Teenyboppers in Dubai - sorry!...this is only for gals - are in for a hefty dose of fashion's latest trends and accessories. Apparel Group, a Dubai-based fashion retailer, will throw open the doors, officially launching its second Jennyfer brand outlet in Dubai at Al Ghurair City today evening. Syed Abdul Latif, CEO Arabian Radio Network will inaugurate the store. Also present will be David Ayral, international director of Jennyfer boutiques. The launch is be followed by a 2-week Jennyfer Gala Festival, featuring a host of events, designed to pull Dubai's fashion-conscious teenagers and women into what Kanti Shetty, Jennyfer brand manager calls, the expanding orbit of Jennyfer in the city and the country. With the opening of the new store, Apparel Group's tally of Jennyfer outlets in the UAE comes 6, with others 3 in Sharjah, one at Lamcy Plaza and one at Al Ain.
Started in the 80s by French businessman David Tordjman - he named it after his daughter - Jennyfer is an exclusive ladies' brand targeted at young modern women from the age of 14 to 35. Designed for women who can access fashion at reasonable prices, Jennyfer markets the entire women's range: from fashion, fancy, traditional, sports wear to belts, bags, and other accessories. Explaining how it is different than other mid-level brands, Kanti Shetty says, "Teenagers are hooking up with the latest fashion trends popularised by pop stars like Britney Spears, Madonna, J Lo, Shakira and others. The brand has evolved its specialty of matching those designs and rolling them out in stores immediately and, that too, at mind-boggling prices that teenagers can afford on their pocket allowance. Guess what the average retail price of a Jennyfer product is? It's Dh55. Which is why, she adds, Jennyfer introduces more than 10,000 various designs in one season, making it more than 20,000 different designs a year. "It gives our customers a sense of being in tune with the latest trends. They feel they are in sync with the times."
Shetty points out that, to really vibe with the teenagers, all of the Apparel Group's Jennyfer outlets have been created with funky ambience: large posters of international pop stars hanging on the walls, about a half a dozen video screens flashing dance and hip hop numbers, CD terminals for customers to tune in to groovy songs et al. To personalise Jennyfer among its target segment, the Group also sponsors many youth-related events. "We hit the schools and colleges and distribute Jennyfer T-shirts and become part of their fashion shows, sporting events and other activities," of course, Shetty hastens to add, "Jennyfer is not only about teenagers. Our product range helps us also cater to diverse age groups among women who are fashion-conscious."
Shetty thinks it's very easy to launch a fashion brand in Dubai market because the city has a cosmopolitan crowd and an open ethos. "The market is bold here, unlike other places which are rather conservative." The Group has evidently planned a big splashy launch for the Jennyfer brand. The inauguration is to be followed by a dance number, Jenny on the Block and then DJ Cowboy belting out some choice numbers, marking the beginning of the 2-week Jennyfer Gala Festival.
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