 |
“It has been very challenging as well as an enjoyable journey“ |
Niveen Ibrahim General Manager Moni Ducci |
UAE. “Creating a brand from scratch is not an easy task, but when you believe in what you do and you know where you are heading, the mission is achievable.” In the latest edition of our new feature series, ‘The Innovators’, we speak to Niveen Ibrahim, General Manager of fashion and accessories house Moni Ducci, which she helped launch three years ago using travel retail as a key platform.
Ms Ibrahim is no stranger to the travel retail channel. She served the former Abu Dhabi Duty Free operation with distinction for nearly two decades, latterly as General Manager, before a brief role as Commercial Director of Abu Dhabi Airports Company.
In September 2007 she resigned that post to team up with her long-time boss Mohamed Mounib at Pearl Azure, the ambitious UAE hotel, leisure and retail development company, as Business Development Director.
The Chairman was another well-known figure in aviation and travel retail circles, the former Chairman of Abu Dhabi Civil Aviation, Sheikh Hamdan bin Mubarak Al Nahyan.
The development wasn’t long in coming. The company quickly branched out into brand and agency ownership via a sister enterprise, TMMCO Ltd Commercial Agencies.
Soon after, Ms Ibrahim conceived and drove the launch of Moni Ducci, a luxury fashion and accessories brand targeted specifically at business travellers.
The company memorably underpinned its launch with a highly innovative web advertising campaign via The Moodie Report.com (pictured) which began with what appeared to be the outline of a woman’s dress but using flash animation became a man’s tie and shirt.
That spirit of innovation has never been lost, nor has the focus on travel retail, which Ms Ibrahim pledged would be a lynch-pin for development – supported by a strong presence in upmarket stores in the UAE and wider Middle East.
 |
In just three years Moni Ducci has grown into a brand of distinction in both local markets and travel retail |
This year Moni Ducci is celebrating its third anniversary in travel retail by launching what it describes as a “revolutionary” merchandising concept designed to bring “a theatre experience linked to high-end technology” to the sector.
Talking to The Moodie Report this week Ms Ibrahim unveiled the company’s latest innovation, the “˜Magic Mirror’ – an innovation that allows customers to “˜try on’ shirts “˜virtually’, via a plasma screen.
She explained: “Via the plasma screen the Magic Mirror will show customers the shirts they like – just as if they had actually put them on. It will also advise the customer of the best collar for his face type.
“In addition to many other tips, the shopper will get also hi-tech personal service with real attention to detail.”
The concept will be revealed at a presentation and cocktail party on Moni Ducci’s stand (#D36 in the Yellow Village) at the TFWA World Exhibition in Cannes next month.
Selected retailers and fashion buyers have been invited to the event as well as leading trade media.
Ms Ibrahim was upbeat about Moni Ducci’s progress in travel retail since its debut at TFWA Asia Pacific in Singapore in May 2008.
“We introduced the new concept and we were optimistic about its future in travel retail,” she recalled. “And it has been proved successful.”
She said that the brand was created for “the young and young at heart business travellers who hold top managerial positions”.
 |
Moni Ducci’s famous ‘Attraction is just the beginning’ web advertising campaign began with what appears to be the outline of a woman’s dress that, using flash animation, quickly transformed into a man’s tie and shirt |
This group, she explained, is characterized by the following traits:
Technology savvy
Up to date with latest world sports, entertainment, technology and current affairs
High disposable income
Active lifestyle
Exposed and well-travelled
Enjoy looking and feeling different
Detail oriented
Enjoy shopping and are impulsive buyers
She continued: “We have identified Moni Ducci as a liberating brand, targeting those who own a strong personality and have a great sense of self-confidence. They set trends and don’t necessarily follow them.
“Our customers hate to pay more than the value of anything. They are successful business people who understand all about the value of money but they never compromise about quality.
“Those people are always busy. When they travel, they don’t have time to try on each shirt they buy, sometimes they don’t even have time to do all their shopping due to lack of time, and here’s the key to the concept of the Magic Mirror.”
Describing the brand’s progress in travel retail, Ms Ibrahim said that men’s accessories (particularly leather belts and cufflinks, men’s shirts, ladies handbags and ladies T-shirts) are some of its best sellers at Dubai Duty Free (the world’s biggest duty free location in 2010).
The company’s watches are now onboard seven major airlines and in August the company is inaugurating its boutique at Sharjah Dufry Duty Free in the UAE.
 |
Shirts are a core part of the Moni Ducci men’s range |
“It has been very challenging as well as an enjoyable journey,” she said. “Creating a brand from scratch is not an easy task, but when you believe in what you do and you know where you are heading, the mission is achievable.
“In Cannes 2011, our innovative Magic Mirror merchandising concept is going to be introduced, which we believe will take the brand to new heights in travel retail,” she concluded.
“It will bring something new and innovative not only to the brand but to travel retail shopping in general.”
As any entrepreneur will testify, real risk-takers and innovators are few and far between in commercial life. And the number of success stories within that group is much smaller again.
Moni Ducci has defied the odds while championing the travel retail channel during its exciting three-year journey. Its future looks bright.
PROFILING THE MONI DUCCI RANGE
Men’s wear: Shirts, casual wear, golf shirts, shoes
Men’s accessories: Ties, cufflinks, belts
Ladies’ wear: Casual wear, shoes
Ladies’ accessories: Handbags, scarves
Timepieces: Men’s and women’s
Eyewear: Men’s and women’s
Leather products: Men’s and women’s
For full details on Moni Ducci see www.MoniDucci.it
For all enquiries please contact Niveen Ibrahim at Niveen@pearlazure.ae
PREVIOUSLY ON THE INNOVATORS
The Innovators: OTG redefines the airport F&B experience
The Innovators: Flying high, flying healthy with 1Above
FOOTNOTE: Would you like your company or product to be featured via The Innovators? Does it tick the boxes of innovation, imagination and creativity? In what way is it bringing something different to the airport or travel retail channel? Send your thoughts please to Martin@TheMoodieReport.com
