UK-based retailer Marks & Spencer (M&S) has set up its brand new store at Mirdif City Centre as part of its planned expansion in the GCC. Located on ground floor of the mall, the 15,000 sqft store offers this season’s latest collections from the brand as well as M&S’ exclusive innovations across women’s wear, menswear and kidswear. That apart, accessories, footwear, sleepwear, lingerie and beauty products are also available.
With better product segmentation made keeping in mind local demographics and clearer brand differentiation – outlining defined brand areas that reflect the unique handwriting of each clothing sub-brand for customers to quickly identify their preference – and improved navigation, the new store format provides an easy yet pleasant shopping experience. Moreover, highlighting distinctive M&S brands, prominent standalone sections with clearer signage and branding are created to enliven the in-store journey.
“By launching this new concept store, we are reaffirming our commitment to present a rewarding shopping experience to the customers in Mirdif City Centre. We have stocked unique product offerings at the new M&S store to suit the needs and taste of our customers,” says John Cooper, managing director of M&S UAE. “Currently, there are 10 M&S stores across the UAE, run under our longstanding franchise agreement with Dubai based Al-Futtaim Group. Going ahead, we will continue to the roll-out our new store formats to deliver an improved shopping experience through our unique product range that will be available across our entire store portfolio,” he adds.