For Yassin, who stars as a military intelligence officer tasked with undermining Wilayat Sinai - and procuring the knowledge needed to do it, getting into character first required him to learn the real stories of what happened, the human stories, so that he could give this series his all. With “Battalion 101,” airing on MBC Shahid throughout Ramadan, that story will finally be told. I feel it’s my duty to be a part of telling those stories, so the world knows exactly what happened,” Yassin tells Arab News.Īsser Yassin and Amr Youssef in ‘El Keteeba 101.’ (Supplied) “Our nation does not realize the sacrifice given in this sector - how much of their own blood they spilled to protect their country. No one had really explored what really happened out there. Yassin had heard the stories, but how could he have known how deep their sacrifices went? Their struggles and triumphs remained relegated to news briefs and statistics. The people that stood in their way, and ultimately overcame the threat, were the soldiers of the Egyptian Army’s Battalion 101. For much of the last decade, Wilayat Sinai - a radical terrorist organization aligned with Daesh - had turned Egypt’s Sinai Peninsula into hell on earth for many, as they staged attack after attack, leaving scores dead as the group attempted to reshape the country in their image. “We have many of those products you can only find on Mytheresa and nowhere else in the world,” he added.ĭUBAI: Egyptian actor Asser Yassin had heard the stories. The platform also thrives on exclusive capsule collections with designers, which Kliger says do especially well in the Middle East. Here, we have a website that says ‘look, we’ve found 60 of the nicest vases for you.’ So the element of curation in home again is very relevant.” For example, if you’re looking for a nice vase, there are so many out there. “Home and lifestyle is an interesting category – and home is even more overwhelming. Last year, the platform added a new category, “Life,” to its range, where customers can shop luxury lifestyle products, including home decor, travel and pet accessories. Kliger said that 95 percent of Mytheresa’s revenue comes from customers who started shopping with the e-tailer in 2015. If you have a customer that only buys one product and doesn’t return, you won’t make money in e-commerce.” If you win that customer, they keep returning, which ties to profitability. “That customer lives a luxury lifestyle and buys many times a year. “Instead, if you’re shown 160 floral dresses that our buyers believe are the best, it’s more convenient,” Kliger said, adding that the wardrobe-building customer keeps returning to shop with Mytheresa. If you’re looking for a floral dress and see 2,000 dresses, you’re not inspired you’re put off. Our role is to inspire, and inspiration doesn’t come without curation. “We only have 250 brands in the womenswear category compared to other platforms with thousands. Kliger believes that Mytheresa’s tightly curated edit and focus on wardrobe-building customers vs. In February 2023, Vogue Business reported the e-tailer to be more profitable than competitors like Matchesfashion and Farfetch. Mytheresa’s unique business model has shown financial strength during tough times like the pandemic and economic downturns. What started as a standalone multi-brand boutique in Munich in 1987, Mytheresa is now one of the most prominent players in luxury e-commerce and went public on the New York Stock Exchange in January 2021. Kliger feels that face-to-face interaction is essential to understand clients’ needs better. Mytheresa aims to increase its presence locally through more ground staff (personal shoppers), local PR and events. “I was in Riyadh in January, and it’s clear that the government plans on making the infrastructure in terms of hospitality and retail as good as what the Saudi client is used to when they go to France or Italy - so it’s very exciting. Kliger added that while Saudi clients continue to order to apartments in Europe, there is a significant increase in domestic demand, too. It has overtaken the UAE, which was not the case three years ago - it’s quite remarkable,” he said. “The Middle East is an important region, with Saudi being the largest market. Aside from already hosting two events in the region this year - one in Riyadh and one in Dubai - Mytheresa also partnered with Saudi influencer Nojoud Al-Rumaihi for its 2023 Ramadan campaign.Īrab News spoke to CEO Michael Kliger to understand Mytheresa’s plans for Saudi Arabia and how the luxury e-tailer continues to be one of the most prominent in the world. DUBAI: For German luxury e-tailer Mytheresa, the Middle East remains an important market.
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