Saudi Arabia, Kering Group Sign MoU to Elevate Fashion Sustainability in Kingdom

The Saudi Fashion Commission logo
The Saudi Fashion Commission logo
TT

Saudi Arabia, Kering Group Sign MoU to Elevate Fashion Sustainability in Kingdom

The Saudi Fashion Commission logo
The Saudi Fashion Commission logo

The Saudi Fashion Commission has signed a memorandum of understanding (MoU) with French-based Kering, one of the world’s most influential luxury fashion conglomerates, to engage in discussions that support the development and implementation of initiatives that align with Saudi Arabia’s broader goals for the fashion sector.

The signing ceremony, held in Riyadh, was attended by Saudi Fashion Commission CEO Burak Cakmak and Chief Sustainability and Institutional Affairs Officer at Kering Marie-Claire Daveu.

The MoU marks the beginning of a strategic alliance aimed at exploring collaborative efforts in several key areas of common interest. The two organizations will work together to establish Kering Generation Awards, which recognize and celebrate leading sustainable fashion businesses, including establishing award criteria, participant selection processes, and award recipient development.

Moreover, the collaboration features a Regional Sustainability Index, providing fashion enterprises with a roadmap to enhance sustainable practices.
The initiative also entails publishing joint reports on achievements, conducting awareness sessions, and aligning with key events in Saudi’s annual fashion calendar.

Leveraging Kering’s industry expertise, the two parties will focus on customer engagement, circular economy and water protection and aim to identify pioneering approaches to sustainable materials that can serve as industry standards.

This partnership underscores the Saudi Fashion Commission’s commitment to advancing sustainability across the fashion value chain. As a leader in sustainable luxury fashion, Kering brings a wealth of experience in managing eco-conscious initiatives, reinforcing the MoU’s potential to drive meaningful change in the region’s fashion landscape.

“We are delighted to partner with Kering, whose commitment to sustainability aligns with our mission to foster a forward-thinking, eco-conscious fashion ecosystem in Saudi Arabia. Together, we aim to set new standards for sustainability and innovation in the region,” said Cakmak.

As for Daveu, she said that the MoU presents a remarkable opportunity for the company to support the growth of sustainable fashion practices in Saudi Arabia.

“We look forward to collaborating on initiatives that will contribute to a more sustainable future for the fashion industry,” she added.

The MoU will be effective immediately for an initial term of one year, with an option for automatic renewal upon mutual agreement.
This partnership reflects the shared vision of the Saudi Fashion Commission and Kering to lead the region’s move toward a more sustainable and responsible fashion industry.



Birkin Bag Maker Hermes End of Year Sales Jump

A Mimosa Matte Mississippiensis Alligator Birkin handbag by Hermes is pictured during an auction preview at Sotheby's in Geneva, Switzerland, November 7, 2024. (Reuters)
A Mimosa Matte Mississippiensis Alligator Birkin handbag by Hermes is pictured during an auction preview at Sotheby's in Geneva, Switzerland, November 7, 2024. (Reuters)
TT

Birkin Bag Maker Hermes End of Year Sales Jump

A Mimosa Matte Mississippiensis Alligator Birkin handbag by Hermes is pictured during an auction preview at Sotheby's in Geneva, Switzerland, November 7, 2024. (Reuters)
A Mimosa Matte Mississippiensis Alligator Birkin handbag by Hermes is pictured during an auction preview at Sotheby's in Geneva, Switzerland, November 7, 2024. (Reuters)

French luxury group Hermes reported an 18% rise in fourth quarter sales on Friday, showing robust appetite from wealthy shoppers for the most expensive luxury items like its Birkin bags, which cost upwards of $10,000.

Hermes continues to outshine rivals like LVMH and Kering-owned Gucci thanks to its wealthier customers as the industry suffers its slowest sales in years. Global luxury sales fell around 2% last year, hurt by a property crisis crimping spending in China and inflation-weary shoppers elsewhere.

"We are celebrating an excellent year, in a tougher environment," Axel Dumas, executive chairman, told journalists on a call.

Sales for the fourth quarter came to 3.96 billion euros ($4.14 billion), an 18% rise at constant exchange rates, accelerating in the important end of year period, with the fastest growth in the Americas and Japan.

The growth beat analyst expectations for a 10% rise, according to a Visible Alpha consensus cited by UBS.

The Hermes leather goods and saddlery division, which accounts for nearly half of group revenue, grew the fastest, up 21.5%. Analysts had expected a rise of 13%.

The double-digit growth at Hermes contrasts with LVMH's 1% rise over the last three months of the year.

Hermes also reported 9% growth in sales in the Asia region excluding Japan, the label's biggest market, despite the downturn in traffic in Greater China seen since the end of the first quarter of 2024.

Dumas added, however, that it was "too early to see an inflection" in the industry, despite some positive signs.

Hermes is known for its tight grip on production, sticking to an annual increase of around 6-7% a year, with order backlogs cushioning it from falling demand while holding up the label's exclusive aura.

Sales in the Americas region clocked 22.3% growth, matching growth in Japan.

Asked about the impact from potential US tariffs on European goods, Dumas said the company would not adjust its production.

"We are attached to keeping our production where it is," he said, citing France for leather goods, Switzerland for watches and Italy for shoes.

"We'll adapt to tariffs, and raise prices accordingly," he added.

The company is raising prices 6-7% this year to reflect higher production costs and exchange rates, Dumas added.