Key takeaways
- 86% of fashion ads are video, and a discount or an offer appears in 53%: the highest among the big categories.
- Cash on delivery in 27%: the customer wants to try the dress before paying.
- The median advertised price is SAR 64; half of the ads sit between SAR 50 and 199: the cheapest category.
- The category is concentrated in pages running hundreds of ads: wide dropshipping, and local stores competing on fabric and fit.
What is sold
What lasts: dresses in sets, jalabiyas for occasions, orthopaedic and sports shoes, brand-style bags, and pyjamas and loungewear. The winning ad shows the piece on a walking model, with the sizes in the text. For abayas, the neighbouring category, read Abaya ads.
The discount first
A discount or an offer in 53% of fashion ads: "50% off", "two for the price of one", "clearance". Cash on delivery in 27%, a gift in 19%, "limited quantity" in 39%. The exchange policy ("wrong size? exchange it free") is the sentence that separates the ad that sells from the one that harvests complaints.
Where they run
Saudi Arabia and the UAE are the biggest, and Qatar and Oman have the highest share relative to their size (Trending in Qatar, Trending in Oman). One ad runs in several countries: the piece is one and shipping is light.
Prices
Of 728 ads that stated a price: the lower quartile up to SAR 50, the median 64, the upper quartile from 199. The cheapest category: it competes on price, so a local store wins on fabric, exact sizing and exchanges, not on price.
Who advertises most
The page with the most ads in the category: "NEWBELLA_arabic" (271 ads), then "Brightbern02" (199) and "Raditrush252" (198). Only 1,988 pages for 19,141 ads: a few pages run hundreds of ads each, the dropshipping pattern (Dropshipping in Saudi Arabia).
WhatsApp without a store first, then Shopify, Salla and Zid. Salla and Zid ads.
Copy templates
| Angle | Copy (ours) |
|---|---|
| The collection | "The [season] collection is here: [fabric] dresses in sizes [size] to [size]. [percent] off the first [count] orders." |
| The size | "The size chart is in the pictures. Wrong size? Exchange it free within 7 days, cash on delivery." |
| The set | "A [count]-piece set for only SAR [price]. Limited quantity this week." |
More in Arabic ad copy, and the season dates (Eid, winter, back to school) in Gulf ad seasons.
