February 3, 2015

Raw Brand Risk and Reward

“There is appetite now from more customers for uniqueness”

The Grid talks to Asil Attar, CEO, Lead Associates to discuss new fashion brands entering markets in the Middle East.

The Grid: Thank you for speaking at our event ‘New Market Entry, which prompted lots of questions by the audience, particularly about bringing original or ‘raw’ brands to the Middle East instead of the usual ‘tried and tested’ ones that have immediate market recognition. How careful do you need to be in bringing raw brands into Middle East markets?

Asil Attar: For me,  I come from a place where I scout talent and I’m always looking for the next best thing. In a market like this, because it’s growing, it’s new; you need to be very careful. If you go too soon with a very raw brand that might do great in LA but not necessarily have the traction, there is a risk involved.