Elee Saab Essay

1359 Words6 Pages
Introduction This case focuses the evidences about a person who has inclination and interest for making and designing dresses. Saab was born in Beirut; at age of nine he developed an interest of dress making earlier he made clothes of his sisters with the use of curtains and table clothes of his mother. In 1982, Saab opened his first atelier in Beirut and began designing luxurious evening gowns and wedding dresses, his aptitude and ability for design powering his career throughout the 1980s. In the 1990s, he continued to expand his business by moving to a larger atelier in Beirut and organizing exclusive fashion shows in Europe. In 2000, he opened a salon and showroom in Paris to increase his cosmopolitan and international clientele; a flagship store in Paris opened in March 2007. In June 2010, he opened its first flagship store in Dubai’s prestigious Dubai Mall. This strengthened the brand’s presence in the United Arab Emirates, making its products more reachable to the region’s local and international shoppers. The store showcased day- and evening-wear dresses, shoes, bags, and accessories from the latest ready-to-wear collections. In July 2008, ES opened its first U.K. boutique at Harrods. Ellie Saab is a deep-rooted brand when it comes to Haute Couture. By having direct control over the stores, ES has been able to keep costs at a minimum, as witnessed by Earnings before Tax (EBT), which grew at a staggering rate of 67% from year 2007 to year 2008. However, the ES’s current ratio is questionable. It’s hovering around 70%, which indicates the company is not able to meet its current obligations. Furthermore, ES has not been able to do well in Asia and Russia, not to his standards at least. Purchasing power of these two regions is massive. An accurate marketing mix would do the trick here. There was an upsurge in HNWI from year 2008 to 2009, especially in China,

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