Austrade-Dubai
Trade Tips
Austrade Dubai business development manager Milica Duric offers exporters the low-down on the Dubai market and AusStyle 2007.
What you need to know
Dubai is increasingly developing an international profile as the shopping Mecca of the Middle East, with more retail space per consumer than almost anywhere else in the world. Dubai residents also enjoy a tax-free environment and high per capita income - resulting in significant purchasing power.
What's more, Dubai is now a hot-spot for tourism, with a high proportion of Europeans, Russians and other Arab nationals choosing Dubai as a holiday and shopping destination.
The local retail scene is still rapidly developing, with the UAE government continuing to launch new and exciting destinations for shoppers. According to the UK-based consultancy Retail International, retail activities in shopping centres will contribute around 50 per cent to Dubai's GDP by 2009. The largest Harvey Nichols store recently opened its doors in the desert principality with Saks Fifth Avenue firmly planted in the market, and the first international Barney's outlet will open in the near future.
Dubai is also a highly brand-orientated market and customers are willing to pay for well-known labels. Many exclusive and prestigious brands are already available, and opportunity exists for new, high-level fashion labels for the sophisticated Dubai consumer wishing to expand their fashion palette.
The UAE is also a very competitive market for new entrants, but with similarities in climate, the ability of Australian designers to use fabrics in a clever way (and achieve attractive price points with uncompromised quality), retailers are starting to embrace the potential of Aussie brands.
Business opportunities
Recognising the many opportunities that exist for Australian labels and designers in the region, Austrade has launched new initiatives to promote Australian fashion. The third annual AusStyle in Dubai in 2007 (4 November 2007), will continue to strengthen the image and reputation of Australian fashion brands in the Middle East.
The main objective of AusStyle is to expose innovative and successful Australian labels to the Middle East and introduce them to selected buyers, agents and media from the United Arab Emirates (UAE) and surrounding regions.
Last year Australian designers Jacqui Alexander, Yeojin Bae, Camilla Franks, Madame Marie, Hussy, and Spencer & Rutherford showcased their designs through the event and made sales with buyers such as Harvey Nichols, Saks Fifth Avenue and other Dubai boutiques.
Some of these labels have managed to extend their reach to the surrounding regions and beyond, such as designer Jacqui Alexander, the youngest participant at AusStyle last year. She recently enjoyed London success and became the darling of Melbourne's recent fashion week, with her AusStyle Dubai profile helping provide a launch pad to international interest.
Austrade is seeking to assist labels that are innovative, use fabrics appropriate for the Dubai climate and have what it takes to do business in the region. With many Australian labels relatively unknown to Dubai shoppers, it's a clean slate when coming here - although international success certainly does help with a 'labels obsessed' Dubai consumer.
This year, with 10 designers on showcase over the four-day event in Dubai, representatives will attend buyer meetings, a launch cocktail party, fashion show and press related activates. Austrade is looking to attract men's ready-to-wear for AusStyle 2008, as well as extend the program to similar consumer markets such as Saudi Arabia, Qatar, Oman and Jordan.
By Milica Duric