In this interview, Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle ,lululemon has strategically expanded its footprint in the region. Tell us more about how this partnership has strengthened and what are the factors driving its popularity in the Middle East. In 2015, Majid Al Futtaim Lifestyle embarked on a transformative journey with lululemon, bringing the global athletic apparel leader to the Middle East with one store in Dubai (the number has now gone up to eight). Today, we have 20 stores across the GCC, with the latest openings including a store in City Walk and a shop-in-shop in our THAT Concept Store, a testament to the brand’s phenomenal success in the region. This substantial growth can be attributed to several key factors. First and foremost is our deep understanding and integration into the regional fitness culture. The Middle East has witnessed a surging interest in health and wellness, and lululemon’s commitment to fostering a community-driven approach has resonated deeply with the local audience. The brand’s emphasis on authentic connections with the thesweatlife community has played a crucial role in establishing it as a household name in the region. Tell us how MAF Lifestyle has evolved the customer experience when it comes to the brand across its stores. Our ongoing mission for Majid Al Futtaim Lifestyle is to prioritise customer experience and centricity across all our brands. Since our journey with lululemon began, this commitment has only strengthened, and the recent opening of our 20th store at City Walk is a testament to this dedication. The immersive lululemon studio at our City Walk marks the first of its kind in the region. This space is not just a retail area, it’s a dynamic hub for various sweat classes. We believe in going beyond traditional retail by offering an engaging environment where fitness enthusiasts can come together, creating a community-driven wellness destination.
What are some key trends you are seeing when it comes to purchasing patterns, online purchases etc?
The integration of online and offline channels into omnichannel strategies is becoming crucial, as consumers expect a seamless shopping experience across various platforms. Social commerce is gaining prominence, with consumers not only discovering products on social media but also making direct purchases through integrated shopping features. Personalisation is also a key focus, with consumers valuing tailored recommendations and personalised content.
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