Capsule collections dedicated to the month of Ramadan to seduce Middle Eastern customers

On April 2nd, the holy month of Ramadan began for Muslims around the world. Some shoppers are taking advantage of the evenings that mark the end of the fast to dedicate themselves to high-end e-shopping. If the market in Saudi Arabia, Kuwait, Qatar and the Emirates has been strongly impacted by the Covid pandemic with an overall drop of more than 1.3 billion euros in 2020 (whereas in the period preceding the pandemic, in 2019, this same market reached almost 9 billion euros), the luxury sector is recovering with each passing month. In 2021, it recorded a turnover of almost 12 billion euros.

Stella McCartney a ainsi proposé sa collection Crystal Exclusives. Elle inclut notamment deux pièces phare: un mini sac à porter en bandoulière - l’iconique Falabella shoulder bag - et des mules incrustées de cristaux aux tons dorés. L’italienne Etro a aussi misé sur ce mois avec une nouvelle collection capsule Arabesque Paisley. Les pièces proposées sont fluides et aériennes, la soie étant le leitmotiv de cette ligne. Les broderies reprennent les motifs cachemire de la maison; les tuniques et les chemisiers s’inspirent du désert en puisant dans les tons sable et rose.

Not to be forgotten is Louis Vuitton, with its Capsule Ramadan edition, which this year includes for the first time a women's ready-to-wear line, in addition to the usual collections of bags and shoes specially released for Ramadan. The capsule collection is available exclusively in Louis Vuitton shops in the Middle East.

For the sixth time, Tommy Hilfiger is paying tribute to the Muslim holy month. The collection is called The Oasis and features a series of chic, feminine dresses in lightweight poplin fabrics marked by a delicate, pastel palette. The pieces, maxi dresses with fluid lines, follow the codes of modest fashion that have significantly influenced the world of catwalks in recent years.

The Middle East is considered an extremely important pole for the hard luxury segment, alongside China.

Despite the crisis linked to the pandemic and the omnipresent geopolitical problems in the region (scarcity of fossil resources and the conflict in Yemen), spending in the luxury segment - particularly on watches and fine jewellery - remains high compared to the rest of the world, with a constant difference of 10 or 20 percentage points.