Jennyfer eyes sales boost with new concept

Dubai: The French fashion label Jennyfer has made a return to the local marketplace, this time reinforcing its credentials through a new store concept.

The disintegration of an earlier partnership meant Jennyfer was absent from local shelves for a year. Now, with a new partnership in place as well as store locations, the brand expects to make up for lost time in the mid-range fashion category and sales gains of 10 to 15 per cent.

"The GCC is our most important market and it has always been a priority for us to have stores in Dubai," said Yves Gory, export area manager of Jennyfer, Middle East and Africa. "Sales were much lower with our previous partnership because of our store locations, but now we're in the most important malls. We're expecting sales to increase."

Jennyfer has five stores — including those in Deira City Centre, The Dubai Mall and Mall of the Emirates — under the new partnership with H2 Fashion and plans to open a further one. "The brand is revisiting its regional strategy by re-establishing its presence more aggressively in Dubai," Gory added.

"The return of this vib-rant brand to Dubai is clear evidence that recession has ended, with many top brands consolidating their presence with greater optimism."

Jennyfer, which caters mainly to women between the ages 15 to 25, also has a new store concept which uses music, lights, video and graphics to good effect in drawing a customer in. The concept was developed in France and making its international debut in Dubai.

"Competition gets more and more tough every year — the battle is not with the product but more in terms of finding what's most appropriate and attractive for the customer," said Gory.

"Jennyfer has infused a new vibrancy in its network by adopting a new stunning look to its stores in Dubai.