There are several popular fashion brands with a strong presence in the United Arab Emirates. These brands, such as Guess, Lacoste, H&M, Burberry, Gap, Mango, and Zara, also produce catalogues. The volumes are released regularly as visual displays both inside and outside their stores.
The displays primarily feature images of the latest collections and fashion styles. As the fashion seasons change four times a year, the catalogues of some brands are also seasonally updated. This small tactic, although a bit costly, serves as a promotional method and boosts sales.
Therefore, whether printed or digital, these lookbooks act as a visual representation of the brand’s latest styles, promoting both new arrivals and brand storytelling.
Fashion Catalogues Need to be Revised Every Season
The first section of the blog will describe why clothing apparel in the UAE is sensitive to seasonal changes and requires catalogue updates. Then, moving on to the second part of the text, where we will be discussing how you can nail these changes with the help of a catalogue designer to multiply the sales and profits.
The “WHY” Behind Periodic Catalogue Changes
As stated above, there are so many multinational brands that have stores in the region and benefit from the seasonal catalogues. We have also mentioned that there are four seasons, which have a heavy influence on fashion trends.
- Spring/Summer (SS)
- Fall/Winter (AW)
- Resort
- Pre-Fall
When the catalogues are updated four times a year, they also help manage inventory, showcase new styles, and potentially increase sales.
Reason #1: Climate Change
The region is hot and humid, which is perhaps why the climate dictates fashion choices there. This means that having seasonal catalogues helps brands introduce lightweight, breathable fabrics and styles for people who want suitable summer wear. Then, similar to the cooler months. As a result, this works wonders for the business’s profit margins.
Reason #2: Cultural Events
The United Arab Emirates is home to a diverse population, which means there is always some cultural event taking place, and every day feels like a party. This carves a niche for fashion companies to introduce the latest collection following events like Diwali. Christmas and Eid. Eventually, these catalogues help in featuring special collections or promotions tied to these events, which are major shopping periods.
Reason #3: Inventory Management
According to observations and studies, it is easier for a brand to forecast clothing demand and manage inventory for shorter periods, such as 3 to 4 months. It is more effective than forecasting for a larger number of months. All they have to do is predict that summers produce an adequate amount of pieces and put the remaining on sale later. This way, they don’t even have to bear hefty warehouse charges.
Reason #4: Marketing Purposes
If you look closely, the regularly updated fashion catalogues are similar to a marketing tool that can be used to promote new collections and drive sales. They can also be distributed through various channels, such as physical stores, online platforms, and social media, very conveniently. They are also quick to grab attention.
How Can You Carry Out the Changes to Maximise Effect
First of all, you need to be sure of your own collection concept. Especially about what message you want to convey and in what tone. Then look for and hire a fashion catalogue designer or any creative agency Dubai.
Now that your theme is ready in your mind, you just have to communicate it to the designer, and he will use diverse sources to bring it to reality. You can also set up visual mood boards to gather inspiration and guide the designer’s creative direction. Then, finally, tell him about your target audience and how you intend to appeal to them.
On the other side, you need to stay updated on the latest trends, historical fashion, and cultural influences. Any information that can make your collection more relevant and attractive to the customers is crucial for you. Moreover, you also need to explore different fabrics, colors, and textures that align with the collection’s theme.
In the end, simply sit with the designer and execute everything in front of you. This will help you pay attention to all significant aspects, such as layout, font choices, religion-friendly images, and overall design.
Some Mistakes to Avoid When Updating Fashion Catalogues
- You should never neglect a strong marketing strategy, as this is what helps you reach potential customers. So, ensure that your catalogue is visible and accessible to the region through various channels.
- Customer feedback is crucial for understanding their preferences and improving your offerings. Hence, collect and analyze audience responses to tailor your designs.
- You must not ignore the legal obligations because otherwise, you will have to face consequences and penalties.
- Even the slightest misuse of the wrong fabric and odd fitting can elicit a major backlash in the UAE region, so ensure your designs are of high quality and adhere to the preferred styles.
The Most Repeatedly Asked Questions
Q. What are the seasons in the fashion industry?
As per the reports, the fashion industry operates in four main seasons: Spring/Summer (SS), Fall/Winter (AW), Resort, and Pre-Fall. These seasons are not directly linked to the calendar seasons; however, they are used to showcase and promote new clothing collections.
Q. Is fashion sustainable in the UAE?
Yes, the fashion industry is becoming increasingly sustainable in the region, driven by growing consumer awareness, government initiatives, and industry efforts. In addition, they are working on great initiatives, such as the UAE Sustainable Fashion Platform, which encourages responsible practices.
Q. What are seasonal demands in apparel?
This refers to the fluctuating consumer demand for specific types of garments and accessories throughout the year. Weather, holidays, cultural events, and fashion trends usually influence this. For example, certain items, such as winter coats, are more popular at specific times of the year.
Q. What is seasonal demand pricing?
When the weather is cooler and tourism is more active during the winter/wall season, prices usually go high. However, during the spring and summer season, when temperatures are high and tourist activity is lower, the prices tend to decrease to attract customers.
The Final Words
It’s not just about the UAE; it happens all over the world: the fashion seasons come and go, having a significant impact on the catalogues. Therefore, every time it happens, the brands benefit from it. They view it as an opportunity to showcase the latest trends and introduce new collections. As a result, consumers notice them and buy from them.
Apart from this, continuously coming up with a different variety four times a year makes the audience brand-aware and brand-loyal. Furthermore, by following the trends, a fashion business can effectively target consumers, making it easier for them to make purchasing decisions.