“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:
Iconic is a Dubai brand and is just a year old. It is presently in the UAE and Saudi Arabia.
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.
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.
We have always catered to local customers therefore, always keeping in mind the sensibility, whilst buying and designing. Tourists business is only a bonus.
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.
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.