Apparel Online India Issue 1-15 March '18 | Page 34

FASHION BUSINESS
JOY OF EXPERIENTIAL
RETAIL IN THE GULF
CAN TEACH A LOT TO
THE WEST
plunging necklines, mini-skirts, body
hugging short dresses. For the girls
of Kuwait, where wearing your hijab
and abaya is still commonplace,
trend-led modest fashion is now the
biggest rage.
Big name international brands are
most easily found in the fashion
stores here. AÏSHTI stocks the likes of
Gucci, Saint Laurent, Dior, Valentino,
Burberry, Chloé, among countless
others at a sprawling six-floor
boutique in Downtown Beirut.
Experiential Retail: Emilio Pucci unveils new bikini collection in Beirut
The company owns 36 single brand
stores in Lebanon, making it the
biggest in the country. They also have
stores in Bahrain, Abu Dhabi and
Jordan. But curating the collections
for each country requires a more
wholesome understanding of the
local market, explains Shamy, adding,
“I always pick classic colours for
Lebanon – black, white, navy blue,
grey, maybe dark reds. We are looking
for a simple dress that looks sexy
on woman.”
PUCCI Bikini Bar at AÏSHTI By The Sea
So while picking through a designer’s
collection for their stores in Kuwait or
Abu Dhabi, they will go for more fun
colours and the styles might become
more long hemmed, long sleeves and
just covered up in general.
Bright colours and innovative fabrics
in general are a major winner in
diffident Kuwait. Mazin Jawich of
United Global Original adds, “With
the hot and humid weathers in Kuwait
and Saudi, customers are always
looking for cool fabrics. They not
only want comfort and functionality,
but also need to look luxurious.”
The buyer will often pick up a style
or technique and ask designers to
recreate them in lighter materials.
Moncler's lavish standalone store interiors in Abu Dhabi
Luxury store Hera in Hawally, Kuwait
34 Apparel Online India | MARCH 1-15, 2018 | www.apparelresources.com
Barring some cultures like Lebanon,
fashion however still has a very
conservative bent and if you notice
closely, modesty has become a major
global fashion trend unto itself.