Emirati designers to showcase at Yas Mall pop-up this week – News

Saraya Designers exclusive pop-up store will be launched in Forever 21 Yas Mall

Yasser Sharaf, Vice President, Retail, Hospitality, Industrial and Financial Services, Sharaf Group. – Photos provided

Sharaf Retail’s Forever 21 brings a five-day pop-up at its Yas Mall store in Abu Dhabi in collaboration with the UAE’s renowned Saraya Designers. The show will run from June 15-19.

During the five-day showcase, shoppers will have the opportunity to purchase fashion and craftsmanship innovations created by home-grown Emirati designers. Showcasing exclusive products and unique pieces from the worlds of fashion, jewelry, beauty and design, this is the first of its kind Forever21 pop-up store.

Yasser Sharaf, Vice President, Retail, Hospitality, Industrial and Financial Services, Sharaf Group, said: “Novel concepts and a paradigm shift in the shopping experience is our promise to customers looking for stylish and professional products. Forever 21 has been a favorite of many since the past four years Along with the latest fashion, through this bespoke event at our Yas Mall store, we aim to provide our shoppers with an extraordinary window into Arabian fashion and craftsmanship.”

Sharaf Retail is an UAE retail group established in 2000 as the retail business unit of the Sharaf Group. As a multi-brand franchisee, the group manages a number of global brands under its portfolio, including Adventure Zone, Cotton ON, BODY by Cotton ON, Forever 21, Typo, Hello Kitty and three local brands Adventure HQ, Chillout, Ceramic Corner Café, all of which are spread across 64 stores in Middle and Far Eastern countries.

Saraya Exhibition was started in 2014 by two young Emirati women and has since grown to present more than 40 exhibitions in Abu Dhabi, Dubai and Al Ain in the UAE featuring 100 renowned Emirati designers.

“Sharaf Retail proactively collaborates and promotes Emirati talent. Emirati designers bring unique style propositions that perfectly blend typical Arabic culture while maintaining modernist integrity. We at Sharaf Retail believe in promoting young talent and have therefore executed program,” Sharaf said.

While the main goal is to leverage talent and give them a platform to showcase their collections, it also educates young talent on how the retail format works and how they fit into the competitive environment, which will ultimately help them expand their reach, he added.

Sharaf emphasized that companies are moving from transactional to normative relationships with customers every day. Understanding customer needs and designing or delivering solutions to meet their specific requirements is key, he added. “We’re definitely looking at these collaborations at a segment level, which will help cater to the target audience,” he said.