malak souyeb
University of Dubai
Yaprak Anadol
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The overview of Digg It as a business innovation initiative is the combination of two different concepts: “Thrift” and “Vintage,” when it comes to shopping and selling clothes as fashion pieces to consumers at more affordable prices.
The term innovation is known as the process of inventing, producing, or designing something new or enhancing pre-existing concepts, procedures, products, services, etc. to generate a positive change. For Digg It, the clothing store offers various types of fashion items that fall in the category of both vintage and thrifting. As a result, it has achieved the following such as:
1. Increasing sustainable fashion: Thrifting itself is one of the greatest methods of achieving sustainable choices when it comes to fashion, as its main concept is reselling second-hand clothes to others rather than throwing them away.
2. Enhancing the customer segment: Offering high-quality vintage clothes and cheaper prices is an attraction to fashion lovers or ‘followers’, which leads to larger target customers.
The lack of thrifting stores in the UAE was a general struggle for those who couldn’t afford big brands (like Nike, Champions, Adidas, etc.) yet still wanted to follow the trends and expand their wardrobe with stable and unique fashion items. This was a problem that led to the creation of the idea of opening a thrifting store where they sell big brands of second-hand clothes in the UAE.
The mastermind behind this idea is Taoufik Shanderly, a Moroccan fashion icon who decided to open a vintage and thrifting store in UAE as a solution. Taoufik has been thrifting ever since he was a preteen when he used to live in the USA with his family. Moreover, he decided to come to UAE at the age of 18 to live, and once he discovered that there was a lack of thrift stores in Dubai, he created the concept of opening his very own store, while also contributing to being a sustainable business.
Yes, there is a direct link between the innovation idea and the purpose statement when it comes to Digg It. As it was quoted on their website “Our purpose at Digg is to have something for everyone. If your main concern is price, we have sections dedicated to bringing you the most affordable items at the lowest cost possible”. Furthermore, they have explained their innovation behind Digg It in the following form.
The inspiration of the company has emerged based on the commitment of providing access to the best and highest quality clothing line which would be stylish, whereas it would also contribute simultaneously towards the practices of sustainability. The main aim of the innovation reflects clearly on the mission statement of the company. The purpose of the company is to achieve something and have something for everyone, Taoufik Shanderly and the entire team is highly committed to offering various selections and highly desired items which are affordable, which aligns with the innovation at the wide cool of the accessibility and inclusivity.
“Thrifting has played a huge part in Taoufik's life from a young age and he really wanted to bring the tremendous experience in the UAE to make it very accessible for each and every person, regardless of their budget”.
“The company is not only selling the clothes but it is also reshaping the landscape of fashion in the United Arab Emirates. We highly want to show that our affordability and sustainability can relate and coexist in the fashion world”.
The company particularly experienced the positive impact significantly on the operations of the business. The unique proposition of the store offers the selection of vintage clothing as well as thrift clothing which includes the brands which are renewed and attracts the customer base at diversified level. The affordability of the fusion based on the sustainability of fashion choice has helped the company to position themselves as a leader in the fashion industry and setting the company based on the traditional retailers. The innovation was highly proven as the key driver for establishing the company towards the fashion-conscious individuals and who appreciate the sustainability value and the clothing which are budget friendly.
The societal impact on the company is profound based on addressing multiple needs of various individuals who are aspired for staying update with the trends of fashion without any compromise based on their financial well-being. The company has highly democratized the fashion sense through making more accessible at the wide demographic which is breaking down multiple barriers for entering into the world of the clothing. The company emphasizes the choices of sustainability which contributes towards enhancing the awareness based on the environmental impact of the fashion industry and encourage their customers for making more conscious decisions with ethical purchases.
“As we have seen response tremendously by the community and people highly appreciate the quality they buy and the clothes are very stylish without any breakage of bank. It is not only just about the fashion, but it is also making the positive impact”.
“The commitment of the sustainability is the evident of the number of sales as customers are not only buying the brand but they are also becoming the part of the movement towards a conscious environment and affordability of the fashion industry”.
Businesses can gain many advantages when they opt to run a secondhand or repurposed clothing store. To begin with, it enables economical inventory management by identifying specific articles at low prices but at a competitive pricing basis. The distinctive items assist in establishing a strong corporate identity and attract buyers looking for vintage or unique objects.
Using clothing again to portray sustainability also echoes the ideas of green-minded customers, thereby increasing the loyalty of customers. Community partnership is a common practice in many thrift stores for developing relationships with their customers. This encourages favorable referrals and repeat shopping among the people. Also, the market broadened through the diverse group of customers ranging from vintage enthusiastic to the cheap. Besides, this economic model also facilitates flexibility in terms of goods offered, which stimulates imagination and enhances quick adaptation to fashion trends whilst reducing fabric waste. To sum it up, the retailer specializes in offering sustainable, eco-friendly, and creatively innovative apparel at an affordable price.
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Imane Souyeb, marketing account manager
The overlook of the following business innovation is combining the concepts of “Thrift” and “Vintage” when it comes to shopping and selling clothes as staple fashion pieces to consumers at more affordable prices. The company was founded by a group of young people in 2016, inspired by HipHop music, dancing and graffiti. Through the years, Digg It has become a treasury of fashion and style for the youth of Dubai with a variety of preloved and vintage clothing ranging from the late 70s to the last decade.