THE LUXURIOUS CRUCIBLE
For over 10 years, NK Luxury Consultancy has been at the forefront of fashion, cosmetics and lifestyle branding across the Middle Eastern market, nurturing talents of all sorts to achieve greatness.
Narimane Kurdi is the Managing Director of NK Luxury Consultancy. A French/lebanese national and born in the UAE, she brings together more than a decade of valuable advertising, brand and media experience. This diversity of background and range of experiences have enabled her to implement diverse brand and strategy development initiatives with world-leading multinational labels. Her extensive familiarity with international influencers and trendsetters in fashion, jewelry, art, cosmetics and lifestyle makes her adept at negotiating strategic partnerships with brands and retailers. She associates with prestigious names such as key brands in the Kering group: Alexander Mcqueen, Armani, Bottega Veneta, Saint Laurent, Balenciaga, Jimmy Choo and Stella Mccartney. As a brand advocate, Narimane was selected by international brands such as Cartier and Christian Louboutin to be featured in fashion campaigns in Emirates Woman and Harper’s Bazaar. As a mentor and regional supporter of emerging talent, she is often selected as fashion influencer for photo shoots for publications such as Grazia Middle East, Style.com/arabia and Emirates Woman. Often dressed by regional retailers such as Boutique 1, Galeries Lafayette, S*auce and the cartel. Narimane was also featured in a weekly column for OK! Middle East on luxury trends and has reviewed Paris Fashion Week and New York Fashion Week in Gheir.com. A distinguished presenter, Narimane gives keynote speeches on market insights and luxury branding through collaborations with French, Swedish, Spanish and Australian councils. What is NK Luxury Consultancy & Services about? NK Luxury Consultancy (NKLC) is a boutique consulting house based in Dubai Design District dedicated to helping established international luxury lifestyle brands create presence in Dubai and the GCC. NKLC advises companies on their long-term brand strategy, developing near-term tactical planning for execution across communications, products and retail touch points. As part of our ongoing commitment to the industry, NKLC established a mentorship program dedicated to supporting emerging brands grow from a product into a business. How do you differ from other agencies? What can you tell us about your unique approach to brand-building? The ‘brand’ must be a soul mate. The most effective brands capture your attention with their look, win you over with their unique personality, impress you with their heritage and breeding, get under your skin with their magnetism, work their way to your heart with their warmth and seal your loyalty with theirs. Creating a successful and enduring luxury brand is about forging a deep emotional bond with the consumer. The luxury brand must aim to become a soul mate. When you have a one-to-one relationship, you don’t need to ‘brand’ yourself, you already exist in the mind and hopefully, heart of the other. You are unique to your client and your client is unique to you. The luxury brand story is more about the artist, their creative universe, their beliefs and values, as well as perhaps technique, materials and all the emotional touch-points that the work may evoke. Luxury brands need to recognize that they have to engage with consumers on a more personal, emotional, as well as functional level, in order to succeed in today’s marketplace, because sooner or later, they will move on and leave your brand behind. As with human relationships, you need to build shared experiences with the other, over time. It’s about building stories, not telling stories. Who are some of your clients? We work with emerging and established international fashion and consumer luxury brands, designers, retailers, art associations and luxury associations.
hotography trongman arah osh N F & S avid D y b P