It’s no secret that European luxury brands are capitalising on Middle Eastern consumers' appetite for designer goods. Swiss watch designer Chopard is honing in on the UAE’s love of luxury motors by launching a two-day classic car rally across the country.

The Middle East is home to one of the world's youngest and richest populations. In 2016 Arab consumers spent $320 billion on luxury fashion. For brands to capitalise, an understanding of cultural values is essential. Who is this luxury-loving cohort and what makes a brand a 'must have'?

When you think of Lamborghinis or Porsches being driven around the UAE, you might envision moneyed boy racers behind the wheel. The Arabian Gazelles is a club of female supercar aficionados who are challenging that perception by visibly coming together around this high-end hobby.

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?