Apparel Group’s renowned brand 6thStreet.com, which is headquartered in Dubai, has opened the first phygital store that’s entirely dedicated to fashion at Dubai Hill Mall – an innovative, technology-driven place where online shopping merges with a physical space.
The new store is the future of retail, offering customers an integrated omnichannel experience with the benefits of both online and bricks-and-mortar shopping.
Imagine walking into an empty shop, using a tablet to browse through items, selecting them, and then trying them in the fitting room. This is exactly the kind of shopping experience 6thStreet.com wants to offer its customers.
Importantly, the customers have access to more than 1,200 brands such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, adidas, Nike, Dune London, Aldo, Toms, and more with a response time of 3 minutes, offering the best of both traditional and online experience.
“We have taken a physical space and added a digital element to it,” said Dharmin Ved, CEO of 6thStreet, adding “We were thinking of creating a ‘wow’ experience for our customers when we realised that there are certain elements, like the touch and feel and the instant gratification of shopping, that are only available offline should surely be incorporated.”
Located on the ground floor of Dubai Hills Mall, the 7,535 sq. ft. shop is equipped with 38 tablets and seven fitting rooms. The phygital store has seven times the inventory of a regular store, with almost all brands offered by the 6thStreet.com app in the UAE.
“6thStreet.com will continue to push boundaries when it comes to delivering never-before experiences for our customers. We anticipate that the tech-savvy citizen of the UAE would welcome the phygital store with an open heart, concluded Dharmin Ved.
