Innovation Management Project – ACH Abaya Collection
RazanAlotaibi10
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Aug 28, 2025
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About This Presentation
Developed the ACH Abaya Collection, transforming Saudi heritage into wearable art. Used design thinking, AI, and creative tools to design abayas that blend tradition, comfort, and modern elegance. Enhanced customer experience with a smart AI platform for personalized abaya recommendations. Gained ha...
Slide Content
1
Final Project Report Template
Course: MGMT311 – Creativity & Innovation Management
Instructor: Dr. Nouf Alothman
Partner: Prince Sultan Fund – Dammam
Project Title: ACH Abaya Collection
Team Member Names & Student IDs:
Name Student ID
Amal Adnan Alghareeb 2230005636
Razan Hamdan Alotaibi 2230003477
Baneen Fadel Mushaigry 2230004933
Suaad Abdullah Alyousif 2230002615
Batool Abdullah Alsetri 2230005014
Date: 25 May 2025
Final Project Report Template
Course: MGMT311 – Creativity & Innovation Management
Instructor: Dr. Nouf Alothman
Partner: Prince Sultan Fund – Dammam
Project Title: ACH Abaya Collection
Team Member Names & Student IDs:
Name Student ID
Amal Adnan Alghareeb 2230005636
Razan Hamdan Alotaibi 2230003477
Baneen Fadel Mushaigry 2230004933
Suaad Abdullah Alyousif 2230002615
Batool Abdullah Alsetri 2230005014
Date: 25 May 2025
2
1. Introduction to the Start-up
Field Details
Start-up Name ACH Abaya Collection
Sector/ Target market ACH targets to successful women from a variety of
backgrounds, including mothers, workers, and
students—any woman looking to merge fashion with
comfort. By applying flexible and useful materials that
allow for movement and including creative touches
like hidden pockets and headscarves made of non-slip
materials, the brand creates collections that are
customized to their everyday requirements, making
outfit more comfortable and useful for the workplace.
Brief Background ACH: A Saudi Heritage Woven into Modern
Elegance. A Saudi artist, illustrator, and designer from
Khobar named Hanan Al Turki launched the upscale
abaya company ACH in 2017. Hanan, a project
management master's degree holder, is credited with
being the first Saudi woman to use abayas as a vehicle
for showcasing the Kingdom's rich past. Fashion, art,
and legacy are all skillfully combined in her work to
create wearable cultural pieces that speak to
contemporary Saudi women on a profound level.
1. Introduction to the Start-up
Field Details
Start-up Name ACH Abaya Collection
Sector/ Target market ACH targets to successful women from a variety of
backgrounds, including mothers, workers, and
students—any woman looking to merge fashion with
comfort. By applying flexible and useful materials that
allow for movement and including creative touches
like hidden pockets and headscarves made of non-slip
materials, the brand creates collections that are
customized to their everyday requirements, making
outfit more comfortable and useful for the workplace.
Brief Background ACH: A Saudi Heritage Woven into Modern
Elegance. A Saudi artist, illustrator, and designer from
Khobar named Hanan Al Turki launched the upscale
abaya company ACH in 2017. Hanan, a project
management master's degree holder, is credited with
being the first Saudi woman to use abayas as a vehicle
for showcasing the Kingdom's rich past. Fashion, art,
and legacy are all skillfully combined in her work to
create wearable cultural pieces that speak to
contemporary Saudi women on a profound level.
3
Hanan founded ACH to preserve and promote Saudi
identity via artistic apparel, inspired by her father, an
archaeologist and historian who works with the Saudi
Ministry of Antiquities and UNESCO. Hand-drawn
textiles, heritage-inspired themes, and clever designs
that balance comfort and style—such as flexible
materials, non-slip headscarves, and concealed
pockets—are hallmarks of the brand, which caters to
moms, working women, and students.
Abayas embroidered with authentic Nabatean and
ancient Saudi inscriptions from UNESCO heritage
sites, including لئاح ,ةيعردلا ,حلاص نئادم, and نارجن, are
part of ACH's remarkable collection, "نطولا مشو"
(Washm Al Watan). To honor strength, identity, and
patriotism, these cultural symbols are worn close to
the heart or wrist. Every abaya becomes a wearable
museum with the inclusion of a printed heritage map
and a certificate of authenticity.
In an attempt to enhance the purchasing experience,
ACH has launched a sophisticated AI-powered
website that provides personalized abaya
recommendations based on each user's preferences,
including style, fit, color, heritage link, and mood.
Hanan founded ACH to preserve and promote Saudi
identity via artistic apparel, inspired by her father, an
archaeologist and historian who works with the Saudi
Ministry of Antiquities and UNESCO. Hand-drawn
textiles, heritage-inspired themes, and clever designs
that balance comfort and style—such as flexible
materials, non-slip headscarves, and concealed
pockets—are hallmarks of the brand, which caters to
moms, working women, and students.
Abayas embroidered with authentic Nabatean and
ancient Saudi inscriptions from UNESCO heritage
sites, including لئاح ,ةيعردلا ,حلاص نئادم, and نارجن, are
part of ACH's remarkable collection, "نطولا مشو"
(Washm Al Watan). To honor strength, identity, and
patriotism, these cultural symbols are worn close to
the heart or wrist. Every abaya becomes a wearable
museum with the inclusion of a printed heritage map
and a certificate of authenticity.
In an attempt to enhance the purchasing experience,
ACH has launched a sophisticated AI-powered
website that provides personalized abaya
recommendations based on each user's preferences,
including style, fit, color, heritage link, and mood.
