Saudi 100 Brands programme to back global ambitions of domestic brands

17 Jun '21

2 min read

Pic: Shutterstock

Saudi Arabia’s Fashion Commission recently announced the launch of the Saudi 100 Brands programme, which offers a one-year brand development initiative with training and mentoring, individual and group consultancy and advisory sessions, and virtual and in-person workshops to boost competitive business advantage for Saudi brands in the global fashion industry.

The programme covers a range of topics, including branding, conceptualisation, sales performance strategy, public relations and marketing, client identification, innovation and technology, and key leadership skills.

It will support the business development of 100 Saudi designers and luxury brands in the fashion world, helping to deliver Saudi products with international competitive business advantage.

Aimed at Saudi fashion designers and brands seeking to take their businesses to the next level, participants in the programme will learn from an international team of experts with experience from leading fashion houses, including LVMH, Kering, Valentino Fashion Group, Chanel, Bulgari and Swarovski. They will also gain educational experience from Central St Martins, Royal College of Art, Yale and Parsons, an official press release said.

The programme will also offer consumer-directed activities aimed at encouraging sales in the domestic market, the first of which will be held in Riyadh in December 2021, with e-sales outlets and a wholesale campaign to stimulate international sales both set to launch in early 2022.

To achieve these targets, the Fashion Commission is partnering with Vogue Arabia and regional retailers. Vogue Arabia will not only provide media amplification, but also insights to help fashion brands approach editorial and use social media to best effect.

Regional retailers will also participate in virtual conferences, provide professional training and will also offer dedicated in-store space for exclusive Ramadan pop-up initiatives in March 2022. Through the acquisition of some of the Saudi 100 Brands products, retailers will play a key role in supporting wholesale resort campaign sales across major fashion cities.

Fibre2Fashion News Desk (DS)