Menswear labels looking to penetrate the Saudi market should note the preference for plush materials and roomy designs. This insight comes from the CEO of Mytheresa, Michael Kliger, who shared his observations at the WWD Global Fashion Summit held in Riyadh.
Kliger painted a picture of the Saudi clientele as cosmopolitan, fashion-savvy, and used to lofty standards of service. He emphasized their appetite for the latest and most distinctive fashion offerings, particularly for significant events, which are frequent in the region.
You want to be sure you have some unique pieces,
Kliger mentioned during his discussion, pointing to the bustling social scene and cultural practices that shape local consumer habits and preferences.
The Saudi market is also characterized by its keenness on trends and new designers, largely due to a strong presence on social media and widespread use of digital devices.
Kliger noted, A designer in Colombia can become a hit here, a designer from Lebanon can become a hit here.
He highlighted that while the top brands are consistent worldwide, their popularity may vary regionally.
Mytheresa has been active in Saudi Arabia, enlisting clients as brand ambassadors and leveraging word-of-mouth for marketing, a strategy that has been effective in establishing their reputation in the region.
In light of the recent challenges faced by luxury e-commerce platforms, Kliger remains optimistic about the industry, attributing its existence to consumer demand for a convenient and inspiring shopping experience.
Yet, he also acknowledges the potential threat posed by innovative startups that could disrupt the market in the future. Kliger advises his team to focus less on known competitors and more on the unforeseen challengers that could emerge.
Understanding and responding to customer feedback is crucial, according to Kliger, who advocates for the importance of emotional engagement in luxury retail. He believes that the digital realm has the ability to inspire, but also recognizes the limitations of online interactions.
For this reason, Mytheresa, along with its brand partners, organizes exclusive destination events that have proven successful in boosting sales and nurturing emotional connections with clients. One such event took place at Brunello Cucinelli’s headquarters in Italy, creating memorable experiences for VIP customers.
Regarding Mytheresa’s expansion into new product categories like home goods and jewelry, Kliger explains that such moves are driven by customer needs rather than revenue targets. He looks forward to future fashion shows, such as Valentino’s collection by Alessandro Michele and Chloé’s showcase under Chemena Kamali, as opportunities to bring fresh ideas and generate excitement among consumers.