1. Tell us about your passion for fashion and your experience in the industry.

Fashion has always been my true passion, igniting my creativity and pushing me to explore the ever-evolving landscape of style. With over a decade of experience in the industry, I've had the privilege of witnessing firsthand the transformative power of fashion and what suits the market. I was a consultant and consulting buying and visual merchandising for many luxury brands and streetwear brands and generating revenue from 10% to 100% by knowing the exact insights in the market.

2. What are some of your favorite brands and designers, and why? How have you created a unique retail experience?

My admiration extends to numerous brands and designers, each possessing a distinct flair depending on the brand's performance, especially because fashion is also a trend.

Doing the market research and having the knowledge and the know-how and going around the world and seeing the best retail stores in different countries such as LA, Paris, Tokyo and many more allows me to implement the best and most unique experiences in crafting a unique retail experience, I believe in curating a diverse selection that caters to varying tastes.

3. Are you familiar with any emerging trends relevant to MWAZ's key clientele in KSA and beyond?

Absolutely, staying side by side of emerging trends is paramount in catering to MWAZ's discerning clientele, particularly in markets like KSA and beyond. I've been closely monitoring shifts in consumer preferences and influences to ensure our offerings remain relevant and captivating.

4. Describe your buying experience. How do you typically research and select merchandise for a store?

The buying experience is a careful journey that involves extensive research and judgement. Every day I hunt for new brands and trends through social media, blogs, magazines and look at what other brands are doing. Based on market analysis, trends and consumer behavior, helps me and the team determine if they’re suitable in Mwaz or not, which has been my tool for over a decade.

5. Walk us through your buying process for a new season.

When approaching a new season, I begin by studying the market, checking out other competitors and brands along with their performance and what the consumer behavior

needs at Mwaz. One of the things I always say to myself and the team, is that “if you can find the same piece at other respected fast-moving stores, then it doesn’t belong in Mwaz”. After that we schedule our appointments with the designers and brands for our market visit and check their worldwide performance to see if it’s suitable for the market.

6. How do you ensure you're buying the right mix of on-trend pieces and timeless staples?

There is no right or wrong. It’s Art.

At times there are brands we thought would work in the market, and they didn’t. There are other brands we thought wouldn’t work in the market, but they did. The consumer behavior is unpredictable, that’s why we like to have test phases with brands. This test goes on for a year or a year and a half to measure the brands performance properly leveraging data analytics. I have an exercise that I like to do with brands during testing phases, if it sells more than 50 pieces, then it’s doing well, and that’s a rule I have created.

7. What is your understanding of the MWAZ brand identity and target customer?

MWAZ's brand identity is unique with sophistication and luxury resonance. Our target customer embodies elegance, appreciating quality and craftsmanship. This allows us to curate collections that seamlessly align with our brand's narrative while captivating our clientele.

8. How would you curate a collection that reflects the brand's aesthetic while staying commercially viable?

Curating a collection that reflects MWAZ's aesthetic while remaining commercially viable involves striking a delicate balance between artistic expression and market demand. By leveraging my expertise in trend analysis and consumer insights, I can identify key pieces that resonate with our target demographic while ensuring profitability through strategic pricing and inventory management.

9. How do you analyze sales data to identify trends and make informed buying decisions?

Analyzing sales data is instrumental in identifying emerging trends and making informed buying decisions. By leveraging tools such as POS systems and CRM software, I can track sales performance, monitor inventory turnover, and identify areas for optimization, allowing me to fine-tune our assortment to meet evolving consumer preferences.

10. Describe your experience in forecasting future trends and adapting your buying strategy accordingly.

First, it’s the eye that comes through experience. Then, forecasting future trends requires a combination of intuition, market analysis, and industry expertise. By closely monitoring fashion forecasts, consumer behavior, and socio-cultural shifts, I can anticipate emerging trends and adapt our buying strategy accordingly, ensuring MWAZ remains at the forefront of innovation.

11. Explain your approach to managing a buying budget and achieving profitability.

We study the numbers at the end of every month and how the brands perform and look out for the latest trends and consumer purchases. If the brand performed well at Mwaz, we continue working with them and sometimes depending on consumer behavior, we ask some brands to adapt or adjust something in the pieces we select. For example, a dress with a long slit, we request from some brands to make the slit shorter, or specific color changes. Therefore, we can optimize our budget allocation to achieve sustainable growth and profitability for MWAZ.

12. Imagine a typical MWAZ customer. Describe the outfit you would curate for her for a special occasion.

For a special occasion, I would curate a stunning outfit that exudes sophistication, niche and fashion-forward, tailored to our typical MWAZ customer. Picture a luxurious evening gown crafted from sumptuous fabrics, adorned with intricate embellishments and paired with statement accessories that elevate the look to unparalleled heights of elegance and glamour. Especially that Mwaz provides styling services from outfit to hair and makeup. She enters the room, she’s the star of the occasion. That’s what Mwaz aims for.

13. How would you cater to the local fashion scene while staying true to MWAZ's brand identity?

Currently, we’re working with the Saudi 100 Brands Program. The Fashion Commission gets and supports the best designers in the country, and Mwaz supports the designers and provides them with a space to showcase and sell their collections. We select and curate the collections from the designers creating an experience for customers and supporting local brands, while staying true to our identity.

14. What are some of the challenges you anticipate in the role of buyer for MWAZ boutique?

Challenges in the role at MWAZ may include navigating volatile market conditions, managing inventory levels, and maintaining brand consistency across diverse product

categories. Additionally, staying ahead of rapidly evolving consumer preferences and industry trends poses a perpetual challenge that requires agility and adaptability.

15. How would you leverage your skills and experience to overcome these challenges and contribute to the boutique's success?

Leveraging my skills and experience, I would implement more strategies to treat these challenges, such as bringing in more diverse and unique brands, fostering collaborative relationships with suppliers, and conducting regular trend forecasting and consumer research. By remaining agile and responsive to market dynamics, I am confident in our ability to drive MWAZ's success.

16. Have you had to make a difficult buying decision? How did you approach it?

Yes, making difficult buying decisions is inevitable in this role, requiring a balance of intuition, data analysis, and risk assessment. When faced with such decisions, I approach them methodically, weighing the potential impact on sales, customer satisfaction, and brand integrity before reaching a conclusion.

17. How do you stay informed about current fashion trends and industry developments?

Staying informed about current fashion trends and industry developments is a continuous process that involves immersing myself in various sources of inspiration, from my own personal connections with designers, fashion publications and online forums to fashion week events and social media platforms. I can anticipate emerging trends and opportunities, ensuring MWAZ remains at the forefront of innovation.

MWAZ is an immersive luxury fashion destination and groundbreaking concept that seamlessly merges the digital and physical realms of luxury fashion. Situated in the heart of Via Riyadh development. The concept store presents a curated selection of over 80 international brands, including some of the most esteemed names in the fashion industry. Among the top brands showcased at MWAZ are David Koma, Rosie Assoulin, Hushain Zhang, Coperni, Monique Lhuillier, Dion Lee, Nanushka, Paris Georgia, Nafsika Skourti, and Azzi & Osta, just to name a few.