Adding value to shopping

Although the DSF was the first such event in the region, it is not unique in concept.

Various cities and countries like Singapore and Malaysia have been hosting such events for years to attract visitors to boost tourism and retail sectors, and largely the economy.

Events like the DSF, Singapore Festival and Malaysia Mega Sale usually begin with seasonal sales when thousands of retailers try to get rid of old stocks by offering them at throwaway prices to make room for fresh ones. In Dubai, clothing stores usually hold sales twice a year - in Autumn and Spring.

They usually pay a fee to the Department of Economic Development (DED) to run the sale campaign. Almost all major retailers used to run the sale by September or October to get rid of the summer stocks and bring in the winter clothes, and by February or March for summer collections.

The DSF's origin somehow lies in this retail pattern - similar to those in Singapore and Malaysia.

The Malaysia Mega Sale in July-August helps the retailers to offload the old, dead and summer stocks. The government then spends some of the money generated through fees and sponsorships in creating attractions such as decorating the city with lights, banners, neon-signs and other means. However, the DSF stands out of the crowd as it also promotes cultural gatherings in addition to the shopping and entertainment element. The slogan - One World One Family One Festival - has a universal appeal that attracts people from all cultures and creeds.

In many ways, the DSF brings back life into the city of Dubai - which is largely a collection of well designed concrete structures - through hundreds of activities and funfare, and reminds its busy residents that they can have fun outdoors. Although this mega-buck event eats into the hard-earned savings of the average wage earner, it also pays back most of it through fun and entertainment. In a capitalist society, even fun is not for free.

However, as long as it remains good value for money, every bit is worth it!