Dubai: You can drive them around and bask in the status that they bestow on you as the owner. But, just as likely, you are bound to wear them on your sleeve or carry them around in your pockets.
Automotive brands are creating associations with users that go well beyond the vehicles, by way of leather accessories, exclusive watch collections and even apparel. Gargash Enterprises, which represents Mercedes-Benz in Dubai and the northern emirates, is now making a business case to have more standalone outlets selling accessories bearing the German prestige brand’s collections.
Currently, it operates dedicated areas for such merchandise at its showrooms in Deira and Shaikh Zayed Road, as well as one at the Al Barsha Mall. “We are at the moment working on a financial feasibility plan to maximise presence of this business line in Dubai,” said Karl-Johan Sandesjo, General Manager at Gargash Enterprises. “There is great potential with the lifestyle accessories line.
“But we are in negotiations with the principal [Daimler] on how best we can take the standalone concept forward and where they can support us. A key financial consideration with opening standalone stores would be getting the merchandising mix right and addressing the seasonality factor. Because unlike with generic fashion and accessories brands, the is no change with each season.”
