How does social class relate to consumer behaviour in the Middle East?

Few Arab women work. This makes a search for the latest in Western luxury brands a major leisure activity for those with money. Dressing rooms are large, with antechambers to accommodate friends and family members who often come along on shopping sprees. A major expansion of Western luxury brands is under way across the Middle East, home to some of the fashion industry's best customers. High-end retailers, such as Saks Fifth Avenue and Giorgio Armani, operate opulent stores to cater to this growing market. However, fashion retailers must take cultural and religious considerations into account. Missoni makes sure that collections include longer pants and skirts, and evening gowns with light shawls to cover heads or bare shoulders. And advertising and display options are more limited: Erotic images don't work. In the strict religious culture of Saudi Arabia, mannequins can't reveal a gender or human shape. At Saks's Riyadh store, models are headless and don't have fingers. Half of the two-level store is off limits to men.