Dubai Duty Free has launched a “˜Full of Surprises’ shop floor campaign, building on the tagline the retailer uses in much of its consumer and business advertising. The campaign comprises three elements: a series of top value offers each month, a surprise gift with purchase on selected lines and even a “˜Mr Surprise’. The latter roams the shop floor, “˜surprising’ customers by giving them a wrapped gift from Dubai Duty Free, such as a pen, pashmina or perfume. |
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UAE. Dubai Duty Free is restructuring its entire fashion area over the next few weeks in a major push within a category that has gained rapidly in importance for the retailer.
Located in Zone 6 of the Sheikh Rashid Terminal, the new area covers approximately 150sq m. It features six main fashion brands with individual branded areas.
The six principals are Hugo Boss (men’s fashion), Givenchy (men’s fashion), Lanvin (men’s fashion), Polo Ralph Lauren (men’s fashion and the first such airport retail area in the Middle East), Paul Smith (men’s fashion and accessories), Christian Dior (men’s accessories and jewellery), Hermès (watches, perfume, accessories)
A Dubai Duty Free spokesperson told The Moodie Report that each fashion brand has been responsible for the design of its own retail area. The fit-out has been constructed overseas (for some) and locally for others.
Work is expected to be complete by early December A number of the fashion houses have taken the option of having dedicated staff. These will be Dubai Duty Free employees who will be trained specifically on the individual brand and will be responsible for areas such as stock control and orders.
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