Creating an Online Presence for a Fashion Retail Group in Dubai
Challenge
As a prominent luxury fashion retail group in the UAE, Bugatti faced the challenge of building a compelling online presence to effectively capture its market and showcase the wide range of international brands it represented in the Middle East. The group needed a comprehensive website revamp to highlight its luxury brand portfolio, seasonal lookbooks, and implement targeted B2C digital marketing strategies.
Additionally, there were creative hurdles:
For mono-brand stores like Roberto Cavalli and Philipp Plein, the challenge was adapting the brands’ global identities to resonate with the Middle Eastern market while preserving their unique ethos and personality.
For multi-brand stores, the challenge lay in creating a cohesive visual treatment that unified a diverse range of styles, from streetwear to couture.
Solution
I led the creative overhaul and digital transformation of Bugatti’s online presence, delivering a dynamic market-aligned platform and cohesive marketing initiatives:
Website Redesign: Led the development of a sleek, visually compelling corporate website, designed to showcase the group’s luxury offerings. Managed ongoing content updates through a CMS to keep the platform fresh and engaging.
Seasonal Lookbooks & Campaigns: Collaborated with the CMO to conceptualize and produce seasonal lookbooks, featuring new collections. These assets were leveraged for both digital and offline campaigns, reinforcing Bugatti’s luxury narrative.
Email Marketing: Produced and managed targeted email campaigns, driving customer engagement and promoting new arrivals and exclusive events.
Brand Alignment: Partnered with the CEO and CMO to align marketing strategies with regional preferences while ensuring fidelity to each brand’s guidelines.
Visual Cohesion: Developed cohesive narratives for multi-brand stores, ensuring a seamless blend of diverse fashion styles, while also emphasizing the unique selling propositions of mono-brand stores.
Outcome
The project resulted in a fully revamped online presence that effectively showcased Bugatti’s luxury offerings and enhanced its market positioning. The website became a dynamic hub for customers, featuring curated lookbooks and engaging promotional content. The integrated marketing strategies drove increased engagement and elevated Bugatti’s stature in the competitive Middle Eastern luxury fashion market.
ROLES
• Experience Design
• UX/UI Design
• Creative Direction
• Art Direction
• Photography
CLIENT
Bugatti Fashion Retail Group is a luxury multi- and mono-brand retailer with seven locations in Dubai.
