Fashion in Dubai is moving beyond malls and the high-street to soon having a dedicated district all of its own. While there is no denying Dubai’s status as one of the global cities with a natural affinity for luxury retailing, the creation of a dedicated real estate — Dubai Design District — is a nod to the possibilities created by local and regional designers, established and emerging, as well as the spawning of e-commerce led fashion ventures.
Young designers were happy to hear about the announcement.
“Government support is the best support we can get. It would be a nice opportunity to try it out,” said Roadha Bin Khedia, co-founder of Khawla W Roadha, a fashion label that makes modern Arabic dresses. Roadha launched the label around five month ago with her sister Khawla, and their designs are sold across three boutiques in the UAE.
The decision to base the district in Business Bay is significant. The infrastructure is already there and to provide the necessary tweaks for the fashion district will be easy enough, according to industry sources.
“There is a natural base of start-ups in the local fashion business who cannot aspire to get into a mall or a high-street at the present stage of evolution — for them a dedicated commercial hub with a fashion platform will be ideal,” said Devyani Dayal, founder of SheMovesOnline.com, a fashion-focussed venture launched in 2011.
But the proposed district is going to be more than a storefront. Yesterday’s announcement has made it clear that design institutes will be part of the landscape as will a convention centre. At one stroke, it will also raise the stakes for Business Bay as a realty destination offering more than commercial and residential choices.
The fact that Tecom Investments is helming the project is significant given that it scripted the creation of Dubai Internet and Media cities.
Incidentally, there had been an earlier attempt to develop a retail/luxury oriented cluster during the property boom. At the time the plan was to develop one on the Palm.
“Since 2009 there has been a rush of entrepreneurial activity from within the UAE and many of these have had a retail or fashion focus,” said Dayal. “It has been led by those who have been calling Dubai or the UAE their home for years and wanted something more than a 9 to 5 job on their resume. Dubai Design District could be the right platform for them.”
Will the big retail groups have a role? That is a question that will need the comfort of time to provide the right answer.
According to a senior manager with a leading retail group, “Retail is integrated into Dubai’s economy and since the crisis its importance has only grown in magnitude alongside hospitality and trade. Retail in Dubai already has its established processes — the Design District creates a value-add process for tomorrow’s requirements.”
— with input from Sarah Algethami
