The pandemic has compelled many companies to adapt to a brand new order of life. Some have discovered the transition tough, whereas others have navigated it seamlessly. A number of have emerged extra centered, resilient and artistic than earlier than.
One such enterprise is Emirati menswear model Telal, which used the stay-at-home measures to double down on its dedication to its core shoppers.
Telal has been making bespoke kanduras and different conventional put on for males since 1987. But, because the pandemic raged on and its shops remained closed, the group realised they wanted to provide you with a brand new approach of reaching shoppers.
Impressed by the supply tradition that sprang up within the wake of Covid-19, Telal’s director Hassan Thurabi determined that if shoppers have been unable to return to the shop, then the shop should go to the shoppers.
“In the course of the first wave of the pandemic, I noticed growing orders by name and e-mail, and a decline in walk-ins,” Thurabi says. “We’re a customer-centric enterprise, and our USP is our in-store service. So, I proposed a plan the place Telal takes the identical in-store service, high quality merchandise and chic showroom expertise to our clients’ doorstep, [albeit] in a protected purchasing setting.”
Thurabi realised a big automobile may double as a store-on-wheels, a alternative for which he went straight to the highest.
“We determined to go together with the biggest bus obtainable out there, the Mercedes-Benz Tourismo, convert it right into a retailer and supply a handy purchasing expertise.”
As a historic fixture throughout the Emirates, Telal has dressed the army, the police, trade leaders and even royalty for many years. So when it got here to designing the inside of the cell retailer, Thurabi knew each element needed to be faultless. The bus is refitted right into a smooth cell atelier, full with floor-to-ceiling cupboards, a luxurious carpet and blacked-out home windows for privateness.
Inside, Telal gives a service referred to as Misbar Al Azya, which accurately interprets as ‘probe of trend’. Or, extra poetically, trend with out restriction. It permits shoppers to summon the cell atelier with a cellphone name, an e-mail or by way of social media to their location, be it house, workplace or perhaps a summer time camp.
Because of cabinets full of the identical refined garments, high-end na-aal (sandals), equipment, luggage and even fragrance discovered in-store, shoppers can come on board and lean on the ability of the tailors to order a made-to-measure kandura, bisht, ghutra or kehfiyeh, simply as they might in certainly one of Telal’s 24 brick-and-mortar shops throughout the Emirates.
“We’re the first-ever trend firm to register a bus as a cell trend retailer underneath the UAE Authorities,” Thurabi says.
Nonetheless, one recognition he had not anticipated was the bus being awarded the Guinness World Document for the World’s Largest Cell Clothes Retailer, in Could.
“We now have all the time dreamed of attaining a report distinctive to us and of putting a mark on the trade we excel in,” he says. “So receiving the Guinness World Document was a dream come true, and [we are] really glad that it was for Undertaking Misbar Al Azya.
“The report is a recognition of uniqueness. Since we’re extra of a cultural consultant than only a clothes retailer within the Arab conventional trend trade, this achievement stands as proof of the innovation and dynamism we constantly attempt to obtain ,” he provides. “And the report will encourage us to purpose for higher and larger achievements.”