Research and analysis

GREAT Week UAE: The business Of luxury April 2014

Published 16 April 2014

GREAT Week in the UAE from 16 to 23 March saw the launch of several iconic British businesses and participation by others already present in the Emirates. Fortnum & Mason opened their first overseas store near the equally iconic, but less historic, Burj Khalifa. Lulu Guinness, luxury giftware provider Halcyon Days, and watchmaker Bremont launched in the market. During the GREAT Week launch reception Lord Livingston unveiled the 2014 Mini and the Morgan Three-Wheeler – a car which dominated the UK market exactly a century ago and is now on sale in the UAE. Appearing alongside these revamped British classics in the Residence garden Rolls Royce, Mclaren, Bentley, Aston Martin, Jaguar and Lotus cars showcased their products for the first time on the same platform under the GREAT umbrella. Chargify, a UK company offering innovative wireless charging officially launched its services.

House of Fraser held party and fashion show to promote its new Abu Dhabi store –also a first overseas venture for the company - attended by numerous high level Emiratis. Their forthcoming spring and summer collections were launched at the show, alongside the FCO’s “Next Top Model” in the shape of our very own Ambassador.

With the support of Visit Britain, a GREAT branded bus transported the Trade Mission. A Union Jack branded McLaren sports car and Triumph motorbike appeared at multiple venues; the car was auctioned at the end of the week to raise money for Help for Heroes.

The participation of these quintessentially British brands ensured that GREAT Week secured extraordinary media coverage. Coverage spanned print, journals, TV, radio, bloggers and digital platforms. The participation of the founders and senior managers from many of the showcased brands provided an added dimension. We ran a photo competition on Instagram and amplified it on Twitter and Facebook. Our Twitter hashtag #GREATUKUAE reached 61,688 accounts during the week. We had official partnerships with seven media outlets included leading Arabic and English lifestyle and fashion magazines. GREAT Ads in “Arabian Business” alone, including a web banner for the whole week linking to an exclusive piece by Lord Livingston, were worth over US$40,000.

0.1 Success in the Market

The 45 delegates from 29 companies on the UKTI Trade Mission participated in a week long programme of networking events, seminars, conferences, site visits, and calls on UAE government and private entities in Dubai and Abu Dhabi. Meetings with agents, distributors and sponsors led to over £10m of immediate contracts, with plenty of other opportunities in the pipeline and long-term opportunities developing.

0.2 Wider Activity: SMEs, HVOs, Engineers, Artists and the EPL

We used GREAT week as the platform for two of our UKTI annual conferences. Britain in the Region was attended by 235 businesses, including over 170 British companies who met UKTI’s representatives from 13 regional markets. “UAE 2020 & Beyond – Delivering World Class Infrastructure” focused on UAE HVOs, and specifically Expo2020 and was attended by over 100 delegates, representing more than 50 British businesses. Sir John Armitt, who chaired the Olympic Delivery Authority, made an engaging key note speech on how the UK delivered the 2012 Olympics. This was followed by workshops on each of the four UAE HVOs led by a combination of UKTI specialists, UK Export Finance and the private sector.

Sir John was also guest of honour at a reception at the Residence for the Institution of Civil Engineers. The week also coincided with “Art Dubai”, the premier regional art show, which brought yet more British connections and a jointly hosted, GREAT branded reception with the British Council at which the British Museum’s lead on Islamic and Middle Eastern art spoke.

23 March saw the launch of a month long “Sport is Great” campaign at Harvey Nichols in Dubai in association with Visit Britain. As well as GREAT branded shop windows, memorabilia from the National Football Museum and select football merchandise, there will be appearances by football stars and even the EPL trophy.

0.3 Comment

As a shopping destination and the home of many high net worth individuals, the UAE is one of the world’s prime markets for top-end retailers. Headlining our GREAT week with “luxury” - and a collection of exclusive British cars - played to local tastes and imaginations and directly supported British businesses in this space. Alongside Lord Livingston’s visit, it also created a platform for wider promotion of British innovation in design, engineering, services and more. Through the media we reached our affluent target audience and presented an economically confident and vibrant UK, ready and able to do business and welcome visitors and investors.

0.4 Disclaimer

The purpose of the FCO Country Update(s) for Business (”the Report”) prepared by UK Trade & Investment (UKTI) is to provide information and related comment to help recipients form their own judgments about making business decisions as to whether to invest or operate in a particular country. The Report’s contents were believed (at the time that the Report was prepared) to be reliable, but no representations or warranties, express or implied, are made or given by UKTI or its parent Departments (the Foreign and Commonwealth Office (FCO) and the Department for Business, Innovation and Skills (BIS)) as to the accuracy of the Report, its completeness or its suitability for any purpose. In particular, none of the Report’s contents should be construed as advice or solicitation to purchase or sell securities, commodities or any other form of financial instrument. No liability is accepted by UKTI, the FCO or BIS for any loss or damage (whether consequential or otherwise) which may arise out of or in connection with the Report.