WORDS: AMY SESSIONS
A CLEAR DIRECTION
What has changed since you took on the role of CEO Middle East YOOX NET-A-PORTER GROUP both in terms of YNAP and the region? Each one of our four leading multi-brand online stores: NET-A-PORTER, MR. PORTER, YOOX and THE OUTNET has its own leadership position. My goal is to further strengthen each of these by growing new markets. We do this by adding new and exciting products and services to our offering in line with our customers’ local preferences and standards. As a business, we are currently focusing on tuning into the regional customers’ needs by offering them brand exclusives and unparalleled customer service in Arabic. We are also looking at amplifying our localization efforts and driving brand value proposition across our portfolio. How do you uphold the DNA of the brand and its core values whilst continuing to drive a clear direction of newness? YOOX NET-A-PORTER connects the most discerning customers with the joy of lasting luxury and fashion. We combine a curated edit of the world’s most coveted brands with personalised end-to-end service, all shaped by more than 20 years of insights into the modern luxury shopper. This commitment remains at the forefront of all our work. It will never change, and it’s reflected across all of the new directions that
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the business takes. An example is during the localization of our NET-A-PORTER website for the Middle East. We maintained our personalized services, our unparalleled editorial and roster of coveted brands by curating everything in the region’s language. It was our highest priority. Another aim is to continuously bring Middle Eastern talent and key opinion leaders to share their stories and accomplishments through PORTER Arabic. You’re a champion of home-grown brands in the UAE. How do you hone in on those which will be relevant for a global market and how do you partner in order to support them to be able to scale? We champion regional designers through our NET SUSTAIN edit that reflects NET-A-PORTER’s unique and exclusive offering of more consciously crafted fashion. This has struck the attention of local designers in the region. Having a local office with a local team also speeds up the process considerably as there is a pre-qualification process in terms of quality and design. For example, we recently launched Benchellal’s couture-worthy creations on NET SUSTAIN earlier this month. His designs offer eveningwear that is also sustainable, marking a long-term commitment to creating opportunities that contribute to a more circular and sustainable fashion system, in line with YOOX
NET-A-PORTER GROUP’s 2030 sustainability strategy, Infinity. We rise together as an industry with designers and retailers keeping each other strong to continue growing. The UAE encourages and cultivates an environment in which to thrive in business – how have you experienced this? I have set up over seven businesses in the UAE and what I find to be essential is establishing a full ecosystem that allows a company to get going. Whether it’s a startup or multinational, being seamless means that it is legally protected, ensuring the business can think about maintaining roots in the Middle East long term. This includes obvious set-up laws and exit laws, logistics, supply chain and employment laws. Whether it’s in media or broadcast, creative service agencies, or retail or digital, I found that the different jurisdictions that carry the support systems are vital, i.e. lawyers, government entities, freelancers, and up and coming designers. What have been the challenges to building or scaling a business in the region and how did you overcome them? From a business perspective, the key element for YOOX NET-A-PORTER Middle East was not just attracting talent but the right talent, especially that as a business we are digitally driven and would require the matching skillset in our employees. As the
IMAGE: WALEED SHAH
Nisreen Shocair, CEO Middle East YOOX NET-A-PORTER GROUP is an incredible woman, not least in her acute understanding of how the Middle East ticks in terms of content and commerce. We discussed creating clear direction in a very special region and guiding the growth of a super brand
FAS H I O N
11/1/21 2:14 PM
