New products for new market
24.03.11
At g-1’s head office in Dubai, a large development program has been unfolding. Creative Director, James Domine explained that “almost everything g-1 has ever designed, has been re-designed to suit a London audience. In essence, we have compressed what took several years in Dubai, into several months for the UK”. The g-1 business model is based partially on its ability to ‘localize’ a significant proportion of its products. More than 100 items per locality are customized and the rest are globally generic products which are seasonally updated, “whilst the localization is a huge task, it makes us a much stronger retail proposition – people like to buy something ‘of the destination’ but equally may want something for home or office.