Luxury fashion etailer My-Wardrobe is aiming to “double or treble” sales in the Middle East region in next 12 months as it ramps up its marketing.
My-Wardrobe marketing director Rob Moss said that its international business - which includes Dubai, the US, Canada, and the Asia-Pacific region - will grow to represent 35% of the etailer’s revenue by 2015. It accounts for 20% at present.
The Middle East represents less than 1% of overall sales, and My-Wardrobe wants to grow this to between 3% and 5% in the next year.
Moss said: “To achieve our vision of growing the business we need to be a player in multiple markets.”
Moss said The Middle East is a “good fit” with the etailer’s offer.
He added that the Middle East business is growing rapidly, with customers in the region spending slightly more per transaction than their UK counterparts.
The etailer is kick-starting its marketing campaign in the region by partnering with the Middle East editions of fashion titles including Esquire, Grazia and Harpers Bazaar and is targeting both expatriates and locals who have already shown an appetite for brands such as Vivienne Westwood, Mulberry and Burberry.
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