Old Navy today opens its first UAE store in Dubai's Festival City with a one-day-only discount of up to 30 per cent on merchandise. Stefan Laban, senior vice president of strategic alliances at Gap Inc, the multinational owner of Old Navy, talked to The National about the popularity of the American apparel and accessories retailer, and its promise to afford customers a fun in-store experience.
When did plans for Middle East expansion begin?
We announced our plans to take Old Navy to the Middle East in October last year. Since then, we have opened stores in Qatar, Kuwait and Saudi Arabia, and now the UAE. We’re excited to bring Old Navy’s current American fashion essentials to the UAE and Dubai specifically.
Do you expect footfall to mostly be made up of expatriates familiar with the brand, or Emiratis and Arabs?
Everyone is welcome and we don’t define our customer by a particular demographic. We are a brand that serves the whole family and we believe that style should be accessible to everyone. We expect to have the same stylish customer who wants a great deal as in the United States, and our other global markets.
Which seasonal pieces would you earmark as potential bestsellers in the UAE?
Our Trailblazer collection, which has a folk-inspired mood for autumn and focuses on hand-crafted detailing and exaggerated textures. Faux-wool and fleece ponchos in tartans and Aztec prints, paired with cable-knit dresses and sweaters, invoke a sophisticated urban woman with strong country roots. We’re also proud of our best-selling basics, such as our Rockstar denim. It’s the universal skinny jean, offering the perfect fit for every body, and available in a range of classic washes and seasonal colours.
What key characteristics of the Old Navy brand will appeal most to UAE shoppers?
Old Navy is an iconic American brand and we believe that style should be accessible to everyone. We’re focused on creating great, on-trend, high-quality products for the whole family at incredible value. We’re also striving for a fun, unique store experience.
Will Old Navy’s prices in Dubai be the same or higher when converted from US dollars into UAE dirhams?
Old Navy is a ‘value player’ in the US and internationally. We work with our franchise partners to price similarly to the US, adjusting pricing based on the market and local competition.
Will online shopping and delivery services become available soon, too?
We have no plans at this time for e-commerce or delivery services, but we are always looking at future opportunities.
Are there plans to open Old Navy stores throughout the UAE?
There is no announcement at this time. However, we are encouraged by the response to Old Navy internationally and will evaluate other opportunities as we move forward.
• Old Navy is at Dubai Festival City; visit www.oldnavy.com
hlodi@thenational.ae