6thStreet To Host 1st Live Shopping Experience Tomorrow at 6PM


Live Shopping Lands in Middle East by Marsaana Communications

Dubai: The e-commerce fashion destination from Apparel Group, 6th Street has brought out a whole new experience to UAE with its 1st Live Shopping event happening tomorrow evening, 31st May 2021 at 6PM. Partnering with the boutique PR and Communications agency Marsaana Communications, 6th Street is planning to host the live shopping experience twice a week online on its platform – en-ae.6thstreet.com.

Tomorrow’s event is being hosted in collaboration with a very known name in the fashion industry, the Designer and Influencer Leanne Everett (@leanneeverett). Leanne will be interacting live with the audience giving them an opportunity to add their favourite fashion products directly to their shopping basket and shop during the live event. The consumers will also have a chance to communicate with the influencers on live chat, creating a personalised and interactive event and increasing the conversion and add-to-cart ratios. Cosmetics and fashion companies have been first to adapt the concept, but the trend is rapidly expanding to other areas, such as car retail and real estate. 

“We believe that the entertaining and value adding Live Shopping Experience will become an essential part of e-commerce in the near future. With live shopping video marketing, companies receive immediate engagement, strengthen, and personalize their brand profile, and ultimately increase sales” says Marsa von Walzel, Founder and CEO of Marsaana and UAE resident for more than 20 years.

Interactive Live Shopping events for consumers are revolutionizing e-commerce and will be a significant part of it in 2022-2024. The concept, originating in China, is rapidly expanding across the globe as the exponential growth in e-commerce and video streaming, accelerated by the Corona pandemic, is also facilitating the shift in consumer behaviour towards live shopping. 

“As we strive to be the leaders of the e-commerce industry, we must stay updated with the newest technologies and remain ahead of our times. We are eagerly looking forward to the live shopping event, which is the first of its kind in the GCC. It has previously been done in Asia successfully and we cannot wait to implement it here”, said Yousef Suhail Abo Alniaaj, Head of Influencer Marketing and Business Partnership, 6th Street.

“While the events currently take place on the online stores, they can also be adapted into a one-on-one shopping experience between a physical store and customer and become a significant source of revenue for these stores as well – there is no limit for growth within the live shopping”, concludes Marsa von Walzel.

Established in 1983, Marsaana Communications is a leading PR and communications agency and a pioneer in digital communications. With the Helsinki head office covering the Nordic Countries, Tallinn office covering the Baltics, Milan office covering Europe, and Dubai office – established 18 years ago – covering the GCC and MENA regions, they can reach extensive audiences. The wide service portfolio of the agency includes communications, consulting, events, influencer marketing and social media services. The new Live Shopping service includes strategic planning and event conceptualizing, technology, live video production, communications, and event reporting and analysing.