Editor’s Note
As Ramadan approaches, luxury brands are strategically positioning themselves in the Middle East with timely pop-ups and exclusive collections. This article explores how aligning product launches with cultural moments like *Foutour* can capture consumer attention during this pivotal season.
With the arrival of the most celebrated month in the region just days away, luxury brands are courting the Middle East. The winning strategy for luxury brands in the Middle East is to highlight their products just before the Ramadan rush, perfectly aligning with customer needs and desires. Dior, Cartier, Céline, Ferragamo, Dolce & Gabbana… luxury houses are vying to create pop-ups, launch exclusive collections, or even become part of the *Foutour* meal.
From jewelry and pastry to fashion and beauty, luxury brands are resuming their operations, and it’s no longer happening only in Dubai. Global brands are increasing their local engagement in other Gulf cities, including Abu Dhabi, Riyadh, Kuwait City, and Bahrain.
Ramadan is associated with generosity and sharing. The most common expression to wish for the arrival of Ramadan is “Ramadan Karim,” meaning Generous Ramadan. Ramadan (from March 1st to April 1st) is about giving to loved ones. This culture of generosity is the source of a significant portion of spending. In Saudi Arabia,
according to a recent YouGov report.
Ramadan corresponds to the ninth month of the Muslim calendar. It begins with the confirmation of the sighting of the moon. This month of fasting is considered a reminder of the condition of those less fortunate in life who know suffering. Ramadan, this sacred month of abstinence observed by Muslims worldwide, holds particular importance in the Gulf region countries. Ramadan is followed by Eid, three days of celebration and festivities.
The pre-Ramadan period is a peak shopping season and thus an opportunity for international luxury brands to launch their capsule collections and also to establish themselves in a lasting way beyond these festivities. To mark this festive period, a host of local and international luxury brands create exclusive collections for Ramadan.
The trend of launching “Ramadan” collections in recent years reflects the development of the Middle East into a significant market for fashion brands, with increasingly demanding customers who are among the world’s largest luxury consumers and where influence is breaking records. With a luxury industry in decline,
an insolent growth of 4 to 5%, which attracts luxury brands.
During the Pre-Ramadan period and in anticipation of the “Eid” festivities following the end of Ramadan, spending increases significantly. Ramadan is a unique time in the MENA region. Each year,
In Saudi Arabia, for example, 64% of consumers say it’s the ideal time to shop. It’s the season for new clothes, sumptuous meals, and generous gifts.
To mark this festive period, a host of local and international luxury brands create exclusive and sometimes capsule collections, occasionally in collaboration with local artists. Dresses and kaftans in crepe de chine, satin, and silk create fluid silhouettes perfect for an elegant *iftar* or *suhoor*.
This year, several luxury brands stand out with collections or pop-up activations.
Cartier is betting on desirability with a “Journey of Wonders” exhibition at the Al Shindagha Museum in Dubai. The exhibition includes over 300 pieces of high jewelry. The house is also celebrating its 25th anniversary in the United Arab Emirates on this occasion.
For the occasion, Tiffany & Co. reveals its new local muse: Saudi star Lojain Omran, a media pioneer in the region and the first Saudi woman to represent the jeweler.
Céline launches its capsule collection and unveils its exclusive Ramadan pop-up at the Mall of the Emirates until February 28th. The
offers a selection of ready-to-wear pieces and accessories, combining craftsmanship and modernity. At the heart of the collection are jacquard silk blouses, pleated skirts, and custom shirts. Silk pieces and pajamas, paired with sandals and refined accessories, embody the effortless glamour synonymous with the house.
Ferragamo launches a Ramadan collection through a campaign with endurance runner Marwa Alhashmi. This campaign celebrates renewal and introspection.
Loewe also launches its new
exclusively for Ramadan.
Dolce & Gabbana and Dolce & Gabbana Beauty honor the spirit of Ramadan with a social media campaign celebrating the beauty of Middle Eastern women.
Dior sets up a “Gold pop-up” for its Ramadan collection at Dubai Mall.
Whether for the evening Iftar, Suhoor, or Eid, Giorgio Armani releases its Armani/Dolci collection and celebrates the festive season with a chocolate box available in Dubai as well as in New York and Milan.
Brand events often rely on the concept of *Suhoor* or *Iftar* with imagery steeped in desert or moon (a symbol of Ramadan). But is that enough? With a very young, highly connected population aware of commercial stakes,