The Ounass Formula for a Successful Brand Activation
In the fast-paced world of luxury retail, brand activation has become a critical element for success, especially in emerging markets like the Gulf region. At the BoF CROSSROADS 2025 event held in Dubai, Imran Amed, the founder and CEO of The Business of Fashion (BoF), engaged in a revealing discussion with Khalid Al Tayer, CEO of Ounass, a leading luxury e-commerce platform. Their conversation provided valuable insights into the strategies that underpin successful brand activation, particularly when launching a global brand in the Gulf.
Ounass has carved out a unique position in the luxury market since its inception. The company combines a sophisticated online shopping experience with a deep understanding of local consumer behavior, which has proven essential for establishing a brand in a diverse and culturally rich region. Al Tayer emphasized that the key to Ounass’s success lies in its commitment to delivering an authentic brand experience that resonates with regional customers.
One of the standout strategies highlighted by Al Tayer is the importance of localization. Ounass doesn’t merely replicate Western retail models; it adapts them to the nuances of the Gulf market. For instance, the platform offers a curated selection of products that reflect the tastes and preferences of Middle Eastern consumers. This includes exclusive collaborations with regional designers and brands that resonate with local culture. By prioritizing local narratives, Ounass builds a genuine connection with its audience, fostering loyalty and driving sales.
Al Tayer also pointed out the significance of understanding the luxury consumer’s journey. In the Gulf, customers often seek experiences that extend beyond mere transactions. Ounass capitalizes on this by offering personalized services that cater to individual preferences. From bespoke styling advice to tailored packaging, the platform creates an immersive shopping experience that elevates brand engagement. This level of personalized service is not just a trend; it is a fundamental expectation among luxury consumers in the region.
Another critical aspect of Ounass’s brand activation strategy is the use of digital storytelling. Al Tayer discussed how the platform leverages social media and influencer partnerships to craft compelling narratives around its products. In a market where word-of-mouth and social proof are paramount, Ounass employs influencers who authentically resonate with its target audience. By showcasing how luxury items fit into their lifestyle, these influencers help create an aspirational yet accessible brand image. This storytelling approach not only enhances brand visibility but also fosters a sense of community among consumers.
Moreover, Al Tayer emphasized the importance of data-driven decision-making in the retail landscape. Ounass utilizes advanced analytics to gather insights on customer behavior, preferences, and trends. This data enables the platform to refine its product offerings and marketing strategies continuously. For instance, understanding which categories perform best during specific seasons allows Ounass to optimize its inventory and promotional efforts. This agile approach ensures that the brand remains relevant and responsive to changing consumer demands.
Sustainability is another core component of Ounass’s brand activation formula. Al Tayer acknowledged that today’s consumers, particularly in the luxury segment, are increasingly concerned about the ethical implications of their purchases. Ounass actively promotes sustainable brands and initiatives, aligning itself with the values of its audience. By showcasing eco-friendly products and highlighting responsible practices, Ounass not only differentiates itself in a crowded market but also fosters trust and loyalty among conscientious consumers.
Al Tayer’s insights at the BoF CROSSROADS 2025 event underscore the multifaceted approach required for successful brand activation in the Gulf region. Localization, personalized experiences, digital storytelling, data-driven strategies, and sustainability are all integral to Ounass’s formula for success. As more brands look to enter this dynamic market, understanding these principles will be crucial.
In conclusion, the conversation between Imran Amed and Khalid Al Tayer serves as a compelling reminder that the path to successful brand activation is not solely about marketing tactics or product offerings. It is about forging meaningful connections with consumers and understanding the unique cultural context in which a brand operates. For those looking to make their mark in the Gulf’s luxury e-commerce landscape, Ounass provides a blueprint that emphasizes authenticity, engagement, and a commitment to excellence.
luxuryretail, brandactivation, Gulfmarket, Ounass, ecommercestrategy