4
This is paired with a sleek and elegant digital interface
that perfectly embodies the upscale personality of the
company.
The luxurious ACH packaging, which includes a matte
black box, unique tissue wrapping, handwritten
messages of gratitude, and stitched statements like
"You are the story," continues the ACH experience.
The future lies with you. Hanan has made ACH a
representation of creative Saudi fashion in spite of
obstacles with finance, regulations, and market
competitiveness. Her dedication to cultural storytelling
and utilization of Indian Jabour fabric makers have
allowed her to establish a unique presence in the
crowded Gulf fashion market.
Thoughts Each piece in the ACH project looks a wearable piece
of art thanks to a unique concept that is uncommon in
the local market that links Saudi Arabia's unique
cultural past with a variety of artistic techniques. The
goal was to keep cultural integrity and identity while
transforming the artwork into useful clothing that
suited today's women's tastes. Building a brand with
an identity that presents tradition in a modern
attractive manner was another requirement of the
This is paired with a sleek and elegant digital interface
that perfectly embodies the upscale personality of the
company.
The luxurious ACH packaging, which includes a matte
black box, unique tissue wrapping, handwritten
messages of gratitude, and stitched statements like
"You are the story," continues the ACH experience.
The future lies with you. Hanan has made ACH a
representation of creative Saudi fashion in spite of
obstacles with finance, regulations, and market
competitiveness. Her dedication to cultural storytelling
and utilization of Indian Jabour fabric makers have
allowed her to establish a unique presence in the
crowded Gulf fashion market.
Thoughts Each piece in the ACH project looks a wearable piece
of art thanks to a unique concept that is uncommon in
the local market that links Saudi Arabia's unique
cultural past with a variety of artistic techniques. The
goal was to keep cultural integrity and identity while
transforming the artwork into useful clothing that
suited today's women's tastes. Building a brand with
an identity that presents tradition in a modern
attractive manner was another requirement of the
5
project. Her move into this sector was primarily
inspired and supported by her father, an archaeologist
and book on the history of the Kingdom. This gave the
initiative a cultural and artistic quality that separated it
from other works.
2. Challenge Identification & Problem Framing
Field Details
Initial Observations Hanan Al-Turki's Abayas faced several challenges and
obstacles at the beginning of her project, including:
First, intense competition: The Saudi market is full of
designers and abaya stores, which requires the pioneers
of this field to provide unique and innovative ideas to
attract customers.
Second, brand identity: Building a strong brand with a
stable place in the market is a big challenge and
requires time and great effort, as you need to develop a
clear and unified vision that reflects the values of the
brand.
Thirdly, in terms of material selection: The selection of
materials from special factories requires a great effort
to ensure quality and availability, such as those in
Jabour, India, to be adopted by the designer Hanan in
its field.
project. Her move into this sector was primarily
inspired and supported by her father, an archaeologist
and book on the history of the Kingdom. This gave the
initiative a cultural and artistic quality that separated it
from other works.
2. Challenge Identification & Problem Framing
Field Details
Initial Observations Hanan Al-Turki's Abayas faced several challenges and
obstacles at the beginning of her project, including:
First, intense competition: The Saudi market is full of
designers and abaya stores, which requires the pioneers
of this field to provide unique and innovative ideas to
attract customers.
Second, brand identity: Building a strong brand with a
stable place in the market is a big challenge and
requires time and great effort, as you need to develop a
clear and unified vision that reflects the values of the
brand.
Thirdly, in terms of material selection: The selection of
materials from special factories requires a great effort
to ensure quality and availability, such as those in
Jabour, India, to be adopted by the designer Hanan in
its field.
6
Finally, in terms of marketing and promotion:
Reaching target customers and building a customer
base, in which it requires effective marketing
campaigns.
Clear Problem Statement Designer Hanan faced many problems, including
extracting commercial records, zakat regulations,
money for company approval, commercial loans, and
many problems that were solved thanks to our wise
government, and all thanks and appreciation for the
efforts made.
But the main problem faced by the designer Hanan is
in terms of competitors and how to strengthen her
position in the market continuously as an abaya
designer with the presence of many designers and
abaya stores in Saudi Arabia and the Gulf as a whole.
This led to an increase in competition and risk in the
beginning, so that Hanan found it difficult to highlight
her unique identity and provide designs that distinguish
her from others. In the end, she chose a solution to her
problem, which is to rely on the Indian Jabour factories
in the manufacture of her fabrics.
Constraints and Assumptions Constraints
Finally, in terms of marketing and promotion:
Reaching target customers and building a customer
base, in which it requires effective marketing
campaigns.
Clear Problem Statement Designer Hanan faced many problems, including
extracting commercial records, zakat regulations,
money for company approval, commercial loans, and
many problems that were solved thanks to our wise
government, and all thanks and appreciation for the
efforts made.
But the main problem faced by the designer Hanan is
in terms of competitors and how to strengthen her
position in the market continuously as an abaya
designer with the presence of many designers and
abaya stores in Saudi Arabia and the Gulf as a whole.
This led to an increase in competition and risk in the
beginning, so that Hanan found it difficult to highlight
her unique identity and provide designs that distinguish
her from others. In the end, she chose a solution to her
problem, which is to rely on the Indian Jabour factories
in the manufacture of her fabrics.
