Bernard Shaw has a good saying: “Keeping up with fashion is ridiculous, not stupid.” In the modern world there are no people who are frivolously related to fashion. Maybe that's why there are more and more new brands that even need to be sold somehow in a new way? My interlocutor is Raza Beig, chief executive officer of the Spalsh chain of stores and the recently opened ICONIC multi-brand boutique in Dubai. What does ICONIC offer to modern fashionistas and women of fashion? What are its main differences from other fashion galleries and boutiques? We talked about this ...
Once, please tell me how and when did the idea of creating such an interesting concept as ICONIC come about?
The idea of developing such a concept came from Mika Jagtiani, CEO of the Landmark group of companies and father Nishi Jagtiani, who wanted to create a youth fashion store where all the latest news could be purchased in one place. About four to five years ago, the first such conversation took place between Mickey and me. In fact, Miki has a unique vision for the retail concept. All the brands that today are part of the Landmark group, such as Home Center, Baby Shop, Shoe Mart and others, were originally invented by him. And today we manage these large and already well-known brands representing a wide range of products.
When it came to the need to come up with something for young people, the main criteria for us were decent prices and interconnected brands. For two years I was thinking about this idea, and at that moment there was no team next to me that would prompt me to think about something big and unique. But when Nisha and her team joined me, the result was what made everyone wonder. In a word, we were able to realize the vision and dreams of Mika Jagtiani, and his daughter led a new youth concept - ICONIC. I believe that we took the great opportunity to create something that no one has done before in this region.
But buyers who are already familiar with the activities of the Landmark group in the Middle East may ask a reasonable question - do you already have multi-brand stores, such as New Look, Splash and others, so why did you have to “fence the city” and create ICONIC?
And you think about this. Let's say you need to buy a pair of jeans. Where is better to go? In Diesel or Levy's? Or maybe in a store where there is a huge department in which jeans of eight different brands are presented at once? In one place you can try on jeans G-Star, Energy, Diesel and others. And to choose for yourself what suits you, both in quality and price, because the prices of jeans in ICONIC range from 120 to 1200 dirhams per pair. Thus, for one trip to the store, you can buy jeans, and a wide variety of accessories for them, and something else useful and pleasant. Why? Yes, simply because ICONIC has an excellent team of those who select collections. In English, such specialists are called “buyers,” that is, buyers. They are young, fashion-oriented, and it is they who know exactly what young people will wear this season. Thus, if you come to a single-brand jeans store, then there you will see more than 100 different options for jeans, and in ICONIC only 10, but the best and trendy ones. The same with other collections. In ICONIC you will find all the best from the collections of New Look, Splash and other brands that have never been presented before. Our “buyers” are constantly working on this. 
How often are collections updated in ICONIC?
I would say somewhere 7-8 times a year. This is due to the fact that either explicit “hits” appear in the design collections, or we find favorite things on which we want to make a special emphasis. For example, Spalsh annually presents an average of up to 10 collections of different designers. We represent them in four or five calls during the season. Therefore, designers usually book this or that time of presentation of their collections. At ICONIC we will try to present trendy hits more often than usual. You opened ICONIC in one of the oldest and most famous shopping centers of the city - Deira City Center.
Are you planning to open one or more of these boutiques in the so-called “new” Dubai?
Of course, ICONIC is a concept designed for large-scale presence and not for one store. In Dubai, we plan to have at least two stores, in Abu Dhabi - one or two. At the same time, we are considering such large markets as Saudi Arabia and Kuwait. I hope that in the coming years we will operate at least a dozen ICONIC stores in the region. And in the near future - the opening of ICONIC in Abu Dhabi and another store in the new part of Dubai - either in the Dubai Mall or in the Mall of the Emirates.
Please tell me who are the main customers at ICONIC? Maybe even highlight ethnic groups somehow?
ICONIC is still a very new concept, so we are taking a closer look at our customers. But it seems to me that a rather large consumer segment is the local residents of the UAE, who purchase goods for quite significant amounts. There are also many Russian buyers at ICONIC, which cannot but please us, because Deira City Center is a shopping center well-known among tourists. In addition, many Filipinos come from other Asian countries. But the majority, of course, are local residents and citizens of neighboring Gulf countries and other Arab countries. By the way, I can say that there is already a “Russian accent” in our business, as a whole team of Russian-speaking sellers is assembled in ICONIC, and Aliya Tair works as a leading “buyer”, browsing and selecting new collections for the store.
Who is the author of the idea of creating numerous racks at ICONIC, which show groups of goods that at first glance are completely unnecessary, but quite suitable as a funny souvenir or gift?
Oh, this is Niche's idea! We wanted to create something similar to a market where you can find literally everything. Well, where else can you buy a medical patch on which skulls or flowers with peas are painted? Or photo frames and mobile phone stands in the form of a woodpile or a swing for children? A note paper collected in a funny brush? And so on. We have studied many offers in stores in the USA, Europe and Southeast Asia for a long time. And they decided that ICONIC would be an ideal place where, in the meantime, it would be possible to present funny home accessories and all kinds of gadgets, music and books that no serious retailer would ever think to sell in their stores. Still, ICONIC is a youth concept. So we are joking with ourselves and others.
Creating your own Spa-salon for women and men right in the store is hardly a joke. What is offered in it?
The entire Spa concept is based on combining express procedures with conventional Spa procedures, which you can get in any other Spa city. We offer hairdressing services, nail care, various massages and all this, both in the regular and in the "express" version. In other words, any ICONIC visitor can put himself in order in a few minutes - to do a hairstyle or manicure, if he suddenly urgently needed to go to a meeting or a party. This is also very int
Interestingly and, most importantly, does not require prior reservation. Want a longer procedure? Then call and sign up for a specific time. Conveniently!
Your advertising campaign looks very interesting ...
We needed to do something extraordinary, as the advertising and fashion markets are literally oversaturated today. We opted for Bulgaria, where all the main styles were made and photography was carried out. I personally have never attended photo sessions, but this one just shocked me. Everything from the idea to the professionalism of all team members who worked 14-15 hours a day was at the highest level. In my opinion, the result was impressive, and the bright pink letters against the background of black and white shots were memorable and attracting attention. This is just great!
I believe that you are not going to stop there. The ICONIC concept already exists, what's next?
While we will improve ICONIC. Niche Jagtiani today is completely immersed in the project, which I worked closely for three years at the stage of its development and establishment. Now we want to understand what is the reaction of customers to ICONIC, what they want from us. We must make sure that we satisfy all the needs of our customers and even anticipate them. I think that in a year you will not recognize ICONIC. He must be different, admirable at first sight. Over the next three years, we will be busy opening new ICONOC stores in the region. In this regard, we still have a lot of work. We need to improve what is already there: the level of service, styles and prices. Very soon we will begin to offer the services of professional stylists. In a word, you will see many changes. But that is the whole ICONIC.
Thanks, Raza. Hope to see you again, and good luck.
