Apparel Group has launched its back-to-school campaign in the UAE and the wider GCC, inviting students at school and university to empower their return to the classroom with style.
Thoughtfully designed to meet the needs of all students, Apparel Group claims campaign brings together a standout selection of apparel, footwear, accessories, beauty essentials, and school-ready gear.
“Back to Style is more than a seasonal campaign,” said Neeraj Teckchandani, CEO of Apparel Group. “It is our way of empowering students and families across the UAE to begin the academic year with confidence and individuality.”
The campaign uses two types of messaging to resonate with students: Back to School for juniors and Back to Campus for older students.
“For juniors, the creative was playful and colourful, reassuring parents about comfort and practicality. For campus-age youth, we leaned into trends, Gen Z culture, and digital storytelling,” said Sima Ganwani Ved, Founder and Chairwoman, Apparel Group.
To arrive at this strategy, Apparel Group “studied demographics, locations, and user behavior to identify new segments,” Ved explained.
“These insights shaped our approach to create tailored messages for each group while uniting them under one Back to School story,” she added.
The campaign’s omnichannel roll-out includes, billboard ads in high traffic areas, digital campaigns, social activations, immersive in-store experiences and PR amplification in lifestyle and family media. Apparel Group also leveraged collaborations with influencers to add a ‘personal touch’.
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“Together, these touchpoints built one unified campaign across all platforms,” said Ved.
Apparel Group aimed to drive back-to-school sales by capturing Gen Z’s attention and strengthening engagement with its Club Apparel loyalty rewards program. “Our goals were clear,” Ved said, “reinforce our brands as the first choice for families preparing for the school year.”
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A mix of performance and experience metrics were set to track the results of the campaign. “On the numbers side, we track sales growth, store and e-commerce traffic, conversions, and Club Apparel enrollments,” Ved said. “On the experience side, we monitor engagement, sentiment, and customer feedback, which we see as the true backbone of success.”
Since its launch, Ved said the campaign achieved 42 per cent year-on-year growth on digital, while final results remain unconfirmed as the campaign is actively running through August.
With ‘Back to Style’, the Group invites customers to visit its stores across the UAE or explore the full collection online to find everything they need for the season ahead.
Credits:
Concept & Creative Direction: In-house by Apparel Group Corporate Marketing Team
Marketing & Communications: Apparel’s Marketing, PR & Loyalty (Club Apparel) teams
Media Buying & Planning: Apparel’s Media Team
In-store Activations: Apparel’s Retail Operations in collaboration with local activation partners
Influencer Marketing: Apparel’s Influencer Relations Team & partner networks
Production & Rollout: Apparel’s Creative Studio and Digital Teams
