October 15, 2019
Mihyar
Revolutionising Saudi Arabia’s menswear
Revolutionising Saudi Arabia’s menswear
Mihyar is the region’s first ready-to-wear traditional menswear brand. Since its creation nine years ago, Mihyar has revolutionised how Saudi Arabian men consider buying their clothing.
In just nine years, the brand has grown from one store in Jeddah to over 40 stores across Saudi Arabia. Today, Mihyar is as recognised in Saudi Arabia as any premium western menswear brand.
The success and expansion of the business has meant that today the brand provides a far more valuable offering than what is being conveyed through the original branding, retail stores, and online presence.
Furthermore, customer expectations that were originally set by Mihyar have also moved as they look for advice and inspiration for more complete seasonal outfitting and wardrobe looks.
In order to address these needs and expectations – as well as pushing forward the core purpose of revolutionising the sector – Kamal Osman Jamjoom (the owners of Mihyar) approached Ninth Space to work on refining and refreshing the branding, redesigning the store concept, and developing an international standard online store interface and experience.
Retail audit
Market insights
Brand language revision
Photography rationale
Retail concept
Design development
Online / web store design
Brand guidelines update
Bringing the desert spirit to life through a contemporary retail and brand experience
To begin with, we looked at how store merchandising densities could be increased, yet also be more configurable and modular. The store was purposefully reengineered to accommodate maximum product densities and to be easily adapted and configurated across various store formats.
Next, we explored a signature design language across all store components; store aesthetics that enabled us to implement the merchandising logic, raise the overall image of the brand, position the brand as a contemporary premium Arabian men’s outfitter, and ensure that both digital technology and more traditional cues married together in harmony.
In order to accommodate the higher densities of merchandising, we utilised the full wall lengths by extending the wall units to store folded stocks, whilst still allowing for in-store communications touchpoints. The higher shelves are accessed through a ladder system that can roll across multiple units seamlessly. Not only did this create more space for merchandise within the store, but it also created an experiential and engaging element that is both enjoyable to see for customers as it is efficient to use for staff that need to access product sizes quickly – no longer needing to go to the storeroom.
At the back of the store, the cashier desk is a massive digital screen that can be seen from any point in the store. This screen plays a dual role in the high street store formats. The first is to create impact at the back of the store, in which the Mihyar look can be played through video footage – this brings into the store the desert warrior spirit and story. The second role is to complement the mannequins’ outfitting from the window display.
Store communications are simplified and clearer. The multitude of options that ready-to-wear offers is still new and confusing to some customers; therefore, a simple and systematic colour-coded nomenclature was created for the various categories and range of options available.
Defining and articulating the pillars of a true retail revolution
Underlying the outward expressions and experience of Mihyar are three founding pillars that are singularly unique to the claim of revolutionising the Saudi Arabian menswear genre. These pillars are Expertise, Design, and Convenience.
Each pillar is supported by the business to ensure its integrity and its continuity.
