This means a key question facing luxury brands will be whether and how to transplant – or adapt – China strategies honed over the past 15 years to the Middle East. They must also track how ties between MENA and China develop and evolve.
For example, should luxury brands take a global approach to expansion in the Middle East market, treating it like any other affluent region like western Europe or North America? Or should they take a page from their China playbook and tailor designs, marketing, and merchandising to appeal to local tastes and preferences in the Middle East?
Jing Daily’s latest flash report, “Is the Middle East the “Next China” For Luxury Brands?” explores the potential growth opportunities for luxury brands in the Middle East and North Africa (MENA) market, which in the years ahead could take its place as the “Next China” for luxury brands in need of renewed growth in the post-COVID era.