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- The appetite for luxury goes “Tan-gital” - 20. December 2017
The Middle East consumer’s appetite for luxury has grown insatiable, at best gluttonous, so much so that online luxury malls, open 24/7, are now an emerging powerhouse. Ounass, “The Definitive Home of Luxury” from retail giant Al Tayer Group promises free 2-hour delivery within Dubai, while The Modist, “The First Ever Luxury Modest Fashion Destination” launched from a formidable start-up promises a platform that includes a personal shopping and styling team, 24/7 customer concierge service, and same-day delivery in the Middle East. Both are a direct response to Net-A-Porter’s success in a region which now represents an average order value 50% higher than the rest of the world. But digital retail is only half the luxury equation in the Middle East. Tangible experiences – in the form of brick and mortar stores clobbered up in “luxury wings” of prominent malls are now co-existing with pop-ups the magnitude, detail, and scale of actual retail stores. “Tan-gital” is the tight path between exclusive, physical on-ground experiences and the trend of forming luxury malls online. A trend with a win-win situation?
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