With its over-the-top extravagance, ultra-wealthy residents and burgeoning skyline, Saudi Arabia has played up the promise of better business tomorrow in courting international fashion consumers and brands alike.
Potentially, those figures of $23 billion and 100,000 jobs could be exceeded depending on how quickly all the other sectors grow in the country and what happens with its population. In what he described is a “green field sector,” Cakmak said there are entrepreneurs and independent brands that have developed some forms of structure, but most are still at a small scale.
Princess Noura bint Faisal Al Saud, sector development director addressing delegates at Fashion Futures 2019. Courtesy Photo Another initiative, the Saudi 100 Brands program is an open call for local brands and designers to ramp up their brand building. The effort is a reminder of the amount of talent already in the country’s fashion industry, Cakmak said. As is prevalent around the globe, many business owners and designers lack the abilities to grow their brands to the next level, whether that’s through merchandising, pricing, strategizing, targeting the right markets or determining the right supply chain, he added.
As for why such a unified fashion push hasn’t happened sooner and why there hasn’t been more exposure, Cakmak said creating government-level structures is important and the Ministry of Culture is relatively new. Previously, individuals were doing things on their own. The Fashion Commission — as well as the other sector-specific commissions like ones for Heritage, Film, Museums, Architecture and Design — have been established to formally help these sectors grow.
Agreeing that women are such a key part of the success of the project, Cakmak did not address how the treatment of women has been an ongoing issue within the country and outside of it. “I won’t be able to talk about the past. Based on my experience, I can tell you the Ministry of Culture’s employees are 50 percent female.…When I am engaging with the creatives, 50 percent are women-led. To be honest, they are some of the smartest, strongest women I have ever met.
Therefore, the next 12 months will be spent on “an in-depth review” of all the regulations that will be needed to enable and incentivize the full value chain of the fashion industry. Textiles, garment manufacturers, logistics, retailers, e-commerce, fashion communications, photography, media and other aspects that support the industry will be considered to develop new laws that will be recommended to all of the ministries to adopt.
This is thanks to the Saudi Vision 2030, which aims to diversify sources of income in Saudi Arabia
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