January 24th, 2019

The AW Rostamani Lifestyle division is spearheading a physical retail model in Dubai that puts digital innovation at the heart of everything it does. That assertion can be best exemplified in the new 9300 feet American Rag Cie  flagship store store that AWRL has opened in the Dubai Mall.

Smart mirrors inside and outside the dressing rooms provide access to the full set of commerce information, such as product prices & descriptions, stock availability, payment & delivery options, AI-powered recommendations, augmented reality, and more.

Machine learning and artificial intelligence are being integrated into the retail model at American Rag, which allows it to track availability of apparel in real-time worldwide and to source and stock apparel favoured by customers in specific regions across the world. American Rag is an example of physical retail and digital technology working together and not competing against each other. This is a retail space that has embraced the concept of ‘experiential shopping’.