Fast communications, market proximity, integration and greater eco-sustainability are the objectives of Benetton’s iPad project for its sales agents’ network.

With a dedicated iPad app, the company’s agents are connected online to the product departments of all of the group’s brands – United Colors of Benetton woman, man and child, Sisley, Sisley Young, Playlife and Undercolors, in order to keep in touch with the development process in real time, from new-product concept to the final order.

Via their iPads, Benetton’s sales network can see the style, trends and colours of the emerging collections in every detail, from pictures of the fabrics to photos of the prototypes, from manufacturing specifications to price lists.

In this way, Benetton says, the entire cycle of creating and selling its collections can rely on greater integration and speed; information is immediately updated and orders can be transmitted more quickly. Benetton also says that the new system also confirms the company’s increasing focus on eco-sustainability as it favours a significant reduction in the use of paper and transport.

“As with the recent launch of Facebook Deals, which allows smartphone users to check-in with the Benetton world and find out about the various brands’ new products, initiatives and special offers, Benetton’s iPad app is a further sign of the commitment and ability to innovate which have always been a hallmark of the group’s continuously updated business culture, today focused on the new media and digital tools that are rapidly changing business practices and society itself,” a Benetton  spokesperson said.

Benetton’s new app will be developed further and a new program for United Colors of Benetton adult is already in the pipeline to create a 3D virtual shop so that sales staff can see, via tablet, how products are divided by theme and how the window is dressed and clothes are displayed in store.