the best in terms of lifestyle on a large scale both are 50 fashion stores in the mall) in terms of size and shopping experience, where retail is combined with it proves that an excellent job was entertainment and leisure attractions. Covering an area of 750 square done. metres, the store offers menswear, womenswear and kids' clothing. 3 « HOME » BRAND ALL THE COLORS OF SPORT Play On Wednesday, March 2nd, The Color Run - the most colorful sporting event on earth, in which Benetton is engaged as main sponsor - was presented to the press in Milan t is the world's most colorful Vittorio Emanuele II, the 2016 sporting event - and one of its edition will involve 10 Italian cities most fun. It is The Color Run: and over 100,000 people of all born in the USA in 2012, over ages. The Benetton shops in these Ia few years has gained fans in over ten cities will feature dedicated 200 cities in the world. From this window displays and areas in store year, the Italian tour of the race recalling The Color Run. Each stage famous because runners get doused of the race will be followed closely with colorful dust, can count on the by the Italian sports daily newspaper participation of United Colors of La Gazzetta dello Sport and other Benetton as main sponsor - a natural national media, granting the UCB choice for a brand that has always brand extensive visibility. connected itself with color and From north to south, from Trento sport. to Bari, passing through big regional capitals like Milan, Turin, Genoa and At the starting blocks Florence, from Rimini’s promenade Presented on Wednesday, March to the Venice lagoon, to Reggio 2nd, with a press conference at the Emilia and Lignano, this stage race Benetton store in Milan's Corso will see the Benetton brand - which 4 « HOME » BRAND will also be present with dedicated STAGES 2016 stands - as a protagonist. «The Color Run is an event that 30/04/2016 TURIN embodies our Brand position Longing for sport and 14/05/2016 BARI perfectly and it perfectly wellness 21/05/2016 TRENTO A new sport and active lifestyle matches the launch of our first collection will be launched by UCB 28/05/2016 REGGIO E. ever Sport collection, called in April and will feature natural 04/06/2016 FLORENCE performance, technology, practicality “Natural Performance” as and comfort. The innovation of this 12/06/2016 GENOA it will provide comfort and sport collection is the Seamless 18/06/2016 VENICE performance thanks to natural Merino project, a real revolution in 23/07/2016 LIGNANO S. fibers and our vast knitwear the yarn and sportswear world that takes advantages of all Benetton’s 06/08/2016 RIMINI expertise». knitwear know-how. 03/09/2016 MILAN John Mollanger, UCB Chief Product & Marketing Officer SPORT COLLECTION NATURAL PERFORMANCE The new United Colors of Benetton Sport Collection features clothes to ensure optimum fit and flexibility so you can embrace the pure joy of movement. Accomplish all indoor and outdoor activities in the dryness and comfort of the greatest technical fabric made by nature: merino wool. • Seamless merino clothing absorbs and evaporates moisture naturally thanks to the hybrid wool/synthetic fibers. • The proteins of merino wool naturally fight odors thanks to its antibacterial and hypoallergenic functions. • Thermoregulatory technical fibers are expertly blended with merino wool for a smart and comfort-driven design. John Mollanger, UCB Chief Product & Marketing• Engineered Officer knit panels in back and under bust provide support and ventilation for the back and abdomen. MASKS ON! Paper, crayons and lots of imagination: these are the ingredients that transformed a day in the piazza Play Duomo, Milan, UCB store into a big Carnival game At Carnival we are used to dressing up as animals, superheroes, monsters or other «well-known characters. But would we be able to invent an imaginary character?» This was the unique challenge issued by the artist Giorgio Gasco to the children who crowded the Milan Duomo store on February 12. The goal? «Using a mask not to hide behind, but to reveal unknown aspects of ourselves». Power to the imagination So the Imaginary Friend Lab took place: an initiative organized by Benetton to celebrate both the Carnival and the launch of the new Carnival collection, one of the capsule collections planned for 2016. On February 12th, the piazza Duomo store hosted four one-hour lab sessions for kids, during which Gasco, a Fabrica resident artist, helped the participating children create their own personalized masks, modelled on the idea of an imaginary friend. Once finished, the children could have their pictures taken with their brand new Carnival masks, made from poster paint, fabrics, crayons and cardboard. 5 « HOME » VOICES MICHELANGELO PASTORE A MIRACLE IN ATHENS UCB is one of the most valued brands in Greece, and, despite the crisis, the numbers keep growing.
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