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MBC Media Solutions (MMS), the commercial arm of MBC Group, hosted its inaugural ‘Luxury Edition’ event on Tuesday in Dubai, bringing together industry leaders and experts to explore the latest insights shaping the luxury market in the MENA region.

In his opening address, Nadim Samara, Chief Commercial Officer at MMS, welcomed attendees and emphasized the importance of understanding emerging trends, strategies, and challenges in the luxury sector. He stressed the significance of staying ahead in a rapidly evolving market, particularly in a region known for its dynamic luxury landscape.

The event featured an exclusive keynote from Trevor McFarlane, Founder of Emerging Markets Intelligence & Research (EMIR), who shared strategic insights on what leaders in the luxury space should prioritize as they plan for 2025 and beyond.

Continuing the conversation on navigating the MENA luxury market, Bain & Company’s Pauline Coquet, Partner in Retail Practice (Luxury and Fashion) and Mariella Dib, Senior Manager, Retail Practice (Luxury and Fashion), shared their expertise on how global luxury brands can succeed in the region.

Sarah Nammour, Client Growth Manager at MMS, provided a deep dive into luxury consumer behavior and the latest luxury trends in MENA, while Jad Saab discussed the growing importance of digital solutions for luxury brands in an increasingly online world.

The event also included insightful fireside chats and panel discussions.

A session on Localizing Global Luxury featured Anna Germanos, Group Director at Meta, in conversation with moderator Eleni Kitra, Executive Director of the Advertising Business Group. The discussion focused on how global luxury brands are adapting their strategies to resonate with local markets while maintaining their global status.

Another key session, Mastering Luxury Strategy & Storytelling, featured insights from Nathaly Khoury of Bulgari, Bisher Hamwi of L’Oréal Luxury Division, and Rana Zeidan of GroupM MENA. The panel delved into the art of crafting compelling luxury brand narratives and strategic positioning in today's competitive market.

The first-of-its-kind event, which was attended by clients, agencies and tech partners provided a platform for knowledge-sharing and meaningful discussions on the future of luxury in the region, reaffirming MMS’s commitment to driving innovation and excellence in the luxury sector.