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.

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.