RIYADH: Global industry experts discussed at an event on Thursday how regional and global shoppers are trading fast fashion for more purposeful wardrobes as Saudi Arabia also pivots toward a more conscious conversation around fashion consumption.
The discussion, spearheaded by Vogue Business in partnership with the UK’s Department for International Trade and Saudi’s Fashion Commission, was held under the theme “Transformation and consciousness: Shaping the future of luxury.”
“When you look at how the Fashion Commission is building the new fashion ecosystem in the country, it’s looking at every aspect of the value chain to ensure that elements of sustainability are embedded in each step,” Burak Cakmak, CEO of the Ministry of Culture’s Fashion Commission, told Arab News.
A panel of industry leaders came together on Thursday for Vogue Business' "Luxury’s digital transformation in Saudi Arabia and beyond" discussion, as part of a wider conversation about the importance of conscious consumption. (AN photo by Abdulaziz Alarifi)
As part of the Kingdom’s Vision 2030 reform plan to induct sustainable actions in all sectors, efforts to understand circular consumption and support local talents are on the rise.
“We are now building our legacy,” said Rae Joseph, fashion entrepreneur, industry consultant and founder of the vintage fashion house 1954. “(Saudis) have always been conscious consumers…We have a concept of ‘ihsan’ in our religion, which is to do good and contribute to where you are.”
Her own interpretation of conscious fashion in the Saudi context is defined by mindful consumption in sustainable ways.
'We are now building our legacy,' said Rae Joseph, fashion entrepreneur, industry consultant, and founder of the vintage fashion house 1954. (AN photo by Abdulaziz Alarifi)
The past few years have demonstrated a social awakening globally in terms of mass production, uncovering underlying issues such as labor law violations, unethical material sourcing and environmental infringement.
Consciousness in fashion can be defined in many ways, depending on the values of each individual, and can range from respecting culture and traditions to prioritizing working conditions and innovating production and consumption methods.
The influx of digital resources and evolving technologies is also paving the way for younger generations to create awareness and design solutions around conscious consumerism.
The digitally savvy Saudi population is creating a pliable environment to lead in sustainable practices in the fashion sector, from materials to manufacturing, retail and brand-building.
The Fashion Commission has worked to establish a research center focused on constructing new sustainable materials, while also developing an advanced manufacturing space in Riyadh that will allow access to high-quality production methods using the right materials and processes to serve a local population and diminish import emissions.
The commission will utilize the latest technologies, allowing for innovative techniques such as digital rendering, 3D designs and digital pattern-making to directly reduce environmental and assembly impact within the fashion industry.
“When it comes to brands, we are encouraging them to understand their consumer needs, produce only what’s needed, and create new ways of engaging with them so there’s an optimization of inventory management,” Cakmak said.
From a consumer’s end, the commission is continuing to embed conscious behaviors, launching initiatives that promote sustainable practices, such as the Global Fashion Exchange Fashion Swap last December, in order to raise awareness among buyers on the importance of longevity and reuse of goods in the market.
“In last year’s Swap Shop, we had over 5,500 items that were brought for swapping, and 60 percent of them have been exchanged between customers…(while) 40 percent of them have been donated to a charity,” Cakmak said.
Artificial intelligence and new technologies play a crucial role in conscious consumption, experts said at the event. In order for brands to innovate their storytelling concepts, stepping into the Web3 and metaverse world is a way to future-proof their businesses.
Dr. Ahmed Zaidi, co-founder and CEO of Hyran Technologies, told Arab News: “In the context of Saudi…I think that understanding the consumer here is so underrated. Lots of people think that they can come from Paris or London and set up shop here, and they fail at it because they don’t understand the consumer.
“Whether it’s metaverse, or anything, conceptualizing it for the consumer in the local market 100 percent has to happen.”
Hyran Technologies is a London-based innovative AI platform that helps brands and suppliers respond to consumer demand, increase profitability and reduce waste. The company is working with the Fashion Commission to see how they can support Saudi brands in their journey to sustainable development.
Zaidi imagines a future in which airplanes substitute duty-free magazines with custom shopping suggestions suited for each individual passenger. Or in lieu of conventional online shopping sites, customers will log into a brand’s site to view a personalized “museum” space that is intelligently curated to show the items that the brand believes will serve each customer’s wants and needs.
Zaidi said: “Where we are with AI, right now, you can have a much better representation of your consumers, which means you can give them better recommendations. But they’re also portable.
“What that means is that you can use the same representation (or customer DNA) online, on your phone and in-store as well. When someone walks into a store, they can scan their phone, and then you’ll know exactly what they want, how they want it, in which way they want it.”
Cakmak said. “When it comes to artificial intelligence, brands are individually experimenting themselves and it’s intended to provide benefits for optimization of either their products, where they’re selling, and how much they need to produce, or potentially look for technologies that can be used for consumer engagement.”
