The clothing business in Lebanon is booming due to renewed political progress that has allowed the economy to prosper, which in turn has provided Lebanese consumers with an increase in disposable income. This disposable income can be spent on what would otherwise be considered the luxuries of life, such as clothing. Beirut, the capital of Lebanon, was once known as the Paris of the Middle East, due to a population that enjoyed a lifestyle of cultural sophistication. Lebanese culture places special emphasis on attracting, since traditionally a person’s way of dressing indicated their status in society. Furthermore, Lebanon is a very culturally and politically diverse society, so clothing is worn to indicate one’s religious and political affiliation.
The clothing business in Lebanon is based on two main categories.
Category 1
Trade. Because Lebanon is located in the eastern Mediterranean and borders Syria, it is a major source of clothing entering the Middle East. Lebanese apparel importers supply wholesale merchandise to national retail accounts and retail outlets throughout the Middle East. Many countries that do not enjoy direct trade channels with each other use Lebanese businessmen as intermediaries. Another advantage that Lebanon enjoys is its religious diversity, which allows its entrepreneurs to move easily when doing business in the Middle East, where religious affiliation can be an important factor.
Category #2
National clothing buyers. Lebanese citizens like to dress well, and depending on their affiliation, they will wear Western clothing or more traditional Middle Eastern attire. Jeans, dress pants, and dress pants are popular items among the male population.
Women’s dress is based on their religious and cultural affiliation, with some women wearing the traditional burqa, while other women prefer to dress in European fashion. The majority of the population is Christian, Druze, or Muslim, and will dress according to their religious sensibilities. Due to Lebanon’s terrain and location, its winter is cold enough for it to snow, and its summer can be quite hot, requiring winter clothing such as jackets and coats, and shorts and t-shirts for the warmer months. The average Lebanese citizen earns $15,000 a year, although this figure can be substantially higher in Beirut, where many international corporations, banks, and importers are located.
Preferences for Western brands are prevalent among the 35 and under age group, but their purchasing power may be limited by their financial resources. Consumers in the 35+ category have a preference for dressier clothing such as business suits and social dresses. Most city dwellers, who earn more on average than their coastal and southern peers, will shop for the same brands featured in American and European malls. There are also renowned Lebanese designers like Sam Hourani and Nidal Zihar who enjoy a huge following.
The clothes are sold to consumers from independent stores such as Marina Rinaldi and Guisso Haute Couture, and from large Middle Eastern chains such as Azadea and Eternity Fashions. One of the benefits of Lebanon’s highly developed financial system is that consumers can take advantage of online shopping and payment platforms, such as credit cards, debit cards, and direct electronic payments.