Constraints and Assumptions Constraints
7
1. High costs: Relying on Indian Jabour
factories leads to an increase in production
costs, including the cost of fabrics and
shipping, and all these costs reduce profit
margins, making it difficult for Hanan to
offer competitive prices in the market
2. Dependence on external suppliers: Relying
on external factories means that any delay
in production or shipping can lead to the
inability to meet customer requests on time,
which negatively affects the mark.
3. Market changes: Fashion trends and
customer desires can change very quickly,
which may make some designs undesirable.
Hanan must always keep up with changes.
Assumptions
1. Continued government support: The
government's continued support to
designers, such as facilitating financial and
commercial procedures, helps Hanan
overcome financial and administrative
difficulties.
1. High costs: Relying on Indian Jabour
factories leads to an increase in production
costs, including the cost of fabrics and
shipping, and all these costs reduce profit
margins, making it difficult for Hanan to
offer competitive prices in the market
2. Dependence on external suppliers: Relying
on external factories means that any delay
in production or shipping can lead to the
inability to meet customer requests on time,
which negatively affects the mark.
3. Market changes: Fashion trends and
customer desires can change very quickly,
which may make some designs undesirable.
Hanan must always keep up with changes.
Assumptions
1. Continued government support: The
government's continued support to
designers, such as facilitating financial and
commercial procedures, helps Hanan
overcome financial and administrative
difficulties.
8
2. Accepting the market for new designs: It is
assumed that customers in the Saudi and
Gulf markets are open to trying new and
innovative designs, and this openness to
experience can increase the demand for
Hanan products and build a loyal customer
base.
3. Stability of relations with suppliers: If
cooperation with factories in Jabur and
maintaining relations will remain stable,
which will ensure the quality of products
and avoid problems resulting from sudden
changes.
4. Availability of the necessary resources:
Assuming that Hanan will be able to access
the necessary human and technical
resources to support the production and
marketing process, this enhances her ability
to continuously innovate
In short, when these limitations and assumptions are
understood, Hanan can help develop effective
strategies to overcome challenges and strengthen its
position in the market.
2. Accepting the market for new designs: It is
assumed that customers in the Saudi and
Gulf markets are open to trying new and
innovative designs, and this openness to
experience can increase the demand for
Hanan products and build a loyal customer
base.
3. Stability of relations with suppliers: If
cooperation with factories in Jabur and
maintaining relations will remain stable,
which will ensure the quality of products
and avoid problems resulting from sudden
changes.
4. Availability of the necessary resources:
Assuming that Hanan will be able to access
the necessary human and technical
resources to support the production and
marketing process, this enhances her ability
to continuously innovate
In short, when these limitations and assumptions are
understood, Hanan can help develop effective
strategies to overcome challenges and strengthen its
position in the market.
9
3. Research Methods & Interview Findings
Field Details
Methods Used
(Face to face
interviews,
telephone or
Zoom interviews)
We had a Zoom discussion with designer Hanan Al Turki, during
which we asked questions, got responses, and got feedback on
how we defined the issue and its resolution.
Key Insights Abayas' Distinction in the Market: When looking at
sales, we see that the item with a unique artistic touch has
achieved high sales figures, such as: (On January 15, 2023)
Item No. 15 recorded sales of SAR 64,600, the highest in
demand and value, indicating customer appreciation for the
unique and distinctive artistic designs that express the
identity of the "ach" brand.
Quality of Design Implementation: The difference
between quantity and selling price reflects customer
satisfaction and their willingness to pay for the desired and
high quality, such as: (On January 13, 2023) Item No. 13
sold 50 pieces for SAR 42,500. The high demand for the
product indicates customer confidence in the quality of
manufacturing and design.
3. Research Methods & Interview Findings
Field Details
Methods Used
(Face to face
interviews,
telephone or
Zoom interviews)
We had a Zoom discussion with designer Hanan Al Turki, during
which we asked questions, got responses, and got feedback on
how we defined the issue and its resolution.
Key Insights Abayas' Distinction in the Market: When looking at
sales, we see that the item with a unique artistic touch has
achieved high sales figures, such as: (On January 15, 2023)
Item No. 15 recorded sales of SAR 64,600, the highest in
demand and value, indicating customer appreciation for the
unique and distinctive artistic designs that express the
identity of the "ach" brand.
Quality of Design Implementation: The difference
between quantity and selling price reflects customer
satisfaction and their willingness to pay for the desired and
high quality, such as: (On January 13, 2023) Item No. 13
sold 50 pieces for SAR 42,500. The high demand for the
product indicates customer confidence in the quality of
manufacturing and design.
10
Item No. 15 sold for SAR 64,600, with a quantity of 85, a
product that generates high profits thanks to its confidence
in value.
Uniqueness and Value of Items in Customer
Perception: High-priced items, such as Item No. 12 (6,090
SAR) and Item No. 5 (18,600 SAR), were sold at a
premium price, reflecting that customers are always
looking not only for the right price, but also for items with
a distinctive character and artistic and personal touch.
Engagement with Local and Social Events: Although
this aspect did not appear in the sales chart, the correlation
between the increase in sales in January 2023 (the period
following events such as the New Year and National Day
in the previous quarter) reinforces the importance of
"ache’s participation in local events as a factor in
increasing customer engagement with the brand.
In the end, we saw that the brand achieved sales exceeding
205,380 Saudi riyals in a short period, reflecting customer
loyalty and the strength of its concept and execution.
—Following the launch of the products and campaigns, the
customer noted several observations that reflected the value and
quality of the project.
Item No. 15 sold for SAR 64,600, with a quantity of 85, a
product that generates high profits thanks to its confidence
in value.
