Why luxury brands keep getting young Gulf clients wrong

I have the pleasure and privilege to travel practically weekly all over the world for strategy meetings and retail experience evaluations. When you travel through the Gulf region today, the pace of transformation is breathtaking. Entire cities emerge from desert landscapes, and what once seemed like a distant vision now unfolds in real time. The skylines of Riyadh, Doha, Abu Dhabi or Dubai are a constant reminder that this region is not only investing in infrastructure, but also in a powerful new luxury narrative. At the center of this transformation stands a generation of young, globally connected clients whose expectations are rewriting the rules of luxury, and yet, many brands inside and outside of the region are underestimating their ambitions, expectations, and purchasing power. Gen Z and younger millennials in the Gulf have grown up in a unique environment. They are social-media natives who have experienced rapid economic growth and the cultural ambition of their countries. This generation has been exposed to the world’s finest brands and the immediacy of global culture through Instagram and TikTok. Their perspective on luxury is more demanding and dramatically more nuanced than that of their parents. They do not simply buy products. They look for brands that reflect their values, respect their identity, and engage them on a personal level. My Middle Eastern students at Pepperdine University are among the savviest when it comes to an understanding of what luxury means today. When family wealth meets individual identity Their wealth is often family based, yet their mindset is distinctly individualistic. They value self-expression and authenticity. A logo is often irrelevant. Instead, they look for experiences that feel tailored and stories that connect emotionally. A high-end watch or couture piece must represent a sense of cultural meaning and a lifestyle they aspire to. Digital platforms are their first point of contact. From Snapchat to Instagram and TikTok, the discovery of brands happens in real time. The new generation expects seamless interaction between digital and physical worlds. They want the online conversation to continue in the boutique and to feel that the brand understands their personal journey. For luxury brands this is a call to reimagine client engagement. It is no longer enough to have a beautiful store. The experience must be immersive, personal, and informed by data that allows every touchpoint to feel like it was designed for that individual. Another critical shift is the redefinition of exclusivity, which I have published extensively about with my 4E framework of luxury. For the next generation of luxury clients, exclusivity is less about who is excluded and more about what is unique. Limited editions or bespoke services resonate, but only when they feel meaningful and connected to culture. Pop-ups, private previews, and collaborations with local artists or designers create the sense of belonging they seek. Brands that embrace local culture and create unique Gulf-inspired experiences gain credibility and win loyalty. Next-gen experiences Luxury hospitality projects across the Gulf have become a powerful example of this mindset. In Saudi Arabia’s Red Sea development or Qatar’s new cultural districts, experiences are created to inspire. Guests are invited into experiences that combine tradition and innovation. This approach speaks directly to the younger generation who crave both heritage and progress. The same is true in high-end retail. Malls such as Dubai Mall and Abu Dhabi’s Galleria Mall, Qatar’s Place Vendôme are no longer simple shopping destinations. They are social and cultural hubs. The most successful brands transform their spaces into stages for storytelling, blending art, technology, and personal service. These experiences create emotional memories that go beyond the product itself and build long-term desire. Education and exposure to international culture also shape this generation’s view of luxury. Many have studied abroad and travel extensively, like many of my students. They are familiar with the standards of service and different lifestyles in Paris, Los Angeles, and Tokyo. They expect nothing less at home. For brands, this means that every interaction must match or exceed the best global benchmarks. A single weak moment will erode trust quickly. And this is where brands in the Gulf region need to step up their game and invest significantly more in training, client experience, and storytelling. Purpose beyond marketing: Sustainability as transparency There is also a growing interest in purpose. Environmental and social consciousness are becoming part of the conversation, even in a region where oil wealth once defined the economy. Young Gulf clients are increasingly drawn to brands that show real commitment to sustainability and to making a positive impact. Importantly, they don’t want a marketing exercise. They expect transparency and measurable action. For luxury leaders, success in the Gulf will depend on radical client-centricity. Brands must invest in understanding the emotional drivers of this generation. They need to blend digital and physical experiences seamlessly, create authentic local stories, and elevate service to a level that matches the most demanding global standards. The Gulf has always been a market of ambition. Today it is also a market of transformation, driven by a generation that sees luxury as an expression of identity and values. Those who meet their expectations will shape the future of luxury in the region and beyond. The opportunity is immense for brands willing to listen, to innovate, and to create experiences that this next generation will treasure. This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others, Daniel holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy.

Sectors

Insights

Company

Why luxury brands keep getting young Gulf clients wrong