A’anika, REDTAG’s latest capsule range, strikes a delicate balance between modern trends and traditional ensemble, empowering fashion-forward women to gear up for the opening of the GCC social scene
Dubai, United Arab Emirates
REDTAG, region’s leading value fashion and homeware brand, has launched A’anika, a ladieswear range of modest apparel. A’anika is REDTAG’s earnest attempt to align with the sociocultural evolution and progressive reforms, geared towards empowering women.
Homegrown value fashion brand REDTAG has been championing modest ladieswear in the region for quite some time, but with A’anika, it is curating a signature collection. This initiative is expected to resonate with the fashion-conscious generation, especially at a time when the Middle East is reopening its outdoor activities after a prolonged closure. A’anika collection is currently available in selected stores and through WhatsApp shopping across the region.
“A dedication to REDTAG’s women customers, A’anika means “unique” in Arabic, and “gracious”, “brave”, and “song” in other languages – which are metaphorical of our female clientele. This range is the by-product of multiple customer feedback we have received in recent months. Women shoppers sought a dedicated range of refreshingly modest apparel. So, after a fair amount of market study and interpretations of international high fashion, we are finally catering to their needs, just in time for the post-pandemic reopening. We also have a great A’anika collection lined up for Spring and Ramadan,” said Jitender Advani, Head of Fashion, REDTAG.
As outdoor activities like cinema, mall experiences, office work, and dining resume, the need for variety and options in clothing has amplified in the region. Women, in particular, are seeking a sense of novelty and designs that are in sync with the region’s continued reforms in dress codes. A’anika offers a complete outfit solution with layering options. The collection comprises of blouses, trousers, dresses, and scarves that are both fashionable and comfortable.
On-trend silhouettes in jackets and midi dresses, loose-fitting collections in earthy and neutral tones, everyday formal-casual combinations of beige, white, and black tops with complimentary striking prints are amongst the highlights. The A’anika range also accompanies footwear and accessories, including scarves, bags, and jewellery. REDTAG has particularly emphasized on the fabric quality, comfort, cuts, and lines, giving the collection a luxe feel, all while upholding its reputation for value pricing and affordability.
“At REDTAG, we believe in timing; we want to bring the right product to the right people at the right time. Progressive reforms in the GCC, combined with the systematic resumption of outdoor activities, created an opportune moment for the launch of A’anika. It is REDTAG’s way of celebrating the social, economic, cultural, and political achievements of women,” added Jitender.
The recently launched hyper-convenience services like ‘Anytime-Anywhere Exchange’, ‘Find Your Size’, ‘Fashion Stylists’, and ‘Free Home Delivery’ testify to the brand’s customer-centric approach. REDTAG has even introduced WhatsApp shopping, besides expanding its ecommerce presence in the KSA. With these first-to-market services in the Middle East, along with its tiered loyalty program – RT Rewards – which boasts over 15 million members, REDTAG continues to cement its position as the leading value fashion and homeware brand in the region. Its contributions were recognized by Retail ME through the ‘Most Admired Brand Campaign of the Year’ award 2021.