Ellie Saab Designer And Expert Essay - 1473 Words

Ellie Saab is couture house that became renowned for its sophisticated, innovative and glamorous high fashion. The brand takes the name from its chairman, fashion designer and expert in dressmaking, Ellie Saab, who started in the fashion business when he opened his first atelier in Beirut at the early age of 18 years old. Saab received media coverage when he featured his first collection at the Casino Du Liban in Beirut and after that he was labelled as a â€Å"precocious genius† by the press. In the beginning he was in the business of making high class evening gowns and wedding dresses. Saab noticed early on that there was a niche for haute couture between labels such as Dior, Channel, Valentino and Gaultier. The firm was progressively positioning itself as a very high class royal brand and was exclusively targeting high end customers. Moreover, Ellie Saab has always provided personal attention to each customer as the Haute couture product is highly customized. Ellie Saab took a step forward and expanded its brand by opening up flagship stores in different countries and cities and also by offering its products in big multi brand retailers where it could target global customers. Soon after its successful growing path, the firm went into the business of ready-to-wear (RTW), which became its new line of business. This change was primarily due to the change in the customer taste, who now was more attracted by â€Å"casual wear†. While the firm was growing rapidly, they were also