The Way Forward

Middle East Interiors

By Doug Shaw

These are exciting and challenging times for those involved in the retail sector. Brands will have to evolve to suit the changing climate if they wish to remain financially viable.

To that end, the luxury market has led the way, taking steps to brush aside its aloof aura, repositioning itself to be more accessible to consumers. In 2009, sales in many retail outlets have declined up to 30 percent. Footfall has also dropped up to 20 percent.

During my earlier visits to the UAE, and now living here, I am starting to see some local retailers respond to the challenges of lower sales combined with increasing competition from international brands that are continuing to come into the market.

Whether it is brands we are currently working with, like luxury retailers Bloomingdale’s and Harvey Nichols, standalones like Cole Haan, or value retailers like an H&M and Top Shop, successful international brands come with a strong market positioning, distinct image and an acute sense of their target audience.

In the UAE, these qualities translate into an immediate resonance in the expat community, as well as the well-traveled locals. Local brands, which may have gotten on with just putting merchandise on racks, now know they have to develop a personal connection with the consumer if they are to survive the onslaught of international labels.

For us as a design firm, it offers immense possibilities to help these brands find their niche, as well as redress the image of established ones; after all, the store environment still offers the greatest potential to connect with consumers on an emotional level.

Successful stores combine great merchandise, service and marketing with imaginative visual merchandising, focused lighting, well-planned circulation and creative graphics to not just sell, but inspire! Creative integration of all these elements transforms a ‘name’ into a respected ‘brand.’

Local brands savvy enough to pick up on this will have the best chance of surviving the increased competition. With a sharp understanding of local tastes and shopping habits, they have a huge potential advantage over international brands.

Looking at the larger picture, shopping malls are also faced with rethinking. With everyone becoming more conscious of their spending, malls are pressed to amplify efforts to draw people in. While smaller, community-scale projects may cave in, bigger ones are looking at rebranding, refurbishing and exploring new avenues to bring in families. Malls in the UAE are prime examples: Mall of the Emirates is developing an extension to make room for new brands; The Dubai Mall has taken ‘family entertainment’ to a whole new level with its ice rink, gaming area and the Dubai Fountain, while Mirdif City Centre offers indoor skydiving.

Malls strategically located by Dubai’s Metro stations have a great opportunity to sharpen their brand message and capture the increased footfall from arriving at their doorstep. They see the urgency in evaluating the newly arriving demographic and creating branded environments that become new community gathering places as well as successful retail destinations.

So if you ask me, “How does the future of retail interior design look?” I think it looks bright. The coming months will bring exciting innovation from designers and retailers striving to survive Darwin’s rule in the new value-driven economy.

Doug Shaw is a director at award-winning, global retail design firm Callison. With an office in the UAE, Callison has an impressive repertoire of clients in the region. He can be reached at doug.shaw@callison.com