Global brands create dedicated e-stores for the Gulf

Fashion brands including Hugo Boss, Bulgari and Louis Vuitton have created e-commerce platforms designed for Gulf countries, in a bid to adapt to changing consumption habits.

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São Paulo – As shopping habits shift towards e-commerce in Gulf countries, global fashsion brands are creating e-stores to move product across the region, Saudi newspaper Arab News reported in its website.

Hugo Boss was one of the latest brands to open a regional online store to cater to Saudi Arabia, United Arab Emirates, Kuwait, Bahrain and Oman. Last year saw Bulgari, Louis Vuitton and Dior make their own platforms available in the region, as Covid-19 lockdowns and curfews peaked. Diesel also announced an e-commerce platform targeting the UAE and Saudi Arabia.

Online platforms often feature sales and exclusive collections, and fashion brands are reinventing themselves to engage shoppers away from brick-and-mortar stores where they used to try on clothes. Some are tapping into 3D and augmented reality to create a “holistic shopping experience,” Arab News reported.

Translated by Gabriel Pomerancblum

AFP

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