Benetton Emerged As The Top Fashion Brand In India Leaving Behind Levi's

Bangalore: United Colors of Benetton an Italian clothing brand has overtaken Levi's in terms of sales in India. The reason lies in the sharp decline of American brand's revenues.

Benetton is a 1000 crore brand that has been increasing its sale up to 20 percent every year. In 2013 Benetton had total revenue of 523 crore, whereas Levi’s saw a decline of about 35 percent in its revenue at 484 crore, reports Sagar Malviya of ET Bureau.

In 2012, Levi’s reportedly had the total sale of 741 crore against Benetton's 430 crore which was double the size of its rival, Benetton.

Experts say that, since there are many American companies that are shutting down their retail stores in India and other parts of the world ; it has backfired in terms of revenue downfall. "Rival brands have been more aggressive on growth, style and innovation, positioning them as younger brands by following global fashion trends," Ruchi Sally, director at boutique retail consultancy Elargir Solutions, says.

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