Weekender Bahrain, Tuesday, November 19 2019

The power of ‘Brand Ambassadors’ these days

admin 26-Jan-2017

The power of ‘Brand Ambassadors’ these days

Declining oil prices, a strong dollar and political instability continue to cause concern for retail analysts who speculate that the region will experience a turbulent year ahead prompting many brands to adopt strategies to ride the storm and protect profit margins. That is, perhaps, with the exception of the region’s fastest growing grassroots fashion brand REDTAG who confirmed it has extended its celebrity ambassadorship agreement with popular Arab artist, Cyrine AbdelNour for 2017/18.
This recent move by REDTAG signals a contrast to the more conservative approach adopted by many of the value fashion brand’s competitors as the battle for market share in the competitive value fashion category intensifies.
While investment in expanding its geographical presence across the GCC is at an all-time high, this, explains Chief Operating Officer, David Pidgeon, is done as part of a broader long-term business strategy: “We understand the same predictions and forecasts about the regional economy as anyone else and we recognise that all six GCC economies will experience some form of slowdown during 2017, and that our consumer will remain cautious.”
Revealed as the face of REDTAG in late 2015, Cyrine AbdelNour’s collaboration with the value fashion brand has gone from strength to strength and won REDTAG a whole new legion of Arab fans while endearing the already popular sweetheart star even further to her loyal followers. Commenting on her ongoing association with REDTAG, Cyrine AbdelNour said, “I am delighted to see my partnership with REDTAG evolve even further this year.I very much look forward to unveiling what promises to be another exciting REDTAG seasonal collection for Summer 2017.”