L'Italo-Americano

THURSDAY, OCTOBER 31, 2019 www.italoamericano.org 24 L'Italo-Americano U nited Colors of Benetton has ope- ned the doors to its first US pop up store in more than 4 years. Located in the Santa Monica Place shopping center, the four- week pop-up event started on October 25, 2019, and will con- clude on November 24, 2019. Showcasing the brand's evolu- tion to streetwear-inspired design and sustainable fashion under the artistic direction of Jean-Charles de Castelbajac, the pop-up store will offer exclusive lines, revea- led at the 2019 Milan Fall Fashion Show. The Benetton Group is one of the most well known fashion companies in the world, present in the most important markets with about 5,000 stores. Widely considered a business group that plans for the future but lives in the present, it is also appreciated for how it keeps a watchful eye on the environment, on human dignity, and on a society in conti- nuous transformation. The Group has a consolidated identity, made of colors, authen- tic fashion, quality at democratic prices and passion. These values are reflected in the strong, dyna- mic personality of its brands, United Colors of Benetton and Sisley. After predicting a return to profitability by 2020 earlier this year, brand co-founder and executive chairman, Luciano Benetton, said the brand is consi- dering reopening US stores on a more permanent basis as a result of strong online sales in recent years. Benetton is a world leader in sustainable fashion and produc- tion. Always committed to redu- cing the environmental footprint of its activities, the company has implemented responsible and sustainable management of its operations to build a better envi- ronment for the fashion commu- nity. "Our pop-up shop will be a physical monument to the brand's colorful energy and crea- tive DNA" says Andrea Rossetto, United Colors of Benetton's US representative, during our chat at the opening event. "But it is also a representa- tion of our broad online offe- rings. With the exception of the clothing on display, the Santa Monica pop-up store will operate without any inventory, which means customers will be able to try on and interact with the clothing, but then all purchases will be made through the in-store online portal and shipped directly to customers' home." This practi- ce will eliminate waste and allow for a seamless brand experience that will be sustainable, that is, organic, recycled or sourced from Better Cotton Initiative (BCI) farmers. This pop-up store collection feels like a blast from the past, what's the story behind it? The collection displayed in the store was designed by JCC and identified the strongest character- istics of Benetton's fundamen- tals. Then, it enhanced them to create products that are both on trend and conceptual, while remaining deeply rooted in the brand's heritage (the logo, the centrality of colors, high quality dyed knitwear and a type of sporty, chic, easy going attitude that has been making the history of fashion for the past 30 years). Did you get any specific guidelines and feedback from Luciano? Benetton suggested to look into re-entering the US market, after having noted how strong online sales are here. He under- stood how the brand is still fresh and well-known on the American market. How did you come up with this new e-commerce experien- ce for the pop-up store? We thought of a seamless and flexible concept that allows cus- tomers to try on and "play" with the new collection; then they get to receive their purchases directly at home, allowing for a "bag-free" shopping experience. Also, it dramatically reduces the need for having a large inventory, part of which needs to be either discounted or shipped back once the pop-up store closes. Finally, this concept allows for a more frequent rotation of different products, making multiple visits more interesting. What's the most iconic piece of this collection? It is a knit piquet jacket with sheep fur in rainbow colors. This limited edition jacket is the most iconic garment of the Fall Winter 2019/2020 Collection. Designed by Jean-Charles de Castelbajac, it was presented at The Rainbow Machine, during Milan Fashion week and only 5 pieces were made. They sold out immediate- ly. We also have a long sleeve sweater in a soft wool blend, with a multicolor sheep inlay with the word "Benetton." It contains all of our fundamentals: knitwear, colors, the logo, high quality wool, all revisited by JCC with a contemporary twist. What will Americans like the most about this collection, in your opinion? A big effort was put into the quality and value of the collec- tion, along with Jean Charles de Castelbajac's vision for details. Benetton is synonymous with quality, style and a blend of Italian taste and global research: these characteristics have consis- tently been appreciated by American consumers. What's the input given, cre- atively speaking, by Jean- Charles De Castelbajac? Together with JCC, we want to create tomorrow's wardrobe, bringing beauty, style and sus- tainability to everyday life, at prices that everyone can afford. Castelbajac has a long career, that spans from design to paint- ing, from advertising to street art. He shares with Benetton a similar take on fashion, characterized by a passion for knitwear and a love of pop and colors. Also sustain- ability for us means creating value on the long term for every- body, and we are proud of the fact that our customers appreciate our efforts in this direction. Will the Benetton pop-up store go on tour in USA? This possibility will be evalu- ated. And for those who cannot visit the store in Santa Monica? For those who cannot visit the store, all items will be available through the new US Benetton online store, us.benetton.com. Shipping is free with a purchase of more than $50; free returns and exchanges are also available. What was people's response from last night's opening? We all felt a very genuine affection for the brand, many guests were extremely pleased in seeing their favorite brand in the US again. As of now, what's Benetton vision for the future in the USA, and what's the goal? We aim to create here the same relationship we built over the years with our customers around the world, making sure that quality, style and customer service are always at the fore- front. Andrea Rossetto, left, US representative of United Colors of Benetton (Copyrights: Benetton) SILVIA GIUDICI Italy's iconic United Colors of Benetton is back in the US with a pop-up store LOS ANGELES ITALIAN COMMUNITY Did or does your family, church, or neighborhood construct a St. Joseph's table? Do you make St. Joseph's Bread? We want to hear from you! Please send an image of the item(s) and a brief description to info@italianhall.org. Please do not mail or bring original items to the IAMLA. Please email images of the item(s) or call 212.485.8432 The IAMLA seeks images, recipes, stories, and devotional and decorative items related to St. Joseph and St. Joseph's tables. Items could include prayer cards, hand-written recipes, photographs, traditional breads, hand-made decorations, and family histories, etc.

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