Chalhoub Group’s Greenhouse and Instagram Collaboration Paves the Way for Fashion Start-ups in the Kingdom – Middle East Campaign

The Greenhouse, the Chalhoub group’s innovation and entrepreneurship space, and Instagram have joined forces to mentor and develop high-potential local fashion startups in Saudi Arabia. The initiative came from the “Fashion Lab” program launched by Chalhoub Greenhouse to promote entrepreneurship and business innovation and identify disruptive and innovative Saudi fashion brands.

Instagram will partner with the Chalhoub Group to provide resources and skills to Saudi fashion start-ups to grow their businesses and accelerate their growth over a five-month period.

“Small businesses are the heart of the Instagram community as Instagram remains the destination where people come to discover new talent and brands and buy products, especially in fashion and beauty. During the pandemic, we focused on helping businesses thrive – telling their stories and providing them with the tools to sell and thrive on the platform. And today, through Fashion Lab, we are strengthening that engagement in Saudi Arabia, working with a like-minded, community-driven group like Chalhoub to pool our knowledge, experience and resources to ” help five promising fashion brands grow their business, build strong brands in the Kingdom and expand their reach beyond the region. said Anna Germanos, head of consumer goods, retail and e-commerce for the MENA region, at Meta.

A one-of-a-kind concept in Saudi Arabia, Fashion Lab builds on the Chalhoub Group’s commitment to identify and nurture innovative Saudi brands with disruptive ideas and provide them with a platform to grow as leaders. business. The program is focused on start-up companies and brands, each receiving up to $ 15,000 in funding for the development of retail propositions in the areas of streetwear, sustainable fashion, contemporary design and accessories. The program is an open innovation platform that integrates the operational expertise of the Chalhoub Group with the knowledge of industry professionals to develop potential Saudi brands and nurture Saudi fashion talent. Brands have had access to Chalhoub Group’s extensive retail network through the “Muse Concept Store” in Riyadh Park, including other online and offline channels to sell their products.

“Saudi Arabia has a rapidly evolving fashion ecosystem thanks to its young population and its incredible pool of talented designers. The Greenhouse launched the Fashion Lab earlier this year with the ambition to support and encourage this ecosystem of great entrepreneurs and accelerate this truly local entrepreneurial culture dedicated to the fashion industry and at the same time contribute to our own brands and concepts that serve our local customer. We believe we can create the greatest impact through concerted collective partnerships and efforts. We are delighted to partner with Instagram in this initiative which will have a positive long-term impact on promoting innovation and the development of young fashion champions from the Kingdom to the world ”, said Dina Sidani, Director of Innovation, Groupe Chalhoub.

For its first promotion of graduate start-ups, The Fashion Lab chose the eco-responsible eyewear brand Cones and Rods (@ cones.rods), the luxury bag brand Dania Shinkar (@daniashinkar_official) and NOMS ready-to-wear brands (@nomslife) Proud Angeles (@proudangeles) and Kaf by Kaf (@kafbykaf). All five brands will receive immersive training on growing their business and will be guided through multiple aspects including marketing and retailing through digital and social media. In addition, Instagram will offer a series of workshops to allow start-ups to exploit all the capabilities of its platform. These include best practices in media marketing, marketing technology, creative and content creation, as well as working with content creators, media reporting, and performance measurement.

In addition, to increase brand visibility, Instagram has partnered with Saudi designers. Abdallah Al Jumah, Abdallah Bakr, Elias Setta, and Lamia Al-Maliki assume the role of brand ambassadors.

Last year, Meta launched the #LoveLocal campaign in the Middle East and North Africa to support small businesses and help them take advantage of the digital tools needed to survive, recover and deliver results online. As part of this campaign, local small businesses were highlighted and people were encouraged to buy local. Instagram also recently launched the new Shop tab, making it easier for people to discover and support the small businesses they love and to research the latest trends.

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