Premier online luxury fashion platform Net-A-Porter has unveiled an Arabic-language version of its website for the region.
Both the original website and Net-A-Porter’s app have been released with Arabic language support to enable Arabic-speaking customers to browse, shop, and purchase in their preferred language. Visitors can revert back and switch between Arabic and English while prices remain in the local currency.
The Italian online fashion retailer has been in the region for close to 3 years now with its initial launch dating back to 2018.
It’s just one move, according to Ms. Nisreen Shocair, Chief Executive Officer of YOOX Net-A-Porter Middle East, in making Arabic-speaking customers feel catered to and appreciated.
Ms. Shocair remarked that “we aim to build long-term relationships with our regional customers, to continuously grow a strong local and global community around the Net-A-Porter brand. Through localized content and a dedicated merchandising team for the market, we are providing representation of our customers in the Middle East. When the customer feels represented, they will feel incentivized to shop.”
Net-A-Porter will also begin an advertisement campaign to showcase regional talent alongside international favorites, with the dual-language setting arriving ahead of Ramadan.
“Our team has worked on a beautiful localized editorial campaign that will run on Net-A-Porter Arabic, alongside exclusive designs from international and local brands, such as Semsem, Taller Marmo, Johanna Ortiz, and Reem Acra,” the YOOX Net-A-Porter Middle East CEO stated.
Ms. Shocair explained that there is a strong demand for regionally inspired items, citing Judith Leiber’s recent line of crystal bags as an example. The bags, which were decorated with the flags of Gulf countries and cost nearly Dh14,000, were snapped up in record time despite their high price.
With a Ramadan edit that better reflects the needs of women in the region, Net-A-Porter is hoping to entice regional shoppers. In terms of localized product curation, the portal’s Ramadan campaign and edit will be its first focal point.
“Alongside this, we are looking to create ongoing editorial on-site locally; covering different ways you can style your demure modest outfits throughout the holy month. We will also be covering the main beauty and skincare trends in a way that’s suitable for the customer’s needs throughout the month” Ms. Shocair maintained.