Net-A-Porter, the high-end e-commerce platform, has officially unveiled the Arabic-language version of its site for the region.
Newly updated, the site and app have been duplicated, allowing Arabic-speaking customers to browse, shop and buy in the language of their choice. They can switch between Arabic and English, and prices will continue to be displayed in the local currency.
The platform has been in the region since 2018. Until now, however, it has only been available in English.
Nisreen Shocair, chief executive of YOOX Net-A-Porter Middle East, explains it is just one move towards making Arabic-speaking customers feel catered to and appreciated.
“We aim to build long-term relationships with our regional customers, to continuously grow a strong local and global community around the Net-A-Porter brand," said Shocair. "Through localised content and a dedicated merchandising team for the market, we are providing representation of our customer in the Middle East. When the customer feels represented, they will feel incentivised to shop.”
With the dual-language setting timed to arrive ahead of Ramadan, Net-A-Porter will also roll out an advertising campaign to spotlight regional talent, alongside international favourites.
“Our team has worked on a beautiful localised editorial campaign that will run on Net-A-Porter Arabic, alongside exclusive designs from international and local brands, such as Semsem, Taller Marmo, Johanna Ortiz and Reem Acra.”
She explains there is a strong appetite for products with a regional flavour, citing the recent line of crystal bags by Judith Leiber as an example. Despite being priced at almost Dh14,000, the bags, which were decorated with the flags of Gulf countries, were snapped up in record time.
Net-A-Porter is also hoping to entice regional shoppers with a Ramadan edit that better reflects the needs of women in the region. “Our Ramadan campaign and edit will be our first focal point in localised product curation.
"Alongside this, we are looking to create ongoing editorial on site locally; covering different ways you can style your demure modest outfits throughout the holy month," she said. "We will also be covering the main beauty and skincare trends in a way that’s suitable for the customer’s needs throughout the month.”
