In recent years, events have turned troublesome (even hostile) in many countries of the MENA region.
Egypt has also seen more than its fair share of political turmoil, violence, terrorist activity, crime and civil unrest. With financial indicators plummeting, one would expect that the retail industry and especially luxury brands would suffer major blows and would be reluctant to extend their stay or expand.
However, this is not the case. Egypt, and especially Cairo, is home to malls but most importantly it features all major luxury brands that appear to be making especially well in terms of sales and are eager to expand while other luxury brands are ready to be launch their introduction to the local market.
Consumption, as an integral part of everyday life, is linked to social unrest (or even disintegration) through two main mechanisms explained below: