The Middle East consumer’s appetite for luxury has grown insatiable, at best gluttonous, so much so that online luxury malls, open 24/7, are now an emerging powerhouse. Ounass, “The Definitive Home of Luxury” from retail giant Al Tayer Group promises free 2-hour delivery within Dubai, while The Modist, “The First Ever Luxury Modest Fashion Destination” launched from a formidable start-up promises a platform that includes a personal shopping and styling team, 24/7 customer concierge service, and same-day delivery in the Middle East. Both are a direct response to Net-A-Porter’s success in a region which now represents an average order value 50% higher than the rest of the world.
But digital retail is only half the luxury equation in the Middle East. Tangible experiences – in the form of brick and mortar stores clobbered up in “luxury wings” of prominent malls are now co-existing with pop-ups the magnitude, detail, and scale of actual retail stores.
“Tan-gital” is the tight path between exclusive, physical on-ground experiences and the trend of forming luxury malls online. A trend with a win-win situation?
You can find out what else the year 2018 holds in store for the communications industry in 17 other short articles on our corporate blog: sp-url.com/trends2018-en