DSS highlights Dubai’s emergence as a regional fashion hub
14/08/2014 11:06 am EDT


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The iconic Mercato Shopping Mall, which brings a little bit of Italy to the heart of Dubai, is reporting a high increase in shoppers indulging in “fashion therapy” during Dubai Summer Surprises (DSS), in a further demonstration of the impact that DSS is having on the fashion and lifestyle sector in Dubai, and highlighting Dubai’s emergence as a regional fashion capital.

Prior to DSS in 1998, summer was a lean period of the year for the fashion and retail sector, but that is no longer the case. By developing festivals such as DSS, the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing, has enhanced the perception of Dubai as a regional fashion hub. Such an outcome has even led to fashion enthusiasts planning their summer shopping spree to coincide with DSS, especially since Dubai’s iconic malls including Mercato boast an array of international brands and also provide unique shopping experiences.

As a mall that is highly regarded for its artistic excellence, Mercato is a favorite destination with shoppers who adore authentic renaissance architecture in its modern form. Located on Dubai’s Jumeirah Beach Road, Mercato, meaning ‘market’ in Italian, is based on a distinctive renaissance architectural concept, portraying a Mediterranean town during the European Renaissance. Centuries ago, every medieval Italian town was built around a ‘Mercato’, with a sense of community and family. Mercato in Dubai emulates this ambience, with piazzas and quaint cafes,where shoppers can indulge in quality time with friends and family.

As one of DFRE’s strategic partners, Mercato has played a major role in enhancing shoppers’ experiences by offering a variety of retail, dining and entertainment options along with special activities and shows during DSS.

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