The Middle East is the fastest growing luxury market, so what have the big brands not yet understood about its consumers?
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IT'S 9AM here and the coffee hasn’t hit yet, but let’s just say it: The Middle Eastern consumer is often misunderstood by mainstream luxury brands, period. This is bizarre considering that Middle Eastern customers comprise a luxury goods market on track to generate 76.47 Billion SAR / $20.39 Billion USD by 2029 within the region alone; that is a growth of 6 Billion SAR within a two-year period. For comparison, the US luxury fashion market is primed to generate $27.67bn in 2024. These figures illustrate why the ‘accelerated potential’ of Gulf countries piques the interest of many C-suite executives across the world’s finest boardrooms.
The ultimate mistake is to consider the Middle East as one market that has a singular palate or norm of dress code.
As a seasoned fashion buyer and an Arab woman that wants to see accurate representation, Deena shares six fundamental details luxury brands need to understand about Middle Eastern customers:
No1: Understand the details and delve into local differences.
There are very different customers across the region and they have unique tastes. Get to know the differences between key cities and countries within the region. The ultimate mistake is to consider the Middle East as one market that has a singular palate or norm of dress code. Each Gulf country is highly unique and rich in its distinctive culture. This is a part of the world deeply proud of its heritage and the more you get to know it, the more you will fall in love with its beauty. Do not assume a broad brushstroke is enough to say you ‘get’ the Arab market. Invest in exploring the countries you wish to sell to, then listen and understand. This applies to regional designers and to exported brands wanting to offer collections to Arab countries.
No2: Go beyond the obvious and truly specialize for Arab consumers.
Make customers feel special and do not be shy about specifically targeting them. When we say that, we don’t just mean a ‘Ramadan Collection’, which is what every designer and their mother is doing! It’s about offering textures, colors, fabrics, textiles, hems of the consumers’ preferences to suit their unique way of life. And doing so throughout the year. Showing respect to the individual countries within this market makes all the difference; it is a mark of acknowledging storied cultures embracing modernity - which goes a long way. Consider and constantly evaluate what works and what doesn’t, and why. These details are lacking in the Middle Eastern marketplace right now; master this and you will win loyalty.
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No3: Enlist native buyers that understand each country.
Currently it seems as though most of the fashion buyers deciding which collections go where within the region are not natives. This is potentially a problem. Maybe not so much in a place like Dubai, a major hub that attracts people from across the world. But many key cities within the region require true local understanding, which means working with a native that uniquely knows the way of life there and wants to make style seamless. Having this component in a business strategy endears a consumer to a fashion maison. The more specialized your representative is in knowing the area you are marketing to, the better you will succeed there. Common sense, perhaps? But an often overlooked detail. If you want to make it here, then truly get to know us.
No4: Remain agile and accept it’s a journey of discovery within the Middle Eastern market.
When my best friend and I opened our store, D'NA, we were initially selling to ourselves to it all came very organically. Over the years we discovered things that we never would have predicted. There are always surprises. This is a very interesting market - it’s layered because there are different consumer habits from city to city across the region. It’s not ‘what you see is what you get’. When you research and prepare, also plan to be nimble so you can pivot to the unexpected needs of consumers. What does that mean in buying terms? Hold a budget for curveball entries to your merchandise list in an on-going capacity.
Neon map of Saudi Arabia on a concrete wall. Parinya/Shutterstock
No5: Customisations are important to consider for RTW business models.
Especially for a city like Riyadh, customisations to garments reflect the life women are leading there. Specialized tailoring of ready-to-wear garments make the consumer experience next-level and takes into account the lifestyle a person leads. This enables consumers to delve deeper into a brand without the commitment of haute couture-level commissioning. Altering a garment can also enhance its design. After all, the person wears the garment; it should not wear them. For Arab luxury customers, the magic is found when brands are open to giving choice and, room for bespoke elements, . And don’t forget, the level of service is supremely important; it will make the entire experience unforgettable and breed loyalty.
No6: Know that people will shop and dress according to where they are.
There is an important difference between what consumers want to buy within their own country and what is purchased near the ski slope or on the boulevards they frequent. Local and global buyers need to join the dots to map out consumer journeys for VIP consumers and deliver for all diaspora customers.
By Deena Aljuhani Abdulaziz, as told to Philippa Morgan.