"Consumers in the Gulf Cooperation Council (GCC) want more than products from the brands they purchase - they expect meaningful engagement, exceptional service and to feel a sense of community and connection. BoF's latest knowledge report,Building Brand Resonance With Gulf Consumers, in partnership with Snap Inc. in MENA, examines strategies for regional and global fashion and beauty brands to create lasting impact and culturally resonant activations in the GCC."
"'Community is not just a marketing level in the Gulf - it's a currency of trust,' says Hussein Freijeh, Snap Inc. 's vice president and general manager of the Middle East. Indeed, building genuine connections and a sense of community is crucial to sustaining growth in a competitive, digitally driven market."
"Over 60 percent of Gen-Z consumers in KSA say they want brands to help them connect with their heritage in new and creative formats, according to Euromonitor. 'You need to really engage in the fabric of society and you really do need to go beyond transactional in your relationship with the consumer, which has been the key,' says Fahed Ghanim, CEO of Majid Al Futtaim Lifestyle. Global brands can celebrate regional heritage through designs, events or exhibitions - Dior created virtual scarves on Snapchat with motifs tailored to the user's location and local heritage, while Lululemon took more than 100 VIPs up the Al Faisaliah Tower in Riyadh to celebrate the city landmark."
GCC consumers demand more than products; they expect meaningful engagement, exceptional service and a sense of community and connection. Community operates as a currency of trust and supports sustained growth in a competitive, digitally driven market. Over 60 percent of Gen-Z in Saudi Arabia want brands to help them connect with their heritage in new and creative formats. Brands should engage beyond transactional relationships and invest in the fabric of society. Global and regional brands can celebrate local heritage through designs, events and activations, and should leverage local influencers and the regional cultural calendar to build resonance.
Read at The Business of Fashion
Unable to calculate read time
Collection
[
|
...
]