A fit for online and offline selling
Dubai: It is commonly assumed that retail platforms in the Middle East have been exempt from the struggles that Western companies have experienced within the past few years due to the ailing global economy. I’d like to correct that misconception.
In 2014, concerns about a possible recession in the Emirates led many customers to cut down on their spending, which came as a shock to enterprises that have always banked on being able to move luxury goods in the GCC.
At The Style Chamber, we noticed customers previously bought without worrying too much about price. They are now searching for a ‘good deal’, or waiting until pieces are on sale before buying.
Not only are they more cautious, but consumers are offered a dizzying number of options by ‘fast-fashion’ high-street names, which are able to whisk new season trends straight off the catwalk and into their boutiques at a fraction of the luxury premium price. Customers can search the internet for the best prices, or find cheap substitutes for luxury goods, which means that the number of consumers buying original luxury brand items is dwindling.
Moreover, there is a risk inherent in online purchases, since it is not always clear how an item will fit, or whether the materials used are of high quality. Pieces that photograph well and don’t require much ‘fitting’ sell well online, such as jewellery, handbags and scarves, while fitted items like lingerie or shoes are more likely to be returned.
One element in luxury e-tail sites’ favour is that the internet is a powerful community, with hugely influential bloggers and commentators informing their faithful followers. Internet shopping is also convenient, meaning that consumers loyal to a particular brand are more likely to buy online to save themselves a trip to the store.
High-end retailers are now faced with a conundrum: they must include established brands in their offering, as patrons are already familiar with the fit and quality of manufacturing, but they still must offer exclusive brands and designs to ensure they can offer exciting, unique products to their customers.
We specialise in showcasing as-yet-unknown and emerging designer brands. We cater to daring, creative people who want exclusive, independent brands through which to express their personality.
However, we know that it is a leap of faith for customers to trust the quality and fit of a new label.
Therefore, a bridge between the online and bricks-and-mortar world is needed. We are planning to implement a series of exciting pop-up boutiques around the UAE, where customers will be able to see and try on garments in person to reduce the risk and inject a fun sense of discovery into shopping.
These pop-ups will be an exciting way of integrating the hype of the online world with the material world of fabrics, shape, cut and fit, emphasising the importance of high quality, beautiful clothing to customers.
Being a global business is essential to our success as an online enterprise, and we will be implementing this pop-up concept both in the UAE and in London. Our pop-ups will become ephemeral fashion destinations for those searching for something a little more individual and daring than the usual offering in permanent stores, making The Style Chamber a well-respected, independent fashion authority known for introducing exclusive, global designers whose high quality pieces are individual and wearable.
