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City Centre Mirdif and City Centre Deira are prompting customers to discover their unique styles, as the malls harness the power of cutting-edge technology to celebrate the arrival of their Autumn Winter fashion collections. Through the month of October, seasonal celebrations will offer shoppers a modern programme of fashionable surprises and instant-win competitions to immerse themselves in and enjoy — all brought to life by a suite of state-of-the-art digital platforms and exciting gamified experiences. As customers fill their closets with the malls’ diverse offering of fashion and beauty items, they will be given the opportunity to win big and gain rewards — the more they shop, the more chances they get to win.

Visitors to City Centre Deira will be able to enjoy a unique, gamified shopping experience: the mysterious Fashion Wardrobe. Here, customers will be invited to try their luck in hopes of winning AED 20,000 worth of the latest Autumn Winer collection items. The prize bundle includes the latest collections from the mall’s beauty brands, such as Centrepoint; as well as a selection of new outfits from fashion brands, Bershka, Women’s Secret, and Pull and Bear. Every AED 300 spent within the mall will grant the customer one e-token to access the Fashion Wardrobe located at the East Court. With scanning a unique QR code to unlock the wardrobe and crown the winner, customers are hard-pressed to work through their shopping lists quickly.

Shoppers also have the chance to win 50,000 SHARE points — equivalent to AED 5,000 — to be spent across Majid Al Futtaim’s diverse ecosystem of brands when they spend AED 300 at any of the stores at both malls. To enter the prize draw, customers must simply scan their receipts via the SHARE application. Adding extra dazzle to this season’s offerings, customers will receive further prizes, which include 100 SHARE points, upon spending AED 100 at any of their favourite fashion stores.

[Spokesperson] said: “City Centre Mirdif and City Centre Deira are proudly community-centric malls that celebrate the rich traditions, influences and cultures of their visitors and surrounding areas. They also have a demonstrable record of pioneering new and exciting offerings that set new benchmarks for retail journeys and customer service. As we celebrate the new fashion season, we look forward to helping our customers express their unique personalities through fashion by rewarding them with masses of SHARE points, generous retail vouchers, and the thrill of winning big. As two of Dubai’s landmark fashion destinations, we aim to delight our customers by introducing them to the latest trends. We’re pleased to be offering our shoppers a space to cultivate their unique sense of style as they explore the Autumn Winter 2020 collections from our diverse mix of fashion and beauty brands.”

Marrying customers’ love for fashion with their growing fondness for personalised shopping experiences — that extend beyond transactional retail — City Centre Mirdif and City Centre Deira’s Autumn Winter celebrations respond to the shift in consumer behaviour in the wake of COVID-19. They offer a snapshot of the modern retail and fashion landscape, curating memorable experiences that mall visitors and fashion lovers can hold on to and cherish for years to come.

This is in-keeping with the acceleration of Majid Al Futtaim’s digital transformation, which is geared towards creating more convenient, seamless and meaningful experiences for customers.

City Centre Deira and City Centre Mirdif are home to some of the trendiest fashion brands, including Nine West, GAP, H&M, and Zara. To learn more about City Centre Deira and City Centre Mirdif, customers can explore the malls’ respective websites at www.citycentredeira.com and www.citycentremirdif.com.