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10 Things Luxury & Fashion Brands Should Know Before Entering the Middle East
- Kubi Springer
- Jun 11
- 3 min read
Earlier this year, I had the privilege of attending the inaugural Vogue Business Summit in Dubai—an event that brought together some of the most forward-thinking minds shaping the future of luxury in the Middle East.
One panel that truly stood out was "How Brands Can Get Into the Market," moderated by Sujata Assomull (Contributing Editor, Vogue Business), and featuring dynamic voices like Nadine Kanso (Bil Arabi), Jasmina Banda (Chalhoub Group), Fahed Ghanim (Majid Al Futtaim Lifestyle), and Mariam Yehia (Mrs Keepa).
A key takeaway? The UAE and Saudi Arabia are fast becoming powerhouses in the global luxury landscape. The Middle East and Africa (MEA) region now represents 4% of the global luxury market - valued at $10–$12 billion - with tremendous headroom for growth.
But success here doesn’t happen by chance.
As AVANTGARDE’s Global Marketing Director based in Dubai, I’ve seen firsthand how leading brands are building meaningful, long-term connections with Middle Eastern consumers. Entering this region requires more than global playbooks - it demands cultural intelligence, innovation, and respect.
Here are 10 essential insights for luxury and fashion brands considering expansion into the MEA region, along with brands that are getting it right:
1. One Region, Many Stories
The GCC is not a monolith—each country (and city) brings its own tastes, languages, and consumer behaviors. A single campaign won’t cut it. Local partnerships and deep market insight are essential. For example, Dior’s “J’adore” campaign featured Algerian-born star Sofia Boutella and included a diverse cast to reflect the multicultural makeup of the region - ensuring broad relevance.
2. Culture is More Than Aesthetic
Luxury brands must go beyond surface-level design nods. Authentic integration of culture builds lasting loyalty. Abercrombie & Fitch’s Arabic logo adaptation and Dior’s Ramadan campaign, shot in the desert with a 360° immersive rollout, or the work we at AVNATGARDE did with FENDI Café, are examples of brands celebrating local identity with real depth and timing.
3. Lead with Legacy, Align with Vision
Heritage matters - but so does relevance. Align your brand story with national visions like Saudi Vision 2030 or the UAE’s “Year of Community” in 2025. Louis Vuitton’s “Journey to the Middle East” campaign and collaborations with local artists like Abdul Qader Al Rais beautifully bridge French luxury with regional pride.
4. Collaboration Breeds Credibility
Strategic partnerships open doors. Dior’s beauty hub with Emirates at the airline’s Dubai HQ shows how luxury can integrate seamlessly into regional lifestyles. Meanwhile, Rolex’s sponsorship of the Dubai Tennis Championships builds brand prestige through a shared passion for excellence.
5. Personalization is No Longer Optional
Today’s Middle Eastern consumers expect tailored experiences. Chalhoub Group’s VIC Lounge offers styling sessions and a curated product mix based on individual preferences - raising the bar for retail personalization. It's not just about selling, but about deeply understanding the customer journey.
6. Quiet Luxury Speaks Volumes
While the region was once seen as a hub for bold branding, today’s luxury consumers are leaning toward understated elegance. Bottega Veneta’s rise in the region proves that craftsmanship, minimalism, and exclusivity resonate - especially among younger, globally-minded shoppers in Saudi and the UAE.
7. Omni-Channel is the New Standard
Half of Chalhoub’s portfolio is now omni-channel - and for good reason. SEPHORA’s seamless integration across app, store, and loyalty programs shows how to meet consumers where they are. (As a mom of a teenage daughter, I can confirm the pull of a Sephora store on a Saturday -more on that another time!)
8. Sustainability is Gaining Ground
Sustainability is becoming a key purchase driver- especially in the UAE, where over 40% of consumers value it. Brands like Tiffany & Co., with transparent sourcing and recycled materials, are setting the standard. The key is to back up sustainability messaging with meaningful, measurable action.
9. Influencers Still Move Markets
In the MEA region, 82% of consumers trust influencers over traditional ads. The trick is authenticity. FENDI’s collaboration with Emirati influencer Dalal Al Doub made the brand more relatable to local audiences while maintaining global prestige.
10. Retail is Now an Experience
Shopping in the Middle East is social, immersive, and emotional. Lululemon’s FitStudio lets consumers engage through yoga and wellness, while Cartier’s “Love Is All” holiday pop-up (produced by AVANTGARDE) turned a retail activation into a community celebration - with food, music, and festive vibes that lingered far beyond a purchase.
In Summary:
Entering the Middle East is about more than expanding market share—it's about creating culturally attuned, emotionally resonant brand experiences. Brands that lead with respect, curiosity, and authenticity are the ones that will not only survive, but thrive.
What are your thoughts on the future of luxury in the region? Drop a comment—I’d love to hear your perspective and keep this conversation going.
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