With more than 50 stores across expat-heavy countries, Marks & Spencer has identified the Middle East as a priority international market. Al-Futtaim Group, its Dubai-based franchise partner, currently operates M&S stores in the likes of Saudi Arabia, the UAE, and Qatar, backed by a strategy that prioritises authority over flash trends and short-term visibility. Digital…
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Middle East: How luxury brands are delving into creators’ heritage to create diverse and emotive campaigns