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When it comes to creating new collections for the two brands, responsibility in honing the talented youth in the region. This allows
creativity and innovation are always at the forefront of their thinking, us to also ensure we create a community within our brands,”
as is ensuring they understand each market properly and correctly highlights Young.
forecast current trends to answer the customers’ needs and wants. The power of social media and what it offers is a pivotal marketing
“Our specialised research and development teams are always avenue for both aura Living and Leem, as it puts the two labels in
up-to-date on the most recent trends, frequently attending fashion front of new customers on a continuous basis. Paying close attention
weeks and trade shows whilst being on the lookout for the most to content creation, they create posts and tweets that appeal to
interesting trends. We pay close attention to the new generation’s customers and resonate with what they are looking for and what
needs too who evidently, will become the future aura Living and they need.
Leem customers,” says Young. The majority of their social media focus is directed towards
When discussing the aura Project, Young explains that this is the influencer activations because influencer content is today perceived as
B2B department under aura Living that provides design, product and more authentic, often resulting in higher engagement and conversion
installation services for the residential, commercial and hospitality rates. “The rise of TikTok has also allowed us to understand the
sectors. He continues by saying that they noticed a need in the power of authentic content creation and looking at ways to engage
market for businesses looking at a one-stop solution for their interior with a younger audience,” says Young.
needs from start to finish. With a strong supply chain, high quality yet Innovation and staying on-trend are at the core of the brand’s
attainable price-points along with the creativity and science behind success to date. The goal of the business is to dramatically alter
understanding spaces, it was a seamless transition into the B2B the landscape of contemporary design for the region, and globally,
world. within home and fashion. They offer the right product for their client
Al Hala Group aims to build a community with both brands, to base at an attainable price point and at the best quality.
show their customers that they are not just another fashion or “At aura, our products are all very trend driven and design focused
home brand, but rather an authentic, lifestyle destinations that cater while also ensuring they are multi-functional and unique. For Leem,
exactly to what people need. we celebrate women and their personal choices, delivering high-
An excellent example of this is the Leem shopping app available end looks that are on trend with a huge focus on quality that allow
to customers in the KSA. With the launch of the app, Leem’s loyal today’s consumers to have versatile options,” explains Young.
shoppers can now be one step closer to the brand. In addition, both “As a Middle Eastern company, we fully understand what the
aura Living and Leem are dedicated to supporting young talent in modest consumer wants and needs and we are very excited
the GCC region, collaborating with local talents such as calligraphers about our expansion plans for both brands as we scale up the two
and sketch artists on exciting launches that resonate with the region. businesses and expand to new markets, this is our biggest challenge
“We are proud of the roots of the business and feel a sense of and main focus moving forwards.”
Leem
Mercato Shopping Mall
Dubai, UAE

Leem
Mercato Shopping Mall
Dubai, UAE

Leem
Mercato Shopping Mall
Dubai, UAE MAY 2022 RETAIL & LEISURE INTERNATIONAL 27