UAE consumers more mature: Splash chief

DUBAI — Customers in the UAE today are more mature and are spoilt for choices, the top official of fashion retailer Iconic revealed.

By Alvin R. Cabral

Published: Wed 21 Sep 2011, 11:34 PM

Last updated: Tue 7 Apr 2015, 5:53 AM

“The retail sector [in the UAE] is dynamic and relatively younger and therefore, newer and better in many ways than the other Retail Meccas of the world,” Iconic and Splash chief executive officer Raza Beig told Khaleej Times.

Iconic recently unveiled its “Fashion for the Everyday ICON” campaign, its second campaign since its launch in 2010. It is targeting to expand to 18 stores by next year, and to offer a wider range of products and more campaigns.

Excerpts of the interview:

How long has ICONIC been in the UAE and the Middle East? What other countries is it currently in?

Iconic is a Dubai brand and is just a year old. It is presently in the UAE and Saudi Arabia.

What kind of marketing strategy do you employ given the stiff competition in the industry?

This is our second campaign. The first was to establish Iconic as a brand in the consumers’ mind, and this campaign is to emotionally connect with the consumer. We do believe every individual is an Icon in his own right.

The campaign features real-life people who shop for everyday fashion irrespective of budgets, age, ethnicity, size and style, and find the look that dresses their ambitions and their own unique self.

We do believe every individual is an Icon in his own right, and the campaign features contrasting imagery targeting an array of personalities inspired by real people. Various concepts like “Compulsive Facebook Liker,” “The Sleepless Mom,” “The Overtime Expert,” “Night Owl,” and “Next Generation Super Heroes” will be part of AW’11.

How has business been for Iconic? Have sales, revenues and profits been positive?

It’s just a year of operations, but fortunately customers, media and associates have responded well to the brand. This has enabled us to take on a giant step that in two years of operation by June 2012, we expect to have 18 stores.

Where will you open these stores?

We are opening 18 stores in Saudi Arabia, the UAE and Qatar. This will soon be followed by Kuwait, Oman, Lebanon and Jordan.

How does Iconic’s styles appeal to the local populace?

We have always catered to local customers therefore, always keeping in mind the sensibility, whilst buying and designing. Tourists business is only a bonus.

What is your general impression on the overall business climate?

The region is very business friendly. I always encourage family and friends to get into a business, because it is a great place to create brands.

Is doing business in Dubai worthwhile?

Dubai was, is and will always be a good place to do business. I have always told by my peers, “brands are built in the West,” and Dubai is the city which has broken that norm.


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