Image: Getty Images
Snap Inc., in partnership with The Business of Fashion, has unveiled a new industry report titled Building Brand Resonance With Gulf Consumers, offering fresh insight into how fashion and beauty brands can connect more effectively with consumers across the Gulf Cooperation Council (GCC). The report was launched at Shop Talk Luxe in Abu Dhabi.
The study examines how the GCC’s fashion and beauty landscape is being reshaped by the convergence of evolving cultural narratives, community-driven engagement, and digital innovation. It highlights the growing role of augmented reality (AR) and culturally attuned digital experiences in redefining how brands engage with one of the world’s fastest-growing and most digitally fluent consumer markets.
Set against the backdrop of the Gulf’s rapid economic diversification and digital transformation, the report outlines the characteristics of a new generation of luxury consumers who are youthful, highly connected, and deeply rooted in culture and community. It argues that brands seeking long-term relevance in the region must recalibrate their strategies by blending technology, storytelling, and immersive digital experiences to engage audiences across the GCC.
Hussein Freijeh, vice president for Snap Inc. MENA & APAC, said: “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. Snapchatters in MENA are turning to Snapchat to shop, discover and learn about fashion and beauty products – from augmented reality powered virtual try-ons to brand partnerships with culturally relevant creators that help brands reach and engage consumers. Brands that win will understand how to blend commerce and technology into meaningful experiences both online and offline.”
Key insights from the report include a detailed look at shifting consumer dynamics across the GCC. Demographic changes are playing a central role, including increased female participation in the workforce in Saudi Arabia, which rose by 64 per cent between 2018 and 2020, alongside a predominantly young population, with 60% of people in the region under the age of 30. These trends are reshaping perceptions of luxury, aspiration, and brand engagement.
Read: Dubai Fashion Week: What you need to know about the event
The report also highlights the growing importance of community-building as a driver of brand value. Consumers increasingly expect brands to move beyond transactional relationships and create spaces for interaction, trust, and shared experiences. According to the findings, 77 per cent of Snapchat users in the GCC share products or recommend brands to friends and family, reinforcing the platform’s strength as a channel for word-of-mouth influence.
Another key theme is the blending of digital and physical retail experiences. With 70 per cent of Snapchat users globally engaging with AR on the platform, the GCC has emerged as a leading market for virtual try-on experiences. Examples cited include AR lenses such as Gucci’s sneaker try-ons and Dior’s regionally inspired activations, which allow consumers to engage with products in immersive and culturally relevant ways.
Cultural storytelling is also identified as a critical differentiator for brands in the region. The report highlights how AR-led Ramadan campaigns, National Day activations, and heritage-driven collaborations can help brands align with the cultural rhythm of the Gulf while leveraging advanced technologies to build deeper emotional connections and long-term loyalty.
The report was launched alongside an exclusive panel discussion at Shop Talk Luxe, featuring industry leaders and digital innovation experts who explored how AR is opening new avenues for storytelling, engagement, and commerce in the GCC luxury market.
The collaboration between Snap Inc. and The Business of Fashion reflects the rapid evolution of a young, sophisticated, and digitally native consumer base across the Gulf. It also aligns with national vision agendas across the region, which prioritise cultural heritage, social mobility, and advanced digital infrastructure as foundations for future economic growth. By focusing on themes such as personalisation, authenticity, and technology integration, the report provides actionable insights for brands navigating an increasingly competitive and community-led luxury ecosystem.
The full report is available for download here.
link
