Establishing a luxurious brand of Saudi traditional Abaya

Abstract

For practical reasons and to follow the tradition and law of the land, the most sought-after garment for women is Abaya which is usually black. However, there is a need to provide new luxury models with modern idea yet preserve authenticity of the Abaya. A qualitative research was conducted in which 3 experienced designers of Abayas in Saudi Arabia were interviewed to inform the design of a new luxury brand that at the same time affordable to young professional women and students. Five themes identified in the thematic analysis. The designers were motivated, the black colour of the Saudi Abaya is popular, a selection of new fabrics improved the new design and there is an impact from imported Abayas. Three new designs were presented. In addition, social media was the main marketing strategy. The 4Ps consideration, SWOT analysis and Break-even analysis suggested that this new brand could be profitable if the pricing was reasonable.