Dubai-based launches GCC’s 1st ever phygital fashion store

By Arya M Nair, Official Reporter
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The GCC’s leading fashion eCommerce destination, has opened the region’s first-ever phygital store, an innovative tech-led space where online shopping converges with a physical store.

Located in Dubai Hills Mall, the store is the future of retail, offering customers an integrated omnichannel experience with the benefits of both online and in-store shopping. It is owned by Apparel Group, the Dubai-headquartered global fashion and lifestyle retail conglomerate.

The store’s customers can use tablets to browse, pick and add items, just like they would while shopping online on the app. They can be trialed at the station or in an assigned fitting room, where an interactive screen allows customers to exchange sizes, request assistance and select purchases.

Customers can also touch and feel products, and enjoy the social aspect of shopping, without facing the challenges of long shipping times, limited inventories in store or waiting in check-out lines.

Dharmin Ved
Dharmin Ved
Founder & CEO

“After a year-long learning journey, our smarter retail concept is ready to welcome shoppers.  We have invested in digital transformation not only to drive top-line growth, but also to streamline efficiencies across the value chain. The store offers tangible proof of how AI and Machine Learning can be leveraged to create an exciting new store format as well as to create new opportunities for the retail sector, delivering speed, cost and sustainability benefits. The nurturing ecosystem created by the UAE government allows ambition and innovation to thrive, so it is only fitting that we launched our first phygital store in Dubai.”

The 7535-sq ft store is fitted with 38 tablets and 7 fitting rooms. Customers are assisted through the unique shopping experience by ten fashion advisors on the floor. The phygital store holds seven times the inventory of a regular store, with almost every brand the app has available in the UAE such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms and more.

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