When Ounass launched in 2016 it quickly became the UAE’s go-to destination for online luxury shopping.
With a vast array of brands and top-level customer service, Ounass has successfully carved its place in the market and become a leader in online luxury retail in the Middle East. But where does it go from here? With the online luxury market growing and becoming more and more competitive it is crucial to stand out from competitors and never let that level of service slip. With customers becoming evermore demanding, the online retail platform is exploring new ways to connect with its clients and ensure it is offering a 360 exemplary service. Here we find out more about what’s in the pipeline with Vice President Muge Basaran.
How would you sum up the universe of Ounass today?
Ounass was established in 2016 as Al Tayer Group’s inaugural exclusively digital luxury e-commerce site and today it stands as a premier platform offering meticulously curated collections from both local and international designers. Specialising in top-tier fashion, beauty, lifestyle, and homeware, Ounass has proudly featured over 1200 luxury brands. Operating exclusively in the Middle East, our commitment extends to showcasing impeccable local talent and providing exceptional local service.
What is the vision and direction moving forward for the company?
Ounass has a distinct and well-defined vision: to become ‘The leading luxury technology platform in emerging markets’. To bring this vision to fruition, Ounass has dedicated its efforts to understanding and enhancing its unique flywheel, the elements that contribute to its success and set it apart from both local and global competitors.
In such a competitive market with many international brands at play, how do you stand out from competitors?
Situated in Dubai, Ounass sets itself apart in a highly competitive market by providing a personalised experience through its tailored website, app, and Personal Shopping service. Our distinctive approach is characterised by unmatched service at various stages of the customer journey, coupled with a dedicated commitment to localisation. Additionally, we secure the best luxury and exclusive brands, further distinguishing us from competitors in the dynamic international luxury fashion arena.
What do you think Ounass offers that makes its customer experience better than what they would get elsewhere?
Ounass stands out by maintaining a steadfast commitment to the customer. The brand excels in ensuring a seamless customer journey, coupled with unparalleled service. Notably, Ounass offers a two-hour delivery in Dubai, same-day delivery within the UAE, a three-hour delivery in Riyadh, and express delivery services to KSA, Kuwait, Oman, Bahrain, and Qatar. The dedication to localisation extends from onboarding the most relevant and premium brands to incorporating local payment methods, elevating the overall customer experience.
We have seen some exciting partnerships, pop-ups and events recently – tell us about this and what do you look for when looking for activations and brand partners.
As a digital-only player in the luxury fashion arena, Ounass consistently seeks opportunities to establish personal connections with our customers, enhance our service offerings, and bridge the gap between online and offline experiences. To achieve this, we actively pursue partnerships to create exciting collaborations along our journey. Recent examples include pop-ups with esteemed brand partners like Amina Muaddi, Fear of God Essentials, Kith, Represent, Adanola in Dubai, as well as Pangaia in Kuwait. We also celebrated the launch of Dolce & Gabbana X Ounass at the Atlantis Royal Hotel in Dubai. The selection of partners is driven by the importance of exclusivity in our assortments, ensuring that our collaborations result in engaging and exceptional customer interactions.
Can you tell us a little about some of the exclusive brands you now have onboard at Ounass?
Throughout the years, Ounass has successfully curated a portfolio of highly sought-after brands, exemplified by the exclusivity of Pangaia, Kith and Fear of God Essentials. Our dedicated buying team continuously seeks out trendy brands, ensuring their exclusivity within the Ounass collection. Beyond securing exclusive brands, we maintain a strategic focus on introducing distinctive products and assortments, further setting us apart in the eyes of our discerning customers.
What about exclusive capsule collections – is this something that works well for the platform?
Certainly, it does. Our customers value the opportunity to explore exclusive capsule collections from both global and local brands, a unique offering not available on other platforms. Providing pre-launch exclusives from prestigious brands such as Saint Laurent or Bottega Veneta exemplifies our commitment to ensuring differentiation for our customers, particularly at the assortment level.
What about regional designers? Tell us about this category and how Ounass helps support regional talent.
Ounass underscores the significance of locally-led luxury by showcasing over 125 brands rooted in the local culture across various categories such as fashion, beauty, and jewellery. As a brand born locally in this region, Ounass places a strong emphasis on engaging with customers at the local level. This is achieved through dedicated local content that directly resonates with our customers and supports regional talent. We consistently seek out locally relevant brands to join our platform, recognising that regional talent is an integral part of the community we belong to.
Can you share some details on what you have for Ramadan?
Ramadan holds immense significance for Ounass, prompting thorough planning to ensure a unique and meaningful experience. We are strategising various campaigns that will span across most of our regions. Additionally, we aim to elevate our service offerings to cater to the specific needs of our customers during this exceptional time of the year.
Can you tell us a little about the men’s segment and how that’s performing?
The men’s segment is experiencing notable success, attributed to our focused approach in curating the right brands, assortments, and exclusive offerings tailored for men. Traditionally, women’s fashion has held a dominant position in the online luxury fashion market. Nevertheless, the men’s luxury fashion segment is consistently growing, reflecting a heightened interest in fashion among men. This positive trend aligns with our experience at Ounass.
On a global scale, how would you design the online luxury retail landscape today and where it’s going?
Creating the online luxury retail landscape includes skilfully integrating state-of-the-art technology, sustainable practices, worldwide accessibility, and a tailored customer experience. The forthcoming trajectory of online luxury retail will be dynamic, influenced by changing consumer preferences, technological breakthroughs, and a fully-fledged dedication to ethical and sustainable principles. Embracing innovation and staying attuned to emerging trends will be pivotal.
What is one change you would like to see in the industry?
One pivotal change I would like to witness in the luxury retail industry is a more universal adoption of sustainable and ethical practices. Encouraging environmentally conscious sourcing, production, and packaging, coupled with ethical practices, would not only align with evolving consumer values but also contribute to a more responsible and enduring industry. This shift towards sustainability can foster positive impacts both environmentally and socially, ensuring a more harmonious relationship between luxury commerce and the broader global community.
How does social media support your reach?
Social media serves as a crucial channel in expanding our reach and fostering brand engagement. Platforms such as Instagram, Facebook, Snapchat and TikTok play a pivotal role in amplifying our brand presence and connecting with a diverse audience. We leverage social media to showcase our latest products, our exclusive offerings, and to create an immersive brand experience. Additionally, social media enables direct interaction with our audience, allowing us to respond to inquiries, gather feedback, and cultivate a sense of community. By harnessing the power of social media, we extend our reach, staying connected with our customers and keeping up with the ever-changing trends and preferences in the dynamic realm of luxury fashion.
What else is in the pipeline for Ounass this year?
We will persist in enhancing the customer experience by introducing new features and projects, expanding through additional activations via multiple channels, continually adding new brands, and ensuring the right assortments are on the platform. We will emphasise a heightened focus on localisation while maintaining a seamless platform journey with distinct service offerings. The year began with a significant milestone as Ounass collaborated with Dolce & Gabbana, showcasing a luxurious takeover of Cloud 22 rooftop pool and an exclusive pop-up. As we progress through the year, anticipate more creativity and a steadfast commitment to embracing our customers’ evolving needs.
