In-season premium fashion brands rarely go on sale, but Dubai Shopping Festival is not your ordinary shopping festival, and the emirate’s official residence of high fashion – BurJuman – is going all out to offer shoppers exceptional value on their purchases.
On the occasion of the 15th edition of DSF, the region’s leading shopping, leisure, and entertainment spectacle, Burjuman is offering unprecedented discounts across its retail shops that include an enticing mix of over 300 luxury and favourite high street brands, and a variety of exciting promotions that are luring in both residents and tourists.
For BurJuman retailers like watch specialists Hour Choice, the annual shopping festival’s timing is just perfect. “DSF has definitely brought in the tourists this month,” said Ronaldo Gomes, Store Manager. “We’ve seen at least a 30 percent improvement in sales compared to the pre-festival period.”
This year, Gomes has also observed a growing number of Chinese shoppers. “They are actually our biggest customers this year, even ahead of other Asians such as Indians and Filipinos,” he added. “They say the prices here are lower to other shopping centres in Asia.”
Even on a slow day, bargain hunters are trooping to BurJuman to take advantage of the many discount offers. Regular DSF shopper Amina Al Awadi from Kuwait says she never fails to shop at BurJuman during DSF. “Shopping is great and even the most high end fashion brands offer substantial discounts as part of the festival celebrations,” said Amina.
High end fashion brand Kenneth Cole is another BurJuman retailer that has experienced a surge in sales during DSF. “We have experienced a 40 percent increase in sales compared to the period before the festival started,” said Store-in-Charge Lakhvir Chand.
Many of Kenneth Cole’s customers are fashion savvy Russians and Europeans, lured no doubt by the extensive collection of high end brands in BurJuman, but also the big discounts. It helps that there is a mall-wide promotion that offers shoppers who spend AED 200 a chance to win two Range Rover Sport Supercharged luxury cars. Even on a daily basis, something exciting is happening in Burjuman, as the first 20 shoppers who spend AED 1000 or more every day during the festival receive a 2.5gm gold bar. An intriguing Guess and Win Mystery Box promotion are also exciting shoppers to try the game in the hope of winning a AED50,000 cash prize during the weekly draw.
Mousa Sharifi, from Iran, is a frequent DSF visitor, in particular BurJuman. “The prices for some of the best brands in the market are great,” he said. “My family loves the variety of shops and the entertainment during DSF.”
In addition to great shopping discounts, BurJuman is hosting some of the best tribute acts of well known international artists, such as Beyonce, Britney Spears and Robbie Williams. Saeed Alyateim, an Emarati national from Fujairah, brought along his daughters to BurJuman who were a great fan of the artists. “We are frequent visitors to Dubai, but more often during DSF when there are a lot of great entertainment and activities for children and families,” Saeed said.