Uniqueness and Value of Items in Customer
Perception: High-priced items, such as Item No. 12 (6,090
SAR) and Item No. 5 (18,600 SAR), were sold at a
premium price, reflecting that customers are always
looking not only for the right price, but also for items with
a distinctive character and artistic and personal touch.
Engagement with Local and Social Events: Although
this aspect did not appear in the sales chart, the correlation
between the increase in sales in January 2023 (the period
following events such as the New Year and National Day
in the previous quarter) reinforces the importance of
"ache’s participation in local events as a factor in
increasing customer engagement with the brand.
In the end, we saw that the brand achieved sales exceeding
205,380 Saudi riyals in a short period, reflecting customer
loyalty and the strength of its concept and execution.
—Following the launch of the products and campaigns, the
customer noted several observations that reflected the value and
quality of the project.
11
They admired and loved the artistic concept, which
combined art with everyday products.
The distinction of the unique pieces, unprecedented in the
market.
The quality of the work, which attracted customers due to
the precision of the stitching and the beauty of the details.
The communication style, approach to engagement, and
participation in national events, such as Founding Day and
Flag Day, helped strengthen loyalty and belonging.
Supporting
Data/Evidence
4. Application of Innovation Tools
Field Details
Tools Applied; Design
thinking, mind mapping,
brainstorming,
SCAMPER...etc.
At ACH, several innovation tools were applied to
push creativity and develop a strong, differentiated
brand identity. The main tools were Design Thinking,
Mind Mapping, Brainstorming, and also a subtle use
of the SCAMPER technique. Design Thinking helped
They admired and loved the artistic concept, which
combined art with everyday products.
The distinction of the unique pieces, unprecedented in the
market.
The quality of the work, which attracted customers due to
the precision of the stitching and the beauty of the details.
The communication style, approach to engagement, and
participation in national events, such as Founding Day and
Flag Day, helped strengthen loyalty and belonging.
Supporting
Data/Evidence
4. Application of Innovation Tools
Field Details
Tools Applied; Design
thinking, mind mapping,
brainstorming,
SCAMPER...etc.
At ACH, several innovation tools were applied to
push creativity and develop a strong, differentiated
brand identity. The main tools were Design Thinking,
Mind Mapping, Brainstorming, and also a subtle use
of the SCAMPER technique. Design Thinking helped
12
the team stay close to the real needs of Saudi women
by not just designing something beautiful but making
sure it solved actual problems like movement comfort
and practicality. Mind Mapping played a big role
especially at early stages, helping visualize and
connect different ideas — things like Saudi heritage
symbols, fashion functionality, and modern
aesthetics. There were also a lot of Brainstorming
sessions, sometimes informal, to come up with fresh
ideas around fabric types, embroidery, and design
features. Finally, although it wasn’t a formal
SCAMPER session, the team naturally adapted their
designs by substituting regular fabrics with unique
Indian materials, combining embroidery with
functional features, and even rearranging traditional
abaya concepts into something more wearable and
artistic for modern women.
How Applied ACH used these innovation tools in a way that felt
organic to the creative process. First, they would
develop mood boards and initial sketches, which
allowed them to merge Saudi cultural themes with
real-world needs like comfort and movement. Mind
Mapping wasn’t something they sat down and labeled
the team stay close to the real needs of Saudi women
by not just designing something beautiful but making
sure it solved actual problems like movement comfort
and practicality. Mind Mapping played a big role
especially at early stages, helping visualize and
connect different ideas — things like Saudi heritage
symbols, fashion functionality, and modern
aesthetics. There were also a lot of Brainstorming
sessions, sometimes informal, to come up with fresh
ideas around fabric types, embroidery, and design
features. Finally, although it wasn’t a formal
SCAMPER session, the team naturally adapted their
designs by substituting regular fabrics with unique
Indian materials, combining embroidery with
functional features, and even rearranging traditional
abaya concepts into something more wearable and
artistic for modern women.
How Applied ACH used these innovation tools in a way that felt
organic to the creative process. First, they would
develop mood boards and initial sketches, which
allowed them to merge Saudi cultural themes with
real-world needs like comfort and movement. Mind
Mapping wasn’t something they sat down and labeled
13
as "mind mapping," but it’s clear they used it —
especially when connecting the founder’s background
in history (through her father's work) with fashion
ideas and customer feedback. Brainstorming
happened both formally and informally, leading to
new discoveries like hidden pockets and slip-resistant
fabrics. As for SCAMPER, again it wasn’t textbook
use, but you could see the principles: they substituted
new types of fabrics, adapted embroidery into
functional designs, modified traditional looks for
modern women who are more active, and rethought
how heritage could be reflected in daily wear without
losing elegance or authenticity.
Results from Ideation: how
many ideas were generated?
In the beginning, ACH was just another idea for an
abaya brand. But after all the creative exploration —
the brainstorming, sketching, feedback gathering, and
connecting ideas through mind mapping — around 8
to 10 different design directions were generated.
Some were more traditional, some leaned more
artistically, and others were purely about
functionality. Eventually, ACH settled on a brilliant
combination: turning Saudi cultural heritage into
wearable art. This major shift didn't just make the
as "mind mapping," but it’s clear they used it —
especially when connecting the founder’s background
in history (through her father's work) with fashion
ideas and customer feedback. Brainstorming
happened both formally and informally, leading to
new discoveries like hidden pockets and slip-resistant
fabrics. As for SCAMPER, again it wasn’t textbook
use, but you could see the principles: they substituted
new types of fabrics, adapted embroidery into
functional designs, modified traditional looks for
modern women who are more active, and rethought
how heritage could be reflected in daily wear without
losing elegance or authenticity.
