California Apparel News

In many Middle Eastern countries, such as Kuwait and Saudi Arabia, there is a shop ’til you drop mentality that provides an ocean of opportunity for U.S. apparel makers.

That was the message delivered by a handful of U.S. ambassadors to the Middle East who were in Los Angeles Oct. 9–12 to encourage U.S. companies to do more business with countries such as Morocco, Jordan, Egypt and Israel.

They gathered at the offices of the non-profit organization Fashion Business Inc. to talk about what Middle Eastern consumers are eager to buy. California labels are high on their list. That’s because much of the fashion they see is seen on television shows created in Hollywood. Particularly keen on the California lifestyle are teenagers.

“I think the youth market is by far the biggest market. They have an expendable income, and they are looking for fashion. So it would be youth clothing plus accessories,” said Richard LeBaron, the U.S. ambassador to Kuwait. “In a place like Kuwait, shopping is a popular pastime, big time. There’s not much else to do.”

Name brands sell very well in Israel, said Richard Jones, the U.S. ambassador to Israel. “The other thing that sells very well is sporting attire. They have a Billabong store,” he noted.

Another popular apparel category that Middle Eastern consumers crave, particularly in oil-rich countries such as Saudi Arabia and Kuwait, are high-end childrenswear and infantwear. American labels doing well in that category are Polo Ralph Lauren and Tommy Hilfiger.

And do not assume that Middle Eastern women aren’t interested in fashion just because some are clothed from head to toe in chadors when they are in public. Once at home or at a friend’s house, they lift off the long garments to reveal stylish Western clothing underneath.

The ambassadors noted that one common misconception in the United States is that Middle Easterners don’t want to do business with U.S. companies. But Francis Ricciardone Jr., the U.S. ambassador to Egypt, said it’s quite the opposite. “Do not presume the Middle East is indisposed to doing business with us or that you have to find a third party through which you do business to hide the fact you are an American company,” he said. “They like dealing with American companies.”

The ambassadors advised that U.S. companies wishing to tap into the Middle Eastern market should contact their local U.S. Export Assistance Center, which is part of the U.S. Department of Commerce.

Also useful tips for trading overseas can be found at www.usabuy.gov, which has a section on doing business in each country. Business owners interested in exporting to Jordan, would, for example, go to www.buyusa.gov/jordan.

But the best way to scout out the territory is to actually travel there and visit the commercial officer at the local U.S. Embassy.

“There is nothing better than going there,” said Laurie Farris, the commercial counselor at the U.S. Embassy in Jordan. “And if I were looking at the market, I would go to the oil-rich markets.”

For more information, contact the U.S. Export Assistance Center in Los Angeles at (213) 894-4022.

—Deborah Belgum