February 13, 2014
French couture house Chanel has announced plans to show its cruise 2014 collection in Dubai to mark the first showing for the brand in the Middle East.
This continues the tradition of Chanel trotting its smaller shows outside of Paris, which have taken the brand to Dallas, Singapore and Scotland. By taking its runway production to the Middle East, Chanel is proving the importance of the Middle Eastern affluent consumer.
"Dubai is a a rapidly growing luxury market with great wealth," said Marie Driscoll, CEO and chief consultant of Driscoll Advisors, New York. "Chanel is using a smart business strategy to go there directly.
"The market is hungry for luxury brands, and Chanel is catering to potential and existing clients by bringing its latest fashion to Dubai," she said. "The choice confirms the vibrancy of demand and the expectation that a deeper relationship can develop between Chanel and the people of Dubai."
Ms. Driscoll is not affiliated with Chanel, but agreed to comment as an industry expert.
Chanel did not respond by press deadline.
Change of scene
Chanel will hold its cruise runway show on May 13, with creative director Karl Lagerfeld in attendance.
In a branded statement, Bruno Pavlovsky, president of Chanel fashion, explained Chanel’s decision to show in Dubai, citing the fact that the city is a key hub for the brand’s business in the Middle East. He also mentioned that Dubai inspires travel appropriate for a cruise collection and meant to be worn on vacation.
Chanel has a presence in Dubai, with stores in three different locations in the United Arab Emirates city, with stores in the Mall of the Emirates, Dubai Mall and New Burjuman Center.
Chanel Little Black Jacket exhibit in Dubai
Dubai created the Dubai Design District, a creative hub for the region’s design community, in June.
Following that, His Highness Sheikh Mohammed bin Rashid Al Maktoum, ruler of Dubai, UAE vice president and prime minister, established the Design and Fashion Council by decree. The council’s purpose is to help grow the country’s fashion sector and plan and host events relating to fashion.
Most fashion brands choose to keep their pre-fall and resort collection runway shows low key, with many opting out of a show altogether, choosing instead to have a presentation. By having these traveling spectacles, Chanel is able to stand out from its competitors.
Traveling fashion
Chanel most recently traveled for a presentation in Dallas.
The brand screened its 30-minute documentary in Dallas’ Fair Park prior to its Métiers d’Art collection called “Paris-Dallas” to remind consumers of the connection between the fashion house and the United States.
Chanel's film, “The Return,” focuses on its eponymous founder’s return to fashion following World War II, and depicts the media attention that Chanel’s comeback line received from the U.S. press. By screening the film in the U.S., Chanel was able to celebrate and build on the connection it has with American media, retailers and consumers (see story).
Other luxury brands are growing their presence in the United Arab Emirates, opening boutiques in the country to cater to its affluent population.
Kering-owned Saint Laurent Paris’ planned for a new flagship store in United Arab Emirates capital Abu Dhabi helped the French fashion house strengthen customer relationships in a market with concentrated wealth.
Thanks to China’s luxury consumption boom and other BRIC markets, fashion marketers are thinking globally in their retail strategy and tapping new markets. One area of the world that should not be ignored is the United Arab Emirates, which boasts prosperous cities and young, wealthy shoppers (see story).
This runway show is a way for Chanel to create stronger ties with the Middle East.
"The positive impact of the show is the real relationships that develop the emotional connections that are created and that are important for a brand's relevance over the long term," Ms. Driscoll said.
"Chanel will be remembered for being a first mover, which should garner customer loyalty, [which is] what all luxury brands desire," she said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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