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Fashion on Wheels: Egypt’s first mobile-shopping truck



While sitting in his custom-made truck, he sips his cold smoothie to fight the burning sun before he heads to a baffled modern-day damsel in distress. As the street buzzes outside the windows, Mohamed Antar walks his client through his progressive space. They only have a few minutes to go through the latest fashion collections to get her ready for the approaching night. Like a contemporary fairy god-mother Antar offers his client the perfect beach-destination attire. From sundresses to over-sized shirts and a rainbow of accessories, Antar has managed to find a local answer to geographic restrictions and fast-paced summer nights.A few weeks earlier, Antar and his good friend Ahmed Ekhtiary spent a long week juggling ideas in order to find the most feasible method to reach their audience. After founding their prêt-à-porter label, Recesses, the duo were fully aware of the growing market challenge; therefore, they aimed to depend on old-school Godzilla marketing. The mobile truck is designed to accommodate a fitting room and urban visual merchandise. “We designed our truck to meet the most efficient and cost-effective standards.” Antar added “We were keen to make it open from all sides to give it maximum space. On the other hand, we also wanted it to be aesthetically appealing to customers while they walk beside it.”Week after the other, Fashion on Wheels parked in front of high-traffic shopping destinations and star-studded compounds. With a welcoming layout and colorful branding, the truck managed to interrupt many random walks and attract a growing number of clients. Source: daylynewsegypt
Published: 1 December 2017
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