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Ramadan has become a significant event in the fashion world, with many global luxury brands now offering modestwear capsule collections to mark the occasion. But as the holy month’s timings shift earlier each year, brands are having to adjust.
This year, Ramadan is expected to start on 10 March. Pre-Ramadan shopping, which typically begins a month ahead, therefore kicked off in early February this year. This timing — coming so close to the January sales and overlapping with Valentine’s Day — has caught some global brands off guard. “Ramadan closely following Christmas, New Year’s Eve and Valentine’s presents a unique challenge for brands in terms of preparation time,” says Grace Khoury, senior vice president of fashion management at Dubai-based retail and distribution company Chalhoub Group.
The start of Ramadan fluctuates because the Islamic calendar is lunar; each month begins with the sighting of the new crescent moon. The lunar year is shorter than the solar year, so Ramadan starts 10 to 11 days earlier each time — forcing adjustments in the fashion cycle around marketing and collection planning, says Khoury.
“It feels like everything has been rushed this year — in terms of planning for events, too many occasions have clashed. This first quarter has been exhausting,” says luxury consultant Rosemin Opgenhaffen, who has worked with Burberry and Bottega Veneta on events. She suggests that brands start their Ramadan events earlier instead of rushing to do them two weeks before it starts. “They will get more traction if they plan better next year and space events. Most Arabs actually start shopping months in advance.”
Experts point out that Ramadan’s earlier timing also brings opportunities. The pleasant weather in February, especially in Dubai, allows for outdoor events, which several brands have capitalised on this year. Michael Kors, for example, has taken over the 305 Beach Club in Palm Jumeirah, offering clients a relaxing experience amid brand-inspired interiors, a dedicated menu and the opportunity to shop the new collection.
“Brands are seizing the splendid weather to host outdoor luxury experiences, blending the joy of upcoming Ramadan with the allure of the season,” says David Balfour, co-founder of Dubai-based creative experience agency Lightblue, which has organised events for luxury brands such as Tom Ford, Breitling, Vacheron Constantin, Christian Louboutin and Chloé. “Think open-air branded activations under starlit skies, light shows or elegant garden soirées showcasing Ramadan collections, all designed to captivate and engage in the spirit of the season.”
“There has been a noticeable increase in brands hosting outdoor events in anticipation of the Ramadan period,” agrees Samara Punjabi, CEO of Dubai-based company Times Square, operator of brands such as Manolo Blahnik and Judith Leiber, as well as Temperley London (in which it acquired a majority stake last year). This has affected how women shop, as they need a wider wardrobe, Punjabi adds.
To make the most of the Ramadan season, brands should lean into the better weather and fine-tune their edits to create meaningful connections with Arab consumers and continue to drive sales, experts say.
Making the most of Ramadan
Even if brands have not managed to capitalise on the pre-season, there is still the whole month of Ramadan to come, followed by the Eid celebration.
The Gulf region is known for its high spend on luxury items, and retail experts estimate that 20 to 30 per cent of annual sales in the region are made during the Ramadan period. It is a time when Muslims worldwide practice fasting, patience, self-discipline, worship and gratitude; it’s also a time of celebrating togetherness. The breaking of the fast (iftar) and the meal taken before sunrise (suhoor), in particular, tend to be a time of gatherings for which people dress up. “Iftars serve as an excellent opportunity for brands to unite the community and commemorate the holy month of Ramadan in a spirit of togetherness and celebration,” says Punjabi.
“Hosting iftars and suhoors is becoming a cherished practice, offering a blend of cultural fidelity and luxury,” echoes Balfour. “These gatherings are more than just meals; they’re an effective way to nurture relationships and showcase a brand’s commitment to cultural traditions. Done right, they can transform customers into brand advocates, celebrating the communal spirit of Ramadan in style.”
Indeed, experts agree that there is still ample opportunity for global luxury brands to further tap into Ramadan spend by creating an authentic emotional connection with consumers.
“Consumers seek value beyond the product itself,” says Khoury. “It’s about creating a sense of belonging and engagement with the brand beyond the release of special collections.” She points to Stella McCartney’s Rose capsule collection, which honours the significance of the rose in Islam. Collaborations with regional influencers are another tool for brands, such as Carolina Herrera’s Ramadan campaign starring Lebanese model Jessica Kahawaty.
Italian brand Max Mara hosted a preview of its Ramadan limited-edition capsule over five days at Dubai’s Majlis Ghorfat Umm Al Sheif, a heritage site dating back to the 1950s. Guests could create their own custom-made perfumes inspired by the floral prints used in the collection. “These exclusive product launches contribute to establishing genuine and meaningful connections with local customers, which to us is very important,” says global brand ambassador Maria Giulia Maramotti (granddaughter of Max Mara founder Achille Maramotti).
Luxury e-tailer Matches has been curating a Ramadan edit for over six years now and finds the demand for it becoming stronger each year. It features maxi dresses, coordinating separates, kaftans, jumpsuits, accessories, fine jewellery and homeware. This year, Matches worked with independent fashion label Taller Mamo to create some exclusive pieces. “Our customer wants to discover pieces they might not be able to find elsewhere,” says Liane Wiggins, head of womenswear.
One suggestion Khoury has for fashion brands is to include the large expatriate population in their activations, too. “We must remember that the Middle East is home to expats from all over the world, and they would love to learn about local traditions. An interactive session with a fashion stylist, for example, would help our customers to understand the history of traditional attire and how to style outfits for different Ramadan events to remain respectful to local customs.”
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