Inside Story

FIDA ALKAUD, Senior Buyer at Tryano, talks to OHLALA about our ultimate guilty pleasure: online shopping.


It’s hardly breaking news that the pandemic essentially changed life as we knew it overnight, so it’s no surprise that our shopping habits have also changed. We’re making online purchases more frequently and more confidently than ever before – simply because we have to. “We at Tryano noticed a rise in wellness products, both in beauty through skincare and in fashion through athleisure. Brands like Alo Yoga have gained a lot of traction. Our curated sneaker edit has been continuously picked up from clients with a wide offer in luxury brands like Alexander McQueen, Chloé, and Stella McCartney as well as urban brands ranging from Off-White and Golden Goose to Nike,” explains Fida.

“Loungewear fashion has been very popular as well, with a lot of our consumers wanting to find luxury in comfort. We’ve curated our favourite stylish but laidback pieces from Pour les Femmes, M Missoni, and more. Gifting has also been extremely important for us. With a lot of people being separated from their loved ones, we’ve seen fine jewellery performing very well, especially with regards to timeless sentimental pieces.” And when it comes to shopping online, she shares a handful of expert tips and tricks to help OHLALA readers shop smarter.

“Always compare the shops. The world is connected in more ways than ever before. Be confident in your purchase by ensuring you are receiving it from a trusted and transparent website. Know the shipping and return policies. Your local concept store may offer you faster delivery internationally than some of the more established competition. Also, it is important to stay connected.

Follow the brands you love, whether it’s your favourite department store’s newsletter or your regional influencer on Instagram. These brands always like to give back to their loyal following through early access to exclusive products and events or a promo code,” she continues. But what about the future of our online purchasing habits? Where are those headed, according to Fida? “We are in an era of conscious consumerism. Consumers have access to wide range of resources and information. Before purchasing a product, they are doing their research. They are going online to read more on the business and its practices. They are checking labels.

They are using social media to guage public opinion. Ultimately, consumers are more inclined to buy products from stores when their values align with their own.” Here, talk turns to sustainability and ethical practices in luxury fashion, which Fida says are in the spotlight. “This, too, has changed a lot of purchasing behaviour. Sustainability is now ingrained in our ethos. We are committed to making a difference within our community and beyond by supporting sustainable brands. We are also taking steps in different areas, including shopping bags and gift boxes made from recycled materials. Lastly, when we look at our region, Ecommerce needs to be localized for each market. We’ve seen our clients connecting more with their communities and heritage.

For us this means, positioning Tryano and Tryano.com as a platform for regional designers to showcase their talent. We’ve recently introduced more local talent into the portfolio including Reemami, Sara Tamimi, and 5ivepillars in Womenswear, MKS, and Yataghan in accessories, Hindamme, and Galag in Menswear.”

Go to www.tryano.com and check out this season’s collection.

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