United Colors of Benetton Appoints R/GA London as Digital Transformation Partner

R/GA London has today announced its appointment as digital transformation partner of record for one of the best-known fashion brands in the world, United Colors of Benetton Group.

As part of this new partnership, and in response to changing shopping behaviour accelerated by Covid-19, R/GA will help to reimagine United Colors of Benetton’s global omnichannel strategy and transform the Benetton.com shopping ecommerce experience. Launching in 25 countries, six languages and three currencies, the new digital experience is scheduled to begin roll-out from December 2020.

“With the importance of Benetton’s digital experience more significant than ever due to the changing market conditions, we are thrilled to have been selected as their new digital transformation partner. We look forward to helping pivot this incredible fashion brand and create a next generation ecommerce platform that sets them apart from the competition” said Rebecca Bezzina, SVP managing director at R/GA London.

As consumers place even greater importance on their digital experience with brands, R/GA London was appointed for its ability to listen to clients rapidly changing needs and its expertise in leading transformation across the retail and fashion sectors. By having a stronger digital experience, R/GA hopes to ensure that it is driving demand for Benetton's products with their customers and ensuring its business remains strong and future-proofed.

Antonio Patrissi, group chief digital officer at Benetton, said: “We wanted to collaborate with an agency that fully understood the complex challenges and different disruptions that the fashion industry is currently facing, and R/GA really did that. Since the moment we met the team over Zoom, they have demonstrated themselves to be entirely the right partner to help us transform digital vision. We’re very much looking forward to working together”.