Indian designers eye Dubai as the city transforms into global fashion hub

Dubai is fast becoming the epicenter of global fashion with many brands including Chanel, Armani and Hugo Boss organizing fashion shows in the city. Not just European Indian brands are also attracted to Dubai and setting up stores there. The city is home to many high net worth individuals of Indian origin owing plush villas. Dubai also has a local market for Indian clothes. Mukta Shahdadpuri, a fashion stylist hosts pop-ups for Indian designers in Dubai. She has worked with many noted Indian designers like Tarun Tahiliani and Shantanu and Nikhil, to trunk shows and pop-ups in Dubai.

Apparel and accessory makers plan new stores in Dubai

Indian designers now plan to set up flagship stores in Dubai. The city appreciates South Asian craftsmanship and these stores will help it grow further, says Faraz Manan, Designer, Pakistan. Bollywood designer Manish Malhotra, previously owned a store in Dubai alongwith a local partner. However, the store was closed due to an economic shuffle in the city. Malhotra plans to re-enter the Dubai market with a new store as he believes it is ready to take on Indian fashion.

Other designers including Rahul Mishra and Tarun Tahiliani also plan to set up new stores in Dubai. Shahdadpuri advises these designers to introduce a mixed offering for this market including kaftans and gowns with fusion and resort wear to tap a larger set of consumers including holiday-goers and the well-travelled expat community.

Indian accessories brands are making faster inroads into city than apparel makers. Gautam Sinha, Founder and Creative Director, Nappa Dori, a handcrafted leather label, plans to soon set up a store in Dubai. He says, the city offers a diverse range of consumers, who can be tapped without major investments. Fashion jewelry brand Tribe from Amrapali also plans a store in Dubai, reveals Akanksha Arora, CEO.

Challenges for Indian designers

A buzzing fashion destination, Dubai has always attracted Indian designers. In early 2000s, a few designers including J.J. Valaya had planned to open stores in the city. However, they had to shut their stores as the city was still in the development stage, says Arora. It transformed itself into a thriving metropolis within a span of just over two decades. It has also developed into one of the most attractive tourist destinations and a global city of fashion, she adds.

Indian designers planning to foray into the Dubai need to be aware of the existing competition. Home to over 65 malls, Dubai houses stores offering the world-class scale, service and competitive prices. International brands are already expanding their operations in the city. Indian brands also need to step up their investments and marketing strategies to make mark in the Dubai market, adds Manan.