Where are the Arab brands?

Something interesting is happening in the Middle East. It has nothing to do with religious extremism or the price of oil. Arab nations are regaining the confidence and pride that they lost nearly 2 centuries ago.

Leaders from certain parts of the region have an ambition and economic vision, which, although seemingly farfetched, is becoming increasingly credible. At the most basic level, it is reflected in their creation of  the biggest shopping mall or the tallest building or even a ski slope in a dessert. It is all too easy to dismiss such exuberance by calling the region Las Vegas or Disneyland for adults, but that is to miss the point. And the point is that a new economic power is emerging.

Western companies have not been slow to see the potential. Most international professional services and hotel brands have a presence in the Middle East. Some of the biggest European and North American fashion retailers have franchised their brands in the region.

Saks Fifth Avenue, Banana Republic, Club Monaco and Forever 21 have opened stores in Dubai before hitting European high streets. Similarly, Harvey Nichols, Topshop and Debenhams are present in Riyadh before they opened anywhere in America. And this is not simply a retail phenomenon. The same is true for cafes and restaurants like Johnny Rocket’s, The Blue Elephant, Paul, Costa and Marble Slab.

Malls are being built across the Middle East. But from Cairo to Dubai to Damascus, very few international Arab brands are visible. Yes, Damas, Patchi and Bateel have small outlets in London but, presumably, they cater to Arab expats and tourists? The sad truth is that there are few Arab brands to match the region’s economic power and wealth. Emirates Group or Al Jazeera are rare exceptions to the rule.

The combination of massive wealth, new confidence and a vibrant art scene in the Emirates and Lebanon creates an interesting opportunity for brands in the Middle East. Not simply for copycat Western or Aladdin pastiche brands but for strong, authentic Arab ones. Lets hope we soon see some genuine, world class, modern, Arab brands.

2 January 2008, posted by Zia Patel