Current strategies Brand sponsorship: Elie Saab succeeds best with the haute couture market and dresses the wealthy. Currently the brand partners up with celebrities for the red carpet and other glamorous events. Brand positioning: The brand has a strong emphasis on luxury and dressing for special occasions and those who have glamorous lifestyles. Therefore the positioning is high end fashion and haute couture heavily focusing on the Middle East luxurious sector. Brand development: Recently the brand launched a perfume campaign “Girl of now� introducing the brand to a new group of customers perhaps those without the large disposable incomes.
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