Mon, 21 Jul 2008 10:13

Over the last decade in Saudi Arabia, there has been a steady increase in the market share of branded apparel owing to changes in consumer tastes and merging trends in global fashion.Saudi consumers have shown increasing sophistication and have demonstrated brand awareness and brand loyalty in carefully watching for new products from their preferred brands says a report by Global Investment House.The increase in the region is attributed to the growth in the young population and their purchasing power which is generated by economic stability.Evidence has been measured by the growth in the number of fashion retailers in the region who are taking up a great deal of square feet in the giant shopping malls that are catering for the rise in demand of the more fashion conscious consumers.Western styles are seen as increasingly desirable and, among women, western dress is commonly worn underneath the traditional abaya.In fact, western dress has been adopted by the younger Saudi generation outside of school and the trend continues as non-Saudi adults are also adopting the western dress code.