Retail, especially luxury sales, have slowed and even become stagnant in this current economic status (like I need to even remind you considering the fail in Holiday sales this year), leaving designers, wholesalers and retailers seeking new market opportunities.
Between 2014-2015, this was thought to be the growing Asian market, however, as China’s growing population became saturated, they have now turned to the Middle East. The Middle East has presented itself as viable market not only for hand-made islands and decadent cuisine, but for their growing population of female shoppers with significant opportunities for greater wallet share.
Luxury designers are now paying attention in a bigger way. They’re understanding their specific needs and creating and curating collections inspired by the unique cultural needs of countries such as the United Arab Emirates. Finally, these designers are getting on board with something that has been obvious for the past 5 years.
Design duo Dolce & Gabbana have recently announced plans to launch a collection of contemporary, traditional pieces created and tailored just for the Middle East.
Designer Stefano Gabbana mentioned:
They also noted recently that the focus at Dolce & Gabbana shows is for the guests to feel as effortless as the work feels for the designers.
As many designers have sought to find a connection with the Middle Eastern market on their terms, Dolce and Gabbana is one of the first major luxury labels to truly create a collection exclusively for some of the highest-spending yet underserviced female shoppers in the world. By understanding the nuances of the Middle-Eastern culture and the specific need for traditional pieces — such as a abaya and sheyla that focus on modesty yet are still high-fashion and contemporary — they will lead the pack into this beyond emerging market and are sure to have a fashion-minded company in the UAE and its neighbors.
The collection will be available in the UAE during October 2016. I’m sure the Abaya will now even become a trend to the Middle Eastern population in the U.S. just so they can have some D&G on them. The real question is, will D&G be able to break HandM Balmains craziness and sales record that just happened in the UAE?
Written by Engie Hassan