Stephanie Medlege, Business Director, PHD MENA.For years, the Middle East was viewed as the growth engine for the luxury marketing landscape. It was a region where global brands could expand quickly, invest in high-visibility retail spaces and rely on aspiration-driven marketing to build demand. That model made sense at the time.
But the market has evolved quickly, and consumer behaviour has changed even faster.
Today, the region is far more mature, sophisticated and influential than it is often given credit for. Consumers across the Middle East and North Africa (MENA) region are well travelled, digitally connected and deeply engaged with global fashion, beauty, hospitality and lifestyle trends.
They have access to the s
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