Results from Ideation: how
many ideas were generated?
In the beginning, ACH was just another idea for an
abaya brand. But after all the creative exploration —
the brainstorming, sketching, feedback gathering, and
connecting ideas through mind mapping — around 8
to 10 different design directions were generated.
Some were more traditional, some leaned more
artistically, and others were purely about
functionality. Eventually, ACH settled on a brilliant
combination: turning Saudi cultural heritage into
wearable art. This major shift didn't just make the
14
brand more unique; it also answered real gaps in the
Saudi fashion market for women looking for
something that celebrated identity without
compromising practicality. The results clearly
showed that creative thinking and structured
innovation processes (even when applied informally)
made a big difference.
5. Solution Concept & Justification
Field Details
Final Proposed Solution: The
final solution your team is
proposing?
ACH – A Living Story Woven in Elegance “Your
Pride. Your Freedom. Your Elegance.”
ACH is not just a luxury abaya brand. It is a deeply
emotional and artistic experience created for the
modern Saudi woman — one who embraces her
freedom, celebrates her femininity, and carries her
heritage with pride. ACH is a celebration of identity,
culture, strength, and elegance — all woven into each
thread of the abaya.
The Core Concept: A Wearable Heritage
ACH transforms abayas into living stories — each
piece becomes a symbol of Saudi women’s pride and
national connection.
brand more unique; it also answered real gaps in the
Saudi fashion market for women looking for
something that celebrated identity without
compromising practicality. The results clearly
showed that creative thinking and structured
innovation processes (even when applied informally)
made a big difference.
5. Solution Concept & Justification
Field Details
Final Proposed Solution: The
final solution your team is
proposing?
ACH – A Living Story Woven in Elegance “Your
Pride. Your Freedom. Your Elegance.”
ACH is not just a luxury abaya brand. It is a deeply
emotional and artistic experience created for the
modern Saudi woman — one who embraces her
freedom, celebrates her femininity, and carries her
heritage with pride. ACH is a celebration of identity,
culture, strength, and elegance — all woven into each
thread of the abaya.
The Core Concept: A Wearable Heritage
ACH transforms abayas into living stories — each
piece becomes a symbol of Saudi women’s pride and
national connection.
15
Each abaya features subtle, golden embroidery inspired
by Saudi heritage, like motifs from ةيعردلا, Sadu lines,
or ancient inscriptions from regions such as لاعلا
(AlUla), لئاح (Hail), نارجن (Najran), and especially نئادم
حلاص (Mada’in Saleh).
The embroidery is placed near the heart or wrist,
symbolizing pride, strength, and emotional connection
to the homeland. The designs are minimalistic and
modern, blending tradition with contemporary
elegance.
"نطولا مشو" Collection:
Abayas with Real Inscriptions: A special collection
under ACH titled "نطولا مشو" ("Washm AL Watan")
revives authentic Saudi inscriptions and transforms
them into wearable cultural art.
Each design is inspired by UNESCO-recognized
carvings and rock inscriptions, including Nabatean
symbols from حلاص نئادم — an ancient city known for
its monumental tombs and majestic stone facades.
These symbols are artistically reinterpreted as
embroidery, placed on the chest or sleeve — turning
the abaya into a portable museum of heritage.
Each abaya features subtle, golden embroidery inspired
by Saudi heritage, like motifs from ةيعردلا, Sadu lines,
or ancient inscriptions from regions such as لاعلا
(AlUla), لئاح (Hail), نارجن (Najran), and especially نئادم
حلاص (Mada’in Saleh).
The embroidery is placed near the heart or wrist,
symbolizing pride, strength, and emotional connection
to the homeland. The designs are minimalistic and
modern, blending tradition with contemporary
elegance.
"نطولا مشو" Collection:
Abayas with Real Inscriptions: A special collection
under ACH titled "نطولا مشو" ("Washm AL Watan")
revives authentic Saudi inscriptions and transforms
them into wearable cultural art.
Each design is inspired by UNESCO-recognized
carvings and rock inscriptions, including Nabatean
symbols from حلاص نئادم — an ancient city known for
its monumental tombs and majestic stone facades.
These symbols are artistically reinterpreted as
embroidery, placed on the chest or sleeve — turning
the abaya into a portable museum of heritage.
16
Each abaya comes with an elegant certificate detailing
the name, origin, and meaning of the symbol, along
with a unique serial number.
The packaging includes a printed map of the heritage
site — such as حلاص نئادم or ةيعردلا — connecting the
client emotionally to her roots.
Wearing this abaya is like carrying the etched spirit of
your homeland into the modern world — with quiet
strength and timeless pride.
The Smart AI Website Experience: "Find
Your Perfect ACH Abaya":
ACH introduces an AI-powered website that offers a
personalized, elegant shopping experience. Instead of
endlessly browsing, users are guided through a few
curated questions that reflect their taste and needs.
Example of Personal Questions:
1. What’s your height?
2. What kind of fit do you feel most confident in?
3. What sleeve style do you prefer?
4. What colors make you feel powerful or calm?
5. What’s the main purpose of your new abaya?
(Work, Event, Daily Use)
Each abaya comes with an elegant certificate detailing
the name, origin, and meaning of the symbol, along
with a unique serial number.
The packaging includes a printed map of the heritage
site — such as حلاص نئادم or ةيعردلا — connecting the
client emotionally to her roots.
Wearing this abaya is like carrying the etched spirit of
your homeland into the modern world — with quiet
strength and timeless pride.
The Smart AI Website Experience: "Find
Your Perfect ACH Abaya":
ACH introduces an AI-powered website that offers a
personalized, elegant shopping experience. Instead of
endlessly browsing, users are guided through a few
curated questions that reflect their taste and needs.
Example of Personal Questions:
1. What’s your height?
2. What kind of fit do you feel most confident in?
3. What sleeve style do you prefer?
4. What colors make you feel powerful or calm?
5. What’s the main purpose of your new abaya?
(Work, Event, Daily Use)
17
6. Do you prefer designs with embroidery, or
clean and minimal?
7. Would you like a structured fabric or something
lighter and flowy?
8. How long should the abaya be?
9. Would you like it to have hidden pockets?
10. What kind of mood or energy do you want this
abaya to reflect? (Elegant, Bold, Soft, Powerful)
11. Which region of Saudi heritage speaks to your
soul the most?
12. What word would best describe your
personality?
Based on these responses, the AI will instantly display
3 to 5 abayas that perfectly align with the client’s
preferences.
Website Design Highlights: One-question-per-screen
interface for a smooth, luxurious feel. Elegant color
palette, modern Arabic typography, and soft transitions.
Results page includes direct shopping links, abaya
previews, and small inspirational notes like: “You are
the future of your story.”
Packaging: Luxury Storytelling Experience:
ACH’s packaging completes the emotional journey:
6. Do you prefer designs with embroidery, or
clean and minimal?
7. Would you like a structured fabric or something
lighter and flowy?
8. How long should the abaya be?
9. Would you like it to have hidden pockets?
10. What kind of mood or energy do you want this
abaya to reflect? (Elegant, Bold, Soft, Powerful)
11. Which region of Saudi heritage speaks to your
soul the most?
12. What word would best describe your
personality?
Based on these responses, the AI will instantly display
3 to 5 abayas that perfectly align with the client’s
preferences.
Website Design Highlights: One-question-per-screen
interface for a smooth, luxurious feel. Elegant color
palette, modern Arabic typography, and soft transitions.
Results page includes direct shopping links, abaya
previews, and small inspirational notes like: “You are
the future of your story.”
Packaging: Luxury Storytelling Experience:
ACH’s packaging completes the emotional journey:
18
• Matte black box featuring the soft beige
ACH logo.
• Tissue paper printed with a delicate,
signature Saudi-inspired pattern.
• Certificate or thank-you card,
thoughtfully written to create emotional
resonance.
• Heritage map inside the box for " مشو
نطولا" pieces — showing the
embroidery’s origin, like حلاص نئادم or
ةيعردلا.
• A hidden stitched message inside each
abaya: “You are the story. You are the
future.”
How it Addresses the
Problem: Why it fits the
start-up’s needs
We chose this solution because it combines technology,
heritage, and storytelling to create a complete fashion
experience.
The project's benefits are clear in several points:
• Transforming abayas into meaningful
pieces of art using authentic inscriptions
that express culture and pride.
• Matte black box featuring the soft beige
ACH logo.
• Tissue paper printed with a delicate,
signature Saudi-inspired pattern.
• Certificate or thank-you card,
thoughtfully written to create emotional
resonance.
• Heritage map inside the box for " مشو
نطولا" pieces — showing the
embroidery’s origin, like حلاص نئادم or
ةيعردلا.
• A hidden stitched message inside each
abaya: “You are the story. You are the
future.”
How it Addresses the
Problem: Why it fits the
start-up’s needs
We chose this solution because it combines technology,
heritage, and storytelling to create a complete fashion
experience.
The project's benefits are clear in several points:
• Transforming abayas into meaningful
pieces of art using authentic inscriptions
that express culture and pride.
19
• The AI-powered platform facilitates
customer experience, increasing
satisfaction and loyalty.
• Designing limited-edition pieces that
enhance sentimental value and build a
loyal and empowered female community
around the brand.
Why it is Innovative: What
makes it innovative
The innovation in the solution stems from a unique
combination of:
• Artificial intelligence and smart digital
user experience.
• Arab heritage (realistic engravings)
transformed into artistic fashions that
carry stories.
• Emotional engagement with the
customer through personalized, limited-
edition pieces, enhancing brand
connection.
• The AI-powered platform facilitates
customer experience, increasing
satisfaction and loyalty.
• Designing limited-edition pieces that
enhance sentimental value and build a
loyal and empowered female community
around the brand.
Why it is Innovative: What
makes it innovative
The innovation in the solution stems from a unique
combination of:
• Artificial intelligence and smart digital
user experience.
• Arab heritage (realistic engravings)
transformed into artistic fashions that
carry stories.
• Emotional engagement with the
customer through personalized, limited-
edition pieces, enhancing brand
connection.
20
Visuals Description:
sketches, workflows, or
mock-ups
6. Feedback & Iteration Process
Field Details
Feedback Summary: What
the start-up said about your
initial idea
The designer Hannan's comments regarding our
solution/ I think your solution was very well thought
out. The first thing that catches the eye is your use of
technology, which is a modern language. You also
focused on the ease and speed of the selection process.
When a customer accesses your website or app, they
will find clear and quick steps, reducing the time
needed to make a decision and preventing them from
hesitating or considering comparing your services with
those of other competitors.
In addition, you had a very beautiful vision in linking
the product to the Kingdom's heritage. This connection
Visuals Description:
sketches, workflows, or
mock-ups
6. Feedback & Iteration Process
Field Details
Feedback Summary: What
the start-up said about your
initial idea
The designer Hannan's comments regarding our
solution/ I think your solution was very well thought
out. The first thing that catches the eye is your use of
technology, which is a modern language. You also
focused on the ease and speed of the selection process.
When a customer accesses your website or app, they
will find clear and quick steps, reducing the time
needed to make a decision and preventing them from
hesitating or considering comparing your services with
those of other competitors.
In addition, you had a very beautiful vision in linking
the product to the Kingdom's heritage. This connection
21
activates the patriotic side of customers and makes the
sector reflect a part of Saudi identity and culture. It's a
smart idea, because this type of product can be
marketed throughout the year, whether on occasions
like Founding Day, National Day, or even on ordinary
days. There is a segment of the population that prefers
products with a local and national character, inspired
by landmarks like Mada'in Saleh, Jabal Jabal in Ha'il,
and other heritage symbols from various regions.
Therefore, your idea combines originality and
innovation: using technology, simplifying customer
experience, and highlighting national identity, all of
which give your product a strong competitive
advantage.
Changes Made: What you
changed based on their
feedback
Changes that were suggested in response to designer
Hanan's input:
Improving the sense of patriotism: letting users
select a heritage location or emblem on the
website, along with brief narratives elucidating
the significance of the inscriptions.
Improving the technical experience: Including
a "Try It Now" augmented reality experience
activates the patriotic side of customers and makes the
sector reflect a part of Saudi identity and culture. It's a
smart idea, because this type of product can be
marketed throughout the year, whether on occasions
like Founding Day, National Day, or even on ordinary
days. There is a segment of the population that prefers
products with a local and national character, inspired
by landmarks like Mada'in Saleh, Jabal Jabal in Ha'il,
and other heritage symbols from various regions.
Therefore, your idea combines originality and
innovation: using technology, simplifying customer
experience, and highlighting national identity, all of
which give your product a strong competitive
advantage.
Changes Made: What you
changed based on their
feedback
Changes that were suggested in response to designer
Hanan's input:
Improving the sense of patriotism: letting users
select a heritage location or emblem on the
website, along with brief narratives elucidating
the significance of the inscriptions.
Improving the technical experience: Including
a "Try It Now" augmented reality experience
22
and intelligent suggestions based on the
customer's preferences.
More customization choices: Giving clients the
option to combine the inscription with unique
embroidery, like their name or a word that best
describes them.
Comparison of Initial and
Final Solution: Before and
After versions of your idea
Following adjustments in response to designer Hanan's
input, the solution changed from an opulent visual
experience with prefabricated heritage emblems to one
that was more customized and participatory.
Consumers may now select the heritage location or
emblem themselves, along with illustrative stories,
virtually try on the abaya using augmented reality, and
personalize the design by adding names or phrases that
reflect their individuality. The project gained more
uniqueness and competitive value because of these
changes, which also strengthened the emotional bond
between the product and its customers and boosted the
patriotic element.
7. Reflection on Learning Outcomes
Field Details
and intelligent suggestions based on the
customer's preferences.
More customization choices: Giving clients the
option to combine the inscription with unique
embroidery, like their name or a word that best
describes them.
Comparison of Initial and
Final Solution: Before and
After versions of your idea
Following adjustments in response to designer Hanan's
input, the solution changed from an opulent visual
experience with prefabricated heritage emblems to one
that was more customized and participatory.
Consumers may now select the heritage location or
emblem themselves, along with illustrative stories,
virtually try on the abaya using augmented reality, and
personalize the design by adding names or phrases that
reflect their individuality. The project gained more
uniqueness and competitive value because of these
changes, which also strengthened the emotional bond
between the product and its customers and boosted the
patriotic element.
7. Reflection on Learning Outcomes
Field Details
23
Team Learning Experience:
What your team learned from
this project
We gained a variety of skills from this project that
have a direct influence on how we think and work. To
comprehend the client's needs and come up with a
novel solution, we first learned how to ask creative
questions. Despite having many obligations, we also
learnt how to manage our time and meet deadlines. By
structuring our thoughts, planning our efforts, and
striking a balance between project obligations like
presentations and interviews and studying for tests,
we also developed a sense of responsibility. We also
learnt how to operate as a team, communicate
effectively, and turn concepts into finished products
with a distinct identity and message. We also learned
how crucial it is to blend legacy and technology to
create solutions that inspire people, evoke strong
feelings, and strengthen cultural ties.
Use of Course Concepts; Key
concepts you applied from
this course
The four phases of creative problem-solving, a
dynamic process, were successfully implemented by
us. First, we determined the main issue: how to create
a product that both precisely suits the needs of the
contemporary Saudi woman and creatively honors the
country's legacy. We then came up with several
concepts, such as adding cultural iconography,
Team Learning Experience:
What your team learned from
this project
We gained a variety of skills from this project that
have a direct influence on how we think and work. To
comprehend the client's needs and come up with a
novel solution, we first learned how to ask creative
questions. Despite having many obligations, we also
learnt how to manage our time and meet deadlines. By
structuring our thoughts, planning our efforts, and
striking a balance between project obligations like
presentations and interviews and studying for tests,
we also developed a sense of responsibility. We also
learnt how to operate as a team, communicate
effectively, and turn concepts into finished products
with a distinct identity and message. We also learned
how crucial it is to blend legacy and technology to
create solutions that inspire people, evoke strong
feelings, and strengthen cultural ties.
