JOKES ASIDE is a streetwear brand originating from the UAE.
Marketing in the fashion industry is an exciting journey full of continuous learning, and with ever-changing trends and fierce competition in the UAE, consumers are spoilt for choice.
Brands need to find creative ways to cut through the noise to reach audiences, especially Gen Z generation.
JOKES ASIDE is a local streetwear brand that embraces bold self-expression by transforming real-life stories into wearable art.
The brand aims to foster a community that pushes the boundaries of fashion while celebrating individuality, confidence, and rebellion against societal norms — all values that resonate with Gen Z. And they’ve done just that.
Capturing Gen Z’s Attention
The brand has grown rapidly since its inception and to stand out from the crowd, it needed to be a conversation starter.
However, Gen Z tends to shy away from open promotion and instead associates authenticity with messaging that says they are who they say they are, so our messaging is casual, humorous, relatable, inclusive, trendy and focused on encouraging non-conformists.
We purposefully sought to recreate positive associations through strong, colorful visuals and exaggerated, random designs inspired by real-life situations. This is reflected in our social media, the apparel we sell and the pop-up concepts we run, ensuring we maintain our brand identity.
Brand positioning strategy in the UAE market
JOKES ASIDE differentiates itself from the rest by offering authentic self-expression, unique designs, high-quality fabrics and being an authentic UAE-made brand.
We built brand awareness quickly, which was well received, because the Gen Z market here is supportive of local brands, which we believe are more likely to accurately represent their reality and strive to foster a like-minded community that they can relate to.
And there are added benefits to intentionally supporting slow fashion.
Additionally, our understanding that Gen Z values exclusivity and uniqueness led to the insight to host pop-up stores across the country.
By providing an outlet to create a memorable experience that resonated with them and nurtured their fear of missing out, we encouraged our demographic to not only explore the apparel, but also to personally connect with the brand’s people and story.
As a result of adopting this concept, our launch at BRED Abu Dhabi in 2023 sold out and pop-ups have become an integral part of our marketing strategy ever since.
A shot from the JOKES ASIDE pop-up.
Leverage your community and its influence
Because we target a niche audience, we knew we needed to tap into youth culture early on and make ourselves known in specific Gen Z-related communities.
This meant taking in the nightlife action, neighborhood events, private shows, and even famous fashion and pop culture festivals like Etisalat’s MOTB (Market Outside the Box).
So far, these physical experiences have been a huge success and are where the majority of our sales come from.
Similarly, the company began placing its products in concept stores, trendy barbershops and other locations representative of youth culture to maintain visibility and get closer to its customers.
Being part of the community isn’t enough: the UAE’s Gen Z audience worships micro-influencers for their sincere content on their social media profiles.
That’s why we carefully select and collaborate with UAE-based creatives, including styling models, singers, and other influencers who promote us online.
This strategy will increase your social media engagement and position you as a trusted provider of streetwear fashion.
A JOKES ASIDE collaboration with UAE-based photographer Kristina Vegera.
Leverage PR for long-term exposure
In the fashion industry, PR is a key tool for establishing long-term positioning.
We try to strengthen our relationships with journalists involved in our events by inviting them to have personal conversations.
Being featured in youth and fashion focused publications provides social proof of our success and serves as a positive validation for existing and potential customers, encouraging product trial and repeat purchase.
Founder-Focused Content on Social Media
I’ve recently noticed that founder-focused content has been hugely influential in increasing brand exposure for JOKES ASIDE.
Gen Z values authentic storytelling because they value authenticity in the brand, so in a sense, founders become content creators because Gen Z places authenticity in the brand.
Ibrahim Abudyak, Founder and Creative Director of JOKES ASIDE;
Giving a behind the scenes look at the founders’ journey and social profiles adds transparency to the brand.In this regard, many people have come to know about JOKES ASIDE and its mission through my social media as I regularly share my achievements and behind the scenes content on social media.
Overall, Gen Z is revolutionizing the UAE’s fashion industry through value-driven shopping, community-focused brand loyalty and a preference for authenticity.
Understanding the deeper motivations of customers is crucial to successful fashion marketing, especially for new brands looking to enter the market.
Article by Ibrahim Abudyak, Founder and Creative Director, JOKES ASIDE.
