With the rapid expansion of luxury brands into Asia, BRIC and other emerging markets, there is a pressing need for luxury retailers to communicate more meaningfully with diverse audiences and to understand differing cultures and attitudes.

Middle Eastern youth are torn between extremes. Respectful of their conservative elders, but yearning for 'cool' Western culture - whose MTV-style visuals and Islamophobic undercurrents are causing increasing contention.

To try and understand how Middle Eastern markets will develop we focus on the native population of Dubai and the UAE and identify a powerful, emerging female consumer group.

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?