This briefing looks at the denim sector in the Middle East - a market that is as diverse as it is fragmented. The sector has developed significantly over the past decade as denim wear, and jeans in particular, have become as much a part of people's wardrobe as in Europe or the Americas. Driving consumer habits towards buying denim has been the rise of advertising and pan-Arab media in the region, which has increased the exposure of consumers to western fashion trends. Denim sales have also been fuelled by recent significant changes to the Middle East retail sector, with malls springing up throughout the region and multinational retailers moving in to establish a presence in both its emerging and wealthy markets.