You might recall that earlier this year I, fellow contributor Cameron, wrote about Abercrombie & Fitch Co. signing a deal with Majid Al Futtaim Fashion to secure a contract to bring its brands to the United Arab Emirates. (See prior post). News came and went, and nothing much was said about it. But after more developments and some great recent pics from our Irish correspondent, Patrick, there's more to come to know about the first A&F Family brand in the Middle East...
Currently under construction, this special upcoming Pier is being set up inside Dubai's Mall of the Emirates – the region's exceptionally exclusive shopping resort destination. HCo at the Mall of the Emirates will be located in what was previously the old Shoe Citi unit, between Forever 21 and the Spanish chain, Massimo Dutti. The storefront will be two storeys, although there could only be one sales floor, as is the majority standard internationally (though with some exceptions).
Boasting outstanding fashion retail, entertainment, and dining, the Mall of the Emirates is the perfect place for such as an iconic western brand! It's literally a multiple-award winning mecca of utmost quality. The complex already houses brands such as Diesel, DKNY, Guess, Longchamp, Nine West, Tommy Hilfiger, Victoria's Secret, Zara, and Breitling watches just to name a few. The mall is 2.4 million square feet (about 220,000 square meters) and has a 14 screen cinema; a 500 seat theatre; and two adjoining 5-star hotels. And it is also linked to Ski Dubai, an indoor ski resort!
After his trip to Hong Kong (see his A&F Hong Kong pics; the rest coming soon!), Patrick dropped by Dubai and passed by to see HCo's spot with its advertising. Note that it is a pic from Back-to-School 2011 sans exposed bodies and abs...
What do you hope to see from A&F in terms of marketing and operations in the Middle East? What do you think of the location? Drop a comment below and I'll be sure to reply!
|Fan-art © Cameron, The Sitch on Fitch|