London: Several Western designer houses are clashing in their trials to attract the Arab client before the start of the Ramadan month, but fail to understand Arab’s shopping needs, and only look at these clients’ capacities to spend large amounts of money on daring accessories and expensive products.
In Great Britain and every year during this period, designers get prepared for Arab clients by offering new products and getting rid of the old, before their arrival in the summer.
There are some designer houses that understand, or at least understand the culture of their Arab client whose need for shopping increases during the month of Ramadan due to women’s need for elegant clothes and accessories when attending all the Iftar invitations and the family entertainment evenings.
These houses are now targeting the client in his own ground, by offering a unique collection specially designed for the month of Ramadan. Such attempts witness an acceptable success, because the designs often respect the eastern milieu and the Ramadan spirit, and at the same time, offer women new choices, instead of providing designs that only look at financial profits.
In other terms, many Arab women saw nothing different in the abayas designed by Dolce & Gabbana from the ones already made by Arab designers. The mistake of Dolce & Gabbana was their interest in iconic pieces with deep cultural meanings, that could only be understood by people living in this region or orientalists who had spend years studying Arab culture.
Such mistake drove Burberry fashion house to take a totally different policy by using a more simple language in dealing with the Arab client. The British fashion house decided to celebrate the opening of its immense shop in the U.A.E. last April with its traditional iconic trench-coat, by photographing leading Arab figures, wearing it, each in its own way.
Burberry also offered a unique collection ahead of the month of Ramadan, without referring to the abayas or caftans to reach Arab women’s wardrobe, but, instead, it kept its style as a British designer brand by respecting the Arab environment and the spiritual milieu of Ramadan.
Burberry Creative Director Christopher Bailey suggested a collection of long evening dresses, in addition to silk scarfs, stone embellished sandals, and expensive leather handbags, all designed in London and produced in Italy in small quantities.
In the month of Ramadan, Burberry and other designer houses discovered the increase of selling in the region. Therefore, some of these brands knew how to please their clients by offering modern styles that could be appreciated by Arab women rather than using traditional Arab pieces to reach Arab clients’ pockets.