Business Today Egypt | October – November 2023, Special Edition

Fashion
“We have it all. Egypt is a treasure for design,”
says Sohayla Ali, adding that the growth of the
industry is notable, yet needs more recognition
and the “right marketing on the right track” for
high-end Egyptian couture houses to make it to
the global fashion market, not just to public figures.
Her vision for the future is to establish a highend
hub that gathers all growing fashion designers,
and to create a brick-and-mortar platform
for them to showcase their designs.
Competition in the Region
The UAE and Saudi Arabia account for almost
half of the fashion revenues in the MENA
region. This is evident in consumer behavior
changes, especially in Saudi Arabia. The regional
market is becoming more attractive, resulting
in the booming of the fashion industry and the
entertainment sector as a whole.
The UAE and Saudi Arabia are now experiencing
a new rise of fashion trends combining
the traditional Arab style with international
styles, and causing a rise in the consumer buying
behavior of fashion wear. The Gulf region
has for so long considered luxury brands and
fashion high-end brands as signs of high status;
this is expected to continue to be on the rise,
causing the international market in the region
to thrive.
While international luxury brands are on the
lookout for growth in the region, the rise of local
brands, however, is questionable. Most local
brands in the region are targeting women by
presenting modest traditional garments that are
fit for all.
The Gulf Region is now also home to many
local and international fashion events. The Arab
Fashion Week takes place four times a year in
Dubai; October and March for womenswear,
and January and June for menswear. The event
is coordinated by the Arab Fashion Council, a
non-profit working with Dubai Design District
to promote rising Arab designers globally.
The MENA region is experiencing a new rise
in the entertainment sector, especially in the
fashion industry, and increasing support, fashion
events and councils and helping to position
many local designers.
Egypt still needs to put in a lot of work to be
able to compete on the international and regional
levels as a fashion hub, but the nation has
already taken its first market-aware steps to unveil
the potential of its fashion industry and its
possible, very positive, impact on the economy.
www.businesstodayegypt.com
November 2023
53