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Max Fashion, the region’s leading value fashion brand, has unveiled its newly revamped store at Doha Festival City (DFC), introducing a refreshed retail concept designed to elevate the customer experience. The relaunch marks an important step in Max Fashion’s evolution, bringing a contemporary, design-led environment to one of Qatar’s most popular lifestyle destinations.The upgraded store features Max Fashion’s latest global concept, defined by clean lines, natural textures, and an open, intuitive layout that allows customers to explore collections with ease. Warm wood accents, modern lighting, and inviting visual displays create a seamless and engaging atmosphere that reflects the brand’s shift toward a more modern and fashion-forward identity.**media[391853]**The space offers an enhanced journey through womenswear, menswear, kidswear, beauty, footwear, and accessories, all curated to meet the needs of today’s diverse and style-conscious shoppers. Hani Weiss, CEO of Max at Landmark Group, said: “Doha Festival City has always been a strategic location for Max Fashion, and this relaunch represents our commitment to continuously evolve with our customers. The new concept reflects our ambition to deliver a more elevated yet accessible shopping experience that aligns with Max’s growth and our vision for the future of retail in the region.”The revamped store also places strong emphasis on customer comfort and convenience, introducing improved fitting rooms, better product zoning, and upgraded visual storytelling that helps shoppers discover new arrivals and seasonal trends effortlessly. The experience is designed to bring Doha’s dynamic and cosmopolitan spirit into the heart of the retail space.Shumalan Naicker, senior vice-president and country head, Landmark Group Qatar, added: “The Doha Festival City store has always been a key touchpoint for our brand in Qatar. With this refreshed concept, we are creating an environment that feels warmer, more intuitive, and more in tune with what customers expect today. It’s a space built around inspiration, discovery, and a much more personalised shopping experience.”The relaunch of Max Fashion at DFC reinforces the brand’s commitment to offering stylish, high-quality, and affordable fashion, supported by a modern store identity that continues to evolve in line with global trends and regional customer preferences. The newly refurbished Max Fashion store at DFC is now open to welcome customers and offer an elevated shopping experience for individuals and families across Qatar. 

Doha Festival City released The Festival Edits: Qatar’s Retail Trends Report 2025, the first-of-its-kind, data-driven study providing insights into the evolving fashion, beauty, and retail landscape in Qatar, yesterday during a ceremony at Raffles Doha.**media[383896]**The report says that shopping remains the top reason for visits to Doha Festival City (46%), followed by dining (40%) and leisure/entertainment activities such as cinema, fitness, and events (30%). It also notes that among the Gen Z Qatari females, 40% prioritise makeup, followed by 25% fragrance, and 20% skincare as top beauty spends.The study revealed that Millennials and Gen Z are a significant part of the shopper base, drawn to streetwear, beauty, modest fashion, and jewellery. Younger visitors integrate malls into weekly life, visiting 1-2 times per week for around 2.7 hours, while Qatari nationals are particularly likely to engage in leisure activities such as cinema and events.The report also highlighted that AI in GCC retail is projected to grow from $5bn in 2023 to $31bn by 2028, with 97% of retailers increasing investment. Developed with research collaborators, cultural institutions, Ipsos data, and industry experts, the report blends quantitative survey data, qualitative analysis, and expert commentary to illuminate shifting consumer behaviour, market trends, and lifestyle priorities.The insights are from the Doha Festival City 2025 Consumer Survey, conducted both online with 2,010 responses and on-ground with 129 responses. Participants shared their shopping priorities, revealing how malls are increasingly becoming social, cultural, and community-focused spaces.Fashion trends include modest-meets-contemporary for 22% of Gen Z females, streetwear for 34% of shoppers, premium perfumery for 32%, and modest fashion for 28%. Among male shoppers, 32% prioritise high-end fragrances. Monthly fashion and beauty spend ranges from QR500-QR2,500 for the majority, reflecting a commitment to style as a lifestyle choice. Ambience, personalisation, and events outweigh convenience for half of shoppers, emphasising the experiential dimension of Doha Festival City.The report also highlights the future of retail in Qatar, including tech-driven innovations.“Malls have become venues for connection and curation as much as commerce. Festival Edits captures the spirit of this transformation, offering a credible, data-backed perspective on what defines style, innovation, and community in Qatar today – from perfume and makeup lovers to streetwear enthusiasts and esports audiences,” said, Mohamed ElSharkawy, associate director-Malls Leasing, Doha Festival City.There was also a panel fireside chat moderated by Areej Mohammed, and panellists including Hayssam Hajjar, executive director, Malls, Al-Futtaim Real Estate; Joseph Ibrahim, managing director, country management of Chalhoub Group; Bianca Brigitte Bonomi, director of Harper’s Bazaar Qatar, Esquire Qatar; and AlFtoon al-Janahi, content creator and entrepreneur.**media[383898]**The Festival Edits is informed by perspectives from leaders shaping Qatar’s fashion, beauty, and retail landscape. Featured voices include Sheikh Khalifa al-Thani (Intajat); Ahmed al-Meghessib (Qatar Esports Federation, Ukiyo); Bianca Brigitte Bonomi; Waad Ali (Waad Designs); Prakash Maroli (Ideas Unlimited); Stuart Henwood (New Balance); Michael Collins (Harvey Nichols Doha); Mariam Khairallah (MAC Cosmetics); Sara al-Rashid (Asteri Beauty); Atef Hassan (Jovoy Rare Perfumes); Erwin Creed (Creed); Michael Moles (Doha Festival City); AlFtoon al-Janahi; Shireen Obeidat (Earthna); Gills Manjulakshmi; Rumana Nazim (The Edit); Timothy Hufford (Elan Media); John P. Joseph (Blue Rhine Industries); and Dany Karam (Al-Futtaim Blue).