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posted on Nov. 14, 2024 at 11:00 amNov 14, 2024

Less than 15 per cent of local luxury buyers feel represented in ads

posted on Nov. 14, 2024 at 11:00 amNov 14, 2024

At its inaugural 'Crafted for Luxury' event in Dubai, Snapchat highlighted findings of a cultural disconnect, calling for brands to better engage local audiences by embracing the unique identities and traditions of each GCC country.

Less than 15 per cent of local luxury buyers feel represented in current advertising and 73 per cent of luxury consumers in the region believe brands should better reflect the society they live in, according to insights shared during the latest ‘Crafted for Luxury’ event hosted by Snapchat in Dubai.

Followed in the footsteps of luxury capitals Paris, Milan and Geneva, Snapchat hosted its first ‘Crafted for Luxury’ event in Dubai, collaborating with The Business of Fashion (BoF) who brought their expertise to the UAE for the first time. The event explored the rapid growth of the luxury market in the region, with GCC locals leading the way.

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Tags:Advertising Business of Fashion Chalhoub Group consumer sentiment Crafted for Luxury customer feedback GCC locals influence inner circles L'Oréal Middle East localisation locals luxury market luxury shoppers LVMH Miglena Zivkovic Olfa Messaoudi Ramit Harisinghani representation in advertising Snap

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.