Empowering Saudi fashion creators
The revenue from the Saudi fashion segment is projected at $394 million in 2020, estimates Statista. Apparel is the largest segment with a market volume of $216 million in 2020. Within clothing, modest fashion is seeing considerable demand. Case in point: several global fashion brands – from Dolce & Gabbana to Nike – are developing modest fashion lines as part of their collections. And many local Saudi designers are excelling at modest fashion creations.
“There are several local Saudi fashion designers whose creations fall within the modest fashion segment,” confirms Ghadi Ali, CEO, Saudi International Fashion Council (SIFC). “Their creations match our lifestyle, identity, culture while being convenient, high-quality and modest. These local Saudi designers always think of creating something unique during Ramadan that matches the spirit of the occasion. Interestingly, I have also noticed that many of my global clients are seeking inspiration
from the local Saudi culture and elements that our local designers use.”
A few worlds on SIFC, which is the first-of-its-kind fashion council in Saudi Arabia, built to create a community for creative designers to leverage opportunities emanating from the fast-growing Saudi fashion industry, while gaining international exposure.
Over the last decade, the local Saudi fashion landscape has evolved immensely, Ali observes. “Today a ‘made in Saudi’ garment is produced
in the Kingdom – right from material sourcing to production and making it available to the consumers in the local market and beyond. The end-to-end process takes place in Saudi Arabia.”
“This also helps in creating a connection between the local designer and the consumers, which didn’t exist earlier. The supply chain has become more efficient, owing to the proximity between production and the point of sale,” she adds.
It is of crucial importance, especially in today’s scenario wherein disruption caused by non-supply of raw materials, travel restrictions and quarantined workers, are affecting big businesses around the world.
The need of the hour is to build self-sufficiency to last longer, and sustainably.
Moving back to creativity, Ali feels, “Today, Saudi designers can express their uniqueness in several ways – they can print their designs – which are sometimes related to the local culture – on locally sourced cotton fabric. These add the much-required unique touches to their designs.”
The local Saudi fashion industry has indeed come a long way. Five years ago, it was not so commonplace to find local Saudi designers, but now there are hundreds of designers doing a great job across the Kingdom. They are all over social media, popularising their creations.
“Also, e-commerce has improved access to these designers, who can present their collections online. From an investment standpoint, creating an e-commerce presence is easier for local designers who predominately run start-up businesses. Once they start seeing traction, they are more confident to spread their wings and develop a brick-and-mortar presence. While some decide to set up their own physical retail touchpoints, others have the option to partner with more prominent retailers,” Ali points out.
She highlights some collaborations facilitated by SIFC, between Al Tayar Group’s online platform Ounass and home-grown Saudi brand Johar Abaya as well as a global fashion brand’s entry into the Kingdom through space at Harvey Nichols, Riyadh. Harvey Nichols also offers space to local Saudi designers, such as
Aseel Alzamil, and supports them with campaigns around their collection launch.
“In 2016, I launched the digital platform luxurydes.sa – Luxury Destination – to help global fashion brands gain exposure in Saudi and other GCC markets. During the next few years, I realised that there is a gap between the local Saudi designers and global marketplaces. This understanding led to the formation of the SIFC in 2019 to act as a bridge between local fashion talents and global markets, while also assisting Saudi designers in showcasing their creations at international fashion shows. For example, last year, we signed a contract with the Torino Fashion Week to promote local Saudi designers on their platform. As the show focuses on emerging fashion designers, we wanted to promote some of the local Saudi designers at the Torino Fashion Week, which now might get rescheduled owing to the COVID-19 crisis. Similarly, we are open to collaborating with any regional fashion councils too,”
Ali elaborates.
When asked about the revenue model followed by SIFC, Ali says that only consultancy is chargeable.
“We use our knowledge and resources to one hand suggest the best business model for the local designers and on the other hand the right platform for global fashion brands to maximise brand awareness in the GCC.”
Ali also touches upon challenges for local designers to build awareness. “When I started a decade ago, it was hard for a female entrepreneur to find the ideal opportunities in
Saudi Arabia. Entrepreneurship was also not as well understood and appreciated as it is now. Today, it is much different with several avenues to leverage on – such as social media, e-commerce platforms alongside brick-and-mortar.”
In summation, she shares how SIFC is reacting to the current situation and supporting the local Saudi designers digitally. “This week we plan to launch a new podcast series. We will invite some of the most inspiring people from different industries – such as fashion, business, social media – to create great content that will help start-ups and inspire entrepreneurs.” ■