Snap Inc., in partnership with the Business of Fashion, has unveiled a new strategic report titled “Building Brand Resonance With Gulf Consumers” at the Shop Talk Luxe event in Abu Dhabi. The report offers critical insights into the evolution of the fashion and beauty industry across the Gulf Cooperation Council (GCC), highlighting the intersection of cultural narratives, community-building, and digital innovation in one of the world’s most dynamic consumer markets.
Hussein Freijeh, Vice President for Snap Inc. MENA & APAC, commented, “The GCC is at the forefront of digital innovation, and Snapchat is proud to be a vital part of its transformation. As consumer expectations continue to evolve – brands will need to find ways to reach and engage the next generation of consumers. We’re excited to partner with the Business of Fashion to share insights on how fashion and beauty brands can engage the next generation of luxury consumers.”
The New GCC Consumer
The report underscores significant demographic shifts shaping new attitudes toward luxury goods. With 60% of the region’s population under the age of 30, a youthful and digitally fluent consumer base is emerging. This is complemented by major social changes, such as the 64% increase in women’s workforce participation in Saudi Arabia between 2018 and 2020, creating new purchasing power and consumer priorities.
AR Reshaping Regional Retail
A key finding is the powerful role of Augmented Reality (AR) in bridging the gap between digital innovation and physical commerce. The GCC is a leading region for the adoption of virtual try-on experiences, with 70% of Snapchatters globally already using AR on the platform. The report cites examples like Gucci’s sneaker try-ons and Dior’s regionally inspired lenses as new frontiers for consumer engagement and participation, blending technology with heritage.
Community And Culture Drive Loyalty
Today’s Gulf consumers value brands that cultivate a sense of community. The report reveals that 77% of Snapchat users in the GCC share products or recommend brands to friends and family, making social platforms a powerful engine for word-of-mouth marketing. Brands that successfully tap into the region’s cultural rhythm—through Ramadan activations, National Day celebrations, or heritage-driven collaborations—are best positioned to win long-term loyalty by combining authentic storytelling with cutting-edge technology.
About Snap Inc.
Snap is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. Snap contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and it’s AR glasses, Spectacles.
About the Business of Fashion
The Business of Fashion is the leading global media authority on the creative, commercial, and cultural aspects of the fashion industry. Known for its agenda-setting insight and analysis, BoF equips industry professionals with the intelligence and tools they need to thrive in an ever-evolving global marketplace.
Source: Zawya
