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51 EAST! |
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51 EAST

Luxury Womenswear buyer Malek Ghanem

The middle east for quite some time now has been a dominant figure when it comes to fashion, their role within the sector of Haute Couture has been the reason that so many fashion houses suirvuve where many fail to do so. But for the Lady who has her Couture dress but wants something of the comparible feeling..where does she go when see a dress and wants ut instantly without having to wait.

A high demand and turn over isn’t exclusivly left for Haute Couture, the world of Luxury fashion is in as high demand as ever and the customers need for all things luxury have been met with in the most grand of ways. Firstly since Qatars first lady of fashion Sheika Mohza came into ownership of one if the worlds most Luxurious stores the turn around has been more than prudent on both parts. Understanding first of all that as time changes so do the customers. If we leave London and go to Doha we find an exciting department store, Fifty One East. Wich boast a pleatherer of the world most saught after brands. I spoke with luxury Womenswear buyer Malek Ghanem about the store.

KALTBLUT:  TELL ME ABOUT FIFTY ONE EAST

Malek Ghanem: Fifty One East is the longest-standing retail chain in Qatar and the most exclusive boutique for a style-savvy population, seeking the best life-enhancing luxury elements. Fifty One East provides exclusive designer collections, sought after timepieces, unique jewelry, fragrances, and beauty and premium technology.

KALTBLUT: WHAT IS YOUR ROLE WITHIN THE STORE?

Malek Ghanem: Luxury and designer women buyer.

KALTBLUT:  HOW DO YOU SELECT WHICH PIECES END UP IN THE STORE?

Malek Ghanem: I select and assemble the best pieces from each collection with a directional approach. My main goal is to bring to the Qataris and everybody living in Qatar an exclusive and  super chic selection of the most beautiful pieces of the season from some of the world’s most talented designers.We host many exclusive brands within the middle east, which infact are some of most coverted pieces. Such as Zac Posen, Azadine Ailia and Oscar De La Renta.

KALTBLUT:  DESCRIBE TO US FIFTY ONE`S AVERAGE CLIENT?

Malek Ghanem: A modern and cultivated customer. The face of the customer has changed..as 10/15 years ago our customers were the mothers and aunts of the people who come now…now the young customer wants a beautifully cut Ailia for dinner with her friends but will also be seen wearing a simple yet dramatic gown from Oscar da La Renta to a party.as time, fashion and our customers change so must we.

KALTBLUT: QATAR IS BOOMING IN TERMS OF FASHION AND SHOPPING, WHAT MAKES FIFTY ONE SO UNIQUE IN THIS VERY COMPETITIVE MARKET?

Malek Ghanem: The main ingredient that will set us apart and continue to account for our success will be good taste, quality, exclusiveness, an emphasis on customized, ultra efficient service and customer care, and a uniquely personal and environment….a large luxury store that will be as intimate and friendly as it will be fun and spectacular. Fifty One East became a phenomenon among elegant women of the entire country.

KALTBLUT:  LUXURY FASHION IS IN SUCH HIGH DEMAND WITHIN THE MIDDLE EAST, WHY DO YOU THINK THIS IS?

Malek Ghanem: Middle Eastern market is the fastest growing part of the world with the need of luxury retail. Qatar is a perfect place to open such a department store as the customers are there ready and in need of such luxury. Qataris inpaticuluar cultivated in the way of appreaciation of beautifuk things and this drives their insaitable need for such items.

Same as the turnaround of Harrods in London since it became Qatari owned, it has totally changed the way they buy to reflect modern woman and her needs they underatand who there client is, we offer everything now in an instant so if you see your dream dress of gown you needn’t wait for it to be made for you when you can simply just buy then and there

KALTBLUT: WHO ARE YOUR BIGGEST SELLERS?

Malek Ghanem: For evening wear i would say…Oscar de la Renta, Zac Posen, Ailia and altough women want to look modern, She never said anything about being minamal and discreet.

Interview and Text by Aiden Connor

Contact:

www.51east.com.qa

twitter.com/51_east

www.youtube.com/fiftyoneeast

www.facebook.com/51east

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