ISTITUTO MARANGONI RIYADH HOSTS SECOND EDITION OF “TUESDAY AT ISTITUTO MARANGONI” WITH THE BRAND STRATEGIST BAKRY ALKAFF

Istituto Marangoni Riyadh welcomed brand strategist Bakry Alkaff for the second session of its monthly talk series, Tuesday at Istituto Marangoni.

Renowned for his expertise in brand storytelling and consumer behavior, Bakry guided the audience through the complexities of the modern customer journey, highlighting the shifts in expectations, behavior, and emotional triggers that shape fashion decisions today. The conversation offered a compelling deep dive into how customers in the Middle East discover, evaluate, and connect with luxury brands in an increasingly digital and culturally dynamic landscape.

Bakry opened the session by redefining where the customer journey truly begins. He explained that today’s customers start forming impressions of brands before intentional inspiration, even before they actively seek out fashion ideas. Everyday media consumption, subtle visual cues, and cultural moments all contribute to shaping taste and desire long before the point of discovery.

He also identified the most influential sources of inspiration driving today’s fashion audience, emphasizing the importance of authenticity and relevance.

Storytelling – Bakry noted – remains at the core of a customer’s first emotional connection with a brand. A compelling narrative – whether rooted in heritage, craftsmanship, or identity – creates the link that encourages customers to explore further.