São Paulo – The interest of young women and men in fashion in the Middle East has been growing much in the Arab countries. According to a study disclosed yesterday (22) by the Brazilian Export and Investment Promotion Agency (Apex-Brasil), the growing demand of Middle Eastern youths has boosted sales of more sophisticated and less conservative products, contributing to the growth of consumption of clothes, costume jewellery, cosmetics and shoes.
The study, which was disclosed to show Brazilian businessmen the best strategies to enter the market of the Middle East, shows that in the garment sector the products most sought among youths are shirts and jeans. In Riyadh, the capital of Saudi Arabia, for example, the key is modern youth fashion: Saudi consumers accept the novelties and seek original design.
According to the study, Saudi Arabia has a large young population that is considered less conservative than the previous generation. Fashion for Saudi women has been growing, as is the case with fashion for young men. The same has been taking place in Kuwait City, the capital of Kuwait, where most men wear more traditional clothes, many youths have been showing interest in modern fashion, a tendency that is boosting jeans sales in the country.
In Muscat, the capital of Oman, in turn, there is an elite population that dresses in a traditional manner. However, with the growth of the young population, greater consumption of fashionable jeans and shirts has been identified.
Of the eight cities analysed in the Apex study, which includes Dubai (United Arab Emirates), Riyadh (Saudi Arabia), Muscat (Oman), Amman (Jordan), Doha (Qatar), Manama (Bahrain), Kuwait City (Kuwait) and Beirut (Lebanon), Dubai is the main garment market. With sales of US$ 3.51 billion last year, consumers from Dubai spend US$ 101 a month in clothes. In second place is Riyadh, with sales of US$ 2.28 billion in 2008, followed by Beirut, with US$ 855.7 million.
Cosmetics
In the cosmetics sector there are many opportunities for Brazilian brands, due to the growing demand of younger men for beauty products. In general, fragrances and hair products are the cash cow of sector sales. In Riyadh, apart from fragrances and hair products, creams for skin are also among the most important categories.
In Muscat, the beauty product market for men has registered strong growth and, according to the study, it should remain like this due to the greater demand of a young population that is aware of the fashion tendencies, and due to the greater advertising. In Kuwait City, the study also show shows that younger men are more and more concerned with their appearance and demand novelties. Children’s products have also been gaining space in the Arab market, mainly those for special care, like creams.
In the case of cosmetics, Riyadh is the main market among the eight studied, with total sales of US$ 1.24 billion last year. The study shows that the Saudi Capital presents a developed market, as due to the closed culture, shopping is the main leisure of women. In second place comes Dubai, with sales of US$ 930.4 million in 2008, followed by Kuwait City, with US$ 179.1 million.
Jewellery
The jewellery sector was another evaluated in the study. The main consumers in the Middle East are the United Arab Emirates, Saudi Arabia and Kuwait. According to the figures disclosed, a good strategy to enter the region is to focus on fine costume jewellery, which is a tendency among the young public. In Qatar, for example, costume jewellery is already popular among young women who like fancy products with many stones and gems.
In Kuwait, growth is expected in the sale of costume jewellery aligned to the expansion of retail space, as international brands, like Accessorize, are making costume jewellery more popular among youths. The same is expected in Dubai and Riyadh, where such cheaper articles are more popular among youths. In the case of Muscat, most prominent are the silver and gold-plated jewellery, products that have the largest market share if compared to the countries of the Gulf, mainly due to the lower spending on jewellery.
Shoes
In the sector of shoes, the study shows that the main buyers in the region are Dubai, Riyadh and Beirut. There is, mainly, potential for male and children’s products, which are evolving along with the maturing of the retail sector. The demand for male shoes is boosted by the young public. The infant market, little developed, has great opportunities, as the greatest competitors in the sector in the region do not yet stand out in the sector.
The study also shows that most of the fashion consumers in these countries are not acquainted with Brazilian fashion products, being necessary strong commercial promotion, with promotion on hoardings and/or television commercials. The figures show that consumers are greatly influenced by the opinion of relatives and friends when purchasing.
*Translated by Mark Ament