Use of Course Concepts; Key
concepts you applied from
this course
The four phases of creative problem-solving, a
dynamic process, were successfully implemented by
us. First, we determined the main issue: how to create
a product that both precisely suits the needs of the
contemporary Saudi woman and creatively honors the
country's legacy. We then came up with several
concepts, such as adding cultural iconography,
24
personalizing the experience using artificial
intelligence, and improving the user experience by
telling stories. We assessed each suggestion during
the review phase according to its viability, user
attractiveness, and cultural influence. We also
improved our idea by adding input from professionals
such as designer Hanan. Ultimately, we put the
solution into practice by providing a thorough,
technologically advanced abaya experience that
blends custom, feeling, and modern style. We were
able to stay focused, creative, and productive
throughout the project because to our methodical
approach.
Collaboration and Personal
Development; Challenges or
benefits from teamwork
Obstacles We Faced: The short timeline, which
necessitated careful work planning, was the most
significant of the obstacles we encountered during the
project's implementation. The timeframe was further
influenced by the center's tardiness in assigning duties
and setting up interviews. Along with a few
unforeseen postponements or cancellations of
interviews, we also had to handle coordination
problems involving all parties, which meant we
personalizing the experience using artificial
intelligence, and improving the user experience by
telling stories. We assessed each suggestion during
the review phase according to its viability, user
attractiveness, and cultural influence. We also
improved our idea by adding input from professionals
such as designer Hanan. Ultimately, we put the
solution into practice by providing a thorough,
technologically advanced abaya experience that
blends custom, feeling, and modern style. We were
able to stay focused, creative, and productive
throughout the project because to our methodical
approach.
Collaboration and Personal
Development; Challenges or
benefits from teamwork
Obstacles We Faced: The short timeline, which
necessitated careful work planning, was the most
significant of the obstacles we encountered during the
project's implementation. The timeframe was further
influenced by the center's tardiness in assigning duties
and setting up interviews. Along with a few
unforeseen postponements or cancellations of
interviews, we also had to handle coordination
problems involving all parties, which meant we
25
needed to be very flexible and quick to adjust to
changes.
Benefits gained: Given the challenges, we were able
to obtain many notable advantages, the most notable
of which was the formation of successful business
alliances between the students and the brand owner,
which allowed us to gain insight from real-life market
experiences. The program also assisted in encouraging
the children to think critically and creatively while
keeping a realistic outlook. We also improved our
ability to lead discussions and handle actual field
scenarios. Most significantly, it increased our
motivation and self-assurance to take on new
endeavors without worrying about the repercussions
and equipped us to overcome whatever obstacle we
encountered.
8. Appendices
Attach visit summaries, interview notes, photos, diagrams, or any other supporting
material.
Interview with entrepreneur Hanan AL Turki.
Questions related to the first meeting:
1. Would you mind introducing yourself?
needed to be very flexible and quick to adjust to
changes.
Benefits gained: Given the challenges, we were able
to obtain many notable advantages, the most notable
of which was the formation of successful business
alliances between the students and the brand owner,
which allowed us to gain insight from real-life market
experiences. The program also assisted in encouraging
the children to think critically and creatively while
keeping a realistic outlook. We also improved our
ability to lead discussions and handle actual field
scenarios. Most significantly, it increased our
motivation and self-assurance to take on new
endeavors without worrying about the repercussions
and equipped us to overcome whatever obstacle we
encountered.
8. Appendices
Attach visit summaries, interview notes, photos, diagrams, or any other supporting
material.
Interview with entrepreneur Hanan AL Turki.
Questions related to the first meeting:
1. Would you mind introducing yourself?
26
I'm a young Saudi woman named Hanan Al Turki, and I have a master's degree in
project management. As an abaya designer and illustrator, I take pride in being
the first Saudi woman to illustrate the Kingdom of Saudi Arabia's history on an
abaya. I teach fashion design (abayas) and am a member of the Saudi Fashion
Association. My father is an archaeologist at the Ministry of Antiquities in Riyadh
and its affiliated UNESCO organization. He has co-authored several historical
books about the regions of the Kingdom.
2. How did you start your abaya project? What was the concept?
In the Eastern Province's city of Khobar, the project got underway in 2017. My
intention to showcase Saudi cultural history through the ACH brand—a Saudi
creative identity—was the inspiration behind the concept. This was achieved by
presenting artistic pieces inspired by this heritage on our products, using various
arts such as fabric painting, hand embroidery, and hand printing.
3. Who is your target audience? Why did you choose this category?
At ACH, we target successful women, including working women, mothers,
students, and every segment of women. We design collections that satisfy their
needs and address the clothing problems they face, such as practical shawls made
of non-slip materials to facilitate daily living and abayas with flexible fabrics that
include features like hidden pockets.
4. What distinguishes your project from the others?
Because it combines traditional Saudi art and culture with a unique style that
women can wear as a piece of art, the ACH project is unique in the local market.
I'm a young Saudi woman named Hanan Al Turki, and I have a master's degree in
project management. As an abaya designer and illustrator, I take pride in being
the first Saudi woman to illustrate the Kingdom of Saudi Arabia's history on an
abaya. I teach fashion design (abayas) and am a member of the Saudi Fashion
Association. My father is an archaeologist at the Ministry of Antiquities in Riyadh
and its affiliated UNESCO organization. He has co-authored several historical
books about the regions of the Kingdom.
2. How did you start your abaya project? What was the concept?
In the Eastern Province's city of Khobar, the project got