This title was recently awarded to Apparel Group’s omnichannel platform, 6thStreet.com at a prestigious retail awards ceremony and with the tech-forward initiatives it took in 2022, it was no surprise. As the retail world evolves both technologically and digitally, the platform is one of the first in the GCC e-commerce arena to adapt its customer experience in line with the wave. The fashion & lifestyle e-retailer is known for its innovative streak and has a track record to prove it, such as the opening of the first phygital store in the Middle East, its space in the metaverse, and its shoppable NFTs.
CEO of 6thStreet.com Dharmin Ved is the brain behind each new operation and project introduced to its shoppers. His innovative vision for the company and a “What Next?” state of mind have led it to become a tech-advanced player in e-commerce in the GCC region. In an interview, Dharmin Ved explained “ Shopping behavior has clearly changed during the past few years, and we’re very excited to evolve to meet these ever-changing expectations. We do that by staying relevant, dynamic and focused without being stuck in our ways. That means catering to a new generation of customers in a new way.” Being a Dubai-based conglomerate, 6thStreet.com is truly at the heart of global shopping creating a new generation of smart retail and simultaneously strengthening the digital economy.
In September 2022, it opened its first phygital store in Dubai Hills Mall. The 6thStreet.com Store is a first-of-its-kind in the Middle East that blends online and in-store shopping to give visitors a never-before experience in an innovative tech-led space. Complete with online browsing and smart fitting rooms, the store offers customers the best of both shopping worlds where they can touch and feel products, and enjoy the social aspect of shopping, without facing the challenges of long shipping times, limited inventories in store, or waiting in check-out lines. It holds 2.5x times the styles of a regular store, with almost every brand the 6thStreet.com app has available in the UAE such as Birkenstock, Calvin Klein, Tommy Hilfiger, Crocs, Levi’s, Skechers, Adidas, Nike, Dune London, Aldo, Toms and more.
Space6, 6thStreet.com’s exploration into the Metaverse, combines online shopping with a futuristic virtual world. Blending the best of fashion and Web3.0, the space curates and presents the latest in fashion & collectibles from over 1200+ international brands; complete with 5 shoppable rooms, an auditorium, a cinema hall, and a lounge area, along with a designated section for unbeatable offers and discounts. The dynamic destination was created using Spatial.io and can be accessed by anyone anywhere via a web link.
NFTs sold during 6thStreet.com’s Super November campaign is another exciting initiative taken by the company. Following the increasingly popular wave of cryptocurrency, it introduced and sold 25 unique one-of-a-kind NFTs (Non-Fungible Tokens) featuring mega-influencer Zainab Al Alwan and in collaboration with brands like Charles & Keith, Dune London, Beverly Hills Polo Club & more. These collectibles were shoppable on the 6thStreet.com app and at Space6.
Each of these ventures inched 6thStreet.com closer to a more futuristic shopping platform and at the front line among e-retailers in the region. Its evolutionary actions in 2022 are only the beginning of many future-forward ideas by the company. In 2023, 6thStreet.com only plans to get bigger in the digital space as we wait to see what next it has in store for us.
About 6thStreet.com
6thStreet.com is an omnichannel fashion & lifestyle destination that offers 1200+ high-street fashion & beauty brands in the UAE, KSA, Kuwait, Oman, Bahrain & Qatar. Customers can shop the latest on-trend outfits, shoes, bags, beauty essentials and accessories from international brands such as Tommy Hilfiger, Calvin Klein, Hugo Boss, Marks & Spencers, Dune London, Charles & Keith, Aldo, Crocs, Birkenstock, Skechers, Levi’s, Nike, Adidas, L’Oreal Paris and, Inglot amongst many more. 6thStreet.com recently opened GCC’s first phygital store at Dubai Hills Mall; an innovative tech-led space which combines the best of both online & offline shopping with online browsing & smart fitting rooms. To complete the omnichannel experience, 6thStreet.com offers shoppers 100-day free returns, Club Apparel rewards & an option to Click & Collect.
About Apparel Group LLC
Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2,010 retail stores and 78 brands on all platforms while employing over 18,500+ multicultural staff.
Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt and Philippines.
Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia and Asia. The brands include leading names in fashion, footwear and lifestyle such as Tommy Hilfiger, Charles & Keith, Skechers, Aldo, Nine West, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot and Rituals.
Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades.
