Dubai opens its first store “without any products” on display, delivers an immersive customer experience

Dubai – The Apparel Group

is a multinational fashion and lifestyle retail company with headquarters in Dubai, United Arab Emirates. At present, the Apparel Group serves tens of thousands of eager customers through its 1900+ retail locations and 75+ brands across all platforms while employing over 16,500 multicultural workers.
Apparel Group has increased its market access points in India, South Africa, Singapore, Indonesia, Thailand, and Malaysia in addition to solidifying its position in the GCC. Furthermore, there are well-defined strategies in place to penetrate developing markets, including those in the Philippines, Pakistan, Egypt, and Hungary.
Apparel Group has created an omnichannel experience for its brands, which it operates across North America, South America, Europe, Australia, and Asia. Leading names in apparel, accessories, and lifestyle are represented by the brands, which also include Rituals, Tim Hortons, Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, and Skechers.
The vibrant Founder and Chairwoman of Apparel Group, Mrs Sima Ganwani Ved, who has led the organisation from strength to strength since its founding in the previous two decades, is responsible for the company’s incredible success.
At Dubai Hill Mall, an avant-garde, technology-driven location where online shopping blends with a physical space, renowned company, headquartered in Dubai, has built the first phygital store solely devoted to fashion.
Apparel Group’s 6thStreet is an omnichannel e-commerce fashion destination. The Platform carries a wide range of footwear, handbags, clothing, and accessories from the most renowned fashion labels in the world, including Tommy Hilfiger, Dune London, Charles & Keith, ALDO, Naturalizer, Nine West, New Balance, Crocs, Birkenstock, Skechers, Levi’s, Aeropostale, Garage, Nike, Adidas, Adidas Originals, Rituals, and many more.
The mission of 6thStreet, an upscale fashion and leisure e-store is to style GEN NOW to WOW. They believe in looking like a million bucks, not spending it, which is why they deliver on-trend shoes, bags, outfits, and accessories to your door. They also bring the top international brands to customers at the most reasonable costs.
The new location represents the future of retail by giving customers a seamless omnichannel experience that combines the advantages of both online and in-person purchasing.
Imagine entering a shop that is vacant, using a tablet to browse the merchandise, choosing a few items, and then trying them on in the changing area. The sort of purchasing experience that wishes to provide to its clients is just this.
With a response time of 3 minutes, customers can access more than 1,200 brands, including Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms, and more, providing the best of both offline and online experiences.
Dharmin Ved, the CEO of 6thStreet, said, “We have taken a physical space and added a digital element to it. We were thinking of creating a ‘wow’ experience for our customers when we realised that there are certain elements, like the touch and feel and the instant gratification of shopping, that are only available offline should definitely be incorporated.”
The 7,535 square foot shop, which is on the ground floor of Dubai Hills Mall, has seven fitting rooms and 38 tablets. The inventory of the phygital store is seven times greater than that of a typical store, and practically all brands are available in the UAE via the app.
“ will continue to push boundaries when it comes to delivering never-before experiences for our customers. We anticipate that the tech-savvy citizen of the UAE would welcome the phygital store with an open heart,” concluded Dharmin Ved.
The concept of merging the online and offline shopping experience is incredible. To think and come up with an idea like that can only be the work of a mastermind. This idea is novel and distinctive to the general public, garners a lot of interest, and could be advantageous to the brand and the business. Customers consistently seek extraordinary buying experiences, and 6thStreet has unquestionably met those expectations with its first-ever phygital store.

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