OHLALA speaks to Aya Assi, Digital Trading Manager at OUNASS, who gives us a deeper insight into online shopping.
Can you give us three insider tips and tricks to be a savvier online shopper?
First, it’s all about building your wish list on your favourite platform. Sometimes, you could be browsing and find something you love, but are not quite ready to complete the purchase yet. Maintaining a wish list means you can always revisit what has piqued your interest, noticing what is almost out of stock or back in stock, and taking your time before you commit to the price tag. Second, learn about the terms and conditions of a platform before shopping so you can make an informed purchase – you want to know about return conditions and cost, shipping estimates as well as any additional fees to be paid post-purchase, like import and customs fees.
Lastly, always leverage size guides and size recommendations before making a purchase, especially for clothing where the sizing and fit can very across categories and brands. Reputable sites always mention the dimensions of the model and what size he/she is wearing. I always like to look at the fit on the model and determine which size I should go for myself!
Nobody could’ve predicted that most of us would end up working from home over the course of 2020. As a result, athleisure is back in a really big way as women are spending their money on comfortable, practical clothes. How have purchasing habits changed as a result of the pandemic? Did you see a rise in the sale of athleisure items?
This is a tough question as it will really vary from one retailer to another, as well as from one person to another. It is no question that there has been a rise in the category as a result of the pandemic, as women who would usually dress up to go to the office can now dress down for a day of working from home. We have always tailored our assortment to match the demand, which has always included affordable and comfortable fashion as well as designerwear. As athleisure was a very small part of our assortment prepandemic, we immediately identified the opportunity and made sure we grew the assortment to be able to cater to what our customers now need. However, it does remain a tail category for us, not a core focus. What we have noticed is not necessarily a shift in categories, but actually a shift in taste and style – customers are more drawn to timeless investment pieces than they were in the past. They haven’t stopped buying stilettos, gowns, or dresses as there is always hope of returning to a (new) normal; they just want to make sure whatever they purchase will still be relevant and trendy when that happens.
How has your day-to-day role changed as a result?
Being part of a growing company with big ambitions, we’ve never really had a routine. Every day brings new challenges and new priorities, both preand post-COVID. Similar to anybody else, the biggest challenge has been adapting to working remotely, staying motivated and getting things done, all while maintaining the right work-life balance. What has changed most is that we’ve had to accelerate our thinking and our work around some of the big global challenges today – sustainability, for example. We shouldn’t wait for a global catastrophe to hit us in the face for us to take action. Instead, we should be more proactive around incorporating these big ideas into our work, no matter what industry we are a part of.
How does the Middle Eastern mindset towards online shopping differ from the rest of the world?
It definitely is a relatively new concept here compared to markets like North America and Europe, and that comes with its own set of challenges. The Middle Eastern customer is so accustomed to the shopping experience of physically going into a mall or boutique, they somehow have the expectation that online shopping should mirror that experience almost to the dot – with the exception that it is delivered to your door. We actually initially designed our signature packaging with this very customer in mind – your order is handed to you in an Ounass shopping bag containing our box, just as you would from a boutique.
What is the future of online shopping habits, especially in the luxury sector?
If there’s anything this year has shown us, it’s that nobody can predict the future. However, what’s fair to say is that luxury customers will become more savvy online shoppers, and platforms need to evolve accordingly. On a daily basis, you will get visitors who are looking for a specific product and visitors who are wanting to be inspired by your assortment.
How do you tailor to each of their needs while running an efficient and automated operation? Our relationships with our brands are of utmost importance, which is why we work very closely with them to make sure our pricing is aligned with theirs – but how do you compete in an increasingly crowded world where the best price always wins? There’s so much opportunity in this sector, but it definitely comes at a price.
