Ramadan State of Mind: How Mytheresa Is Celebrating The Holy Month
Mytheresa’s Isabel May on curating a seamless shopping experience for this special time of year…
At the helm of customer experience at Mytheresa – including overseeing all creative, social media, communications, events, personal shopping and brand marketing departments – there’s very little Isabel May doesn’t know about what makes an online shopping experience great. It’s about going the extra mile and focusing on even the smallest detail, from offering a very special personal shopping service to looking into every single comment and piece of feedback the site receives from clients. At Mytheresa, complacency is not an option. Or as Isabel likes to put it, “We always strive to be better, to improve what we are doing.”
It’s that level of focus that has helped Mytheresa to become a hugely influential player in the global fashion scene, stocking over 200 of the best international designers and featuring 600 new arrivals each week. Delivery to the Middle East is fast and reliable and for those looking for help in navigating the beautifully curated luxury fashion that is on offer on its platform, personal shoppers are available.
The site is also very focused on making Ramadan a cornerstone of its annual offering and this year teamed up with local talents for its campaign. “The Middle East is a key market for Mytheresa. It is very important for us to localise our communication where we think it is necessary and show respect to the markets we are working with. Working with Nojoud Al Rumaihi was a great experience for us and we, as a team, are always learning a lot,” says Isabel.
This year also marks the first time that Mytheresa has asked designers to create a selection of exclusive pieces for the site specifically for the Holy Month. “Exclusive product is a big part of Mytheresa’s curated approach. We want to deliver something unique to our customers and we built a reputation around exclusive offerings and special capsules. For the Ramadan edit, we have included exclusive pieces from Emilia Wickstead, Rasario and Safiyaa,” confirms Isabel. “Our customers are highly passionate about luxury fashion, it’s a part of their lifestyle. But they don’t have much time. It’s all about making the experience smooth and easy. We want the product to arrive quickly. If there is any issue, we are reachable. A personal shopper is there for you 24/7,” she added.
As for her own wardrobe, how does she go about curating it? “Every day I look through the new arrivals,” she says. “It’s part of my job but also a personal addiction. I’m very passionate about luxury fashion. I put everything I like in my Wish List and then, slowly, work my way through it.”
From Harper’s Bazaar Arabia’s April 2022 issue.