What: The IADS attended the RLC Global Forum in Riyadh, KSA, on February 3-4, 2026. This by-invitation-only event featured sessions on the GCC consumer economy, geoeconomics, luxury's Global South influence, AI in fashion, retail growth strategies, and WhatsApp business applications.

Why it is important: The GCC's non-oil sector is accelerating to 4.5% growth with consumer spending shifting toward discretionary categories and e-commerce reaching 30% of retail in Saudi Arabia. A critical insight revealed fashion's "hourglass squeeze"—the accessible-luxury middle market is thinning as brands focus on VICs while neglecting aspirational consumers. AI offers solutions for reconnecting with these consumers through personalised experiences at scale. Regional retail leaders emphasised shifting from growth-at-any-cost to quality of earnings, with conversion becoming paramount as mall footfall declines. The Global South's rising luxury influence is reshaping strategies—local brands now hold stronger voices, and consumers demand cultural authenticity over superficial adaptations.

RLC Global Forum 2026 report