Simon Naga, the Vice President of Asia and Fashion at Al-Futtaim
Retail is undergoing an unprecedented transformation. As global trends, technological advances, and evolving consumer behaviours reshape the landscape, brands are being challenged to rethink how they engage with shoppers across physical and digital realms.
For Al-Futtaim, a major retail conglomerate spanning diverse sectors from automotive to finance since 1939, this change presents both an opportunity and a challenge. It’s a chance to innovate while remaining true to the principles that have driven their success for decades.
With Simon Naga leading the way as Vice President of Asia and Fashion at Al-Futtaim, the group is navigating a future where the boundaries between physical stores and e-commerce are increasingly integrated.
“Consumers are becoming more savvy with higher expectations for service, personalisation, and offering,” says Naga, whose extensive experience includes managing brands like Zara, Massimo Dutti and Pull&Bear. Meeting these elevated demands has become a central focus for Al- Futtaim aiming to succeed in the dynamic commerce environment in Asia.
Massimo Dutti Singapore
Recent studies reveal that over 70 percent of shoppers demand personalised experiences, especially in their digital interactions. Shoppers no longer settle for a one-size-fits- all approach; they seek personalised, efficient, and engaging experiences at every touchpoint. Personalisation, once a novelty, has become a necessity, with retailers leveraging data to fulfil these elevated consumer demands and build stronger connections.
With that, Al-Futtaim has built an omnichannel strategy that enables customers to transition seamlessly between online and offline shopping environments. “Our digital strategy is diversified; activating multiple channels is important to widening our reach and improving conversion,” Naga explains. This includes launching dedicated e-commerce platforms and e-wallet solutions for key brands, ensuring a smooth shopping experience across devices and locations.
Zara Store in ION Orchard, Singapore
To stay at the forefront of shoppers’ comfortability, the group is driving its own innovations that enhance the in-store experience for customers. “We’ve also introduced smart fitting room technology that scans the number of items a shopper has and automatically assigns a fitting room,” Naga shares. Recently launched at Zara’s newest store in ION Orchard, Singapore, this pioneering tool streamlines the shopping experience by reducing wait times and enhancing efficiency, ensuring a more fluid and enjoyable visit for customers.
As consumer expectations evolve, Malaysia’s fashion sector is increasingly influenced by international trends. “The fashion industry is expected to grow, with most of the population’s fashion budget spent on international styles,” Naga predicts for the coming years. The growing middle class, rising disposable income, and a young, fashion- forward population are positioning Asia as a pivotal hub for retail expansion. “Changing demographics will be a key factor,” he adds.
Zara Home Store in Siam Paragon
While global movements undoubtedly shape the direction of shopping experience, Al-Futtaim emphasises the importance of understanding and adapting to local cultures and customs in a region as diverse as Asia.
“Localisation has become integral to our brand strategies,” Naga says. This focus is especially evident during local celebrations, when consumer behaviour shifts towards family-oriented and value-driven purchases. “We make sure to align our offerings with cultural values and celebrations,” he adds.
Reflecting on his journey from the frontline to his current role, he has gained valuable insights into leadership in this ever-evolving sector. “Embracing change, empowering teams, and prioritising customer satisfaction is essential,” Naga reveals.
Looking ahead, Al-Futtaim is committed to upholding its core values. The company has recently expanded its footprint with new store openings across Asia and plans to refurbish existing locations as well as open new stores in both new and established malls. They are well-positioned to lead the industry into its next phase of growth while strengthening its market presence. “We are constantly seeking new growth opportunities to ensure our brands remain relevant and accessible to shoppers.”
