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Consumer archetypes in the Middle East luxury sector revealed at arab luxury world 2014

: Monday, June 02 - 2014 @ 18:04

By Nadine Sayegh

There are three distinct categories of consumers that are defined based on factors such as influencers, motivators and behaviours, says Nadine Touma Gammage, head of market and consumer intelligence at the Chalhoub Group, who spoke at the inaugural arab luxury world conference today (Monday, June 2).

The Gazelle

The fashionable gazelle, in accordance with the Arabic perception of the animal, is graceful and beautiful, as well as swift and agile. This consumer profile is defined according to the description of its animal counterpart. According to Gammage, the gazelle is a consumer that is involved in creating his or her own style, which is done by looking to the western world for fashion inspirations. In addition, the gazelle is very active on social media, looking at blogs to find out latest ‘it’ looks.

The Horse

The horse archetype is, once again, based on the traditional view and symbolism of the animal in the region. Gammage says: “The horse is a sign of privilege, a title of glory. It is said that, in the old days, Bedouins congratulated each other on three occasions: when a son was born, when a new poet emerged and when a horse was born.”

As a consumer, the horse carries out exclusive purchases, is drawn to iconic brands that stand out. Such consumers are also avid fans of praise from their peers and look to regional celebrities for style ideas.

The Falcon/Hawk

“The falcon is a symbol for peace of mind and is referred to, in the Holy Quran, as a righteous soul returning to its creator,” explains Gammage.

The hedonistic hawk is a consumer that values experience over brands and is more likely to purchase objects that they believe to be valuable over the latest trend.  They are more likely to have a hobby or a passion that drives their purchases and look to peers with similar interests for recommendations.

While these archetypes are all different, Gammage points out all of their similarities. Comfort and convenience is an important factor that consumers consider when contemplating a purchase. In addition, a targeted offer that is geared towards the region with the possibility of customization is something that they have shown to appreciate.

Finally, Gammage concludes, it is important to educate sales teams to offer useful services, rather than probe customers into purchasing a product they don’t necessarily want.

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Monday, June 2- 2014 @ 18:04 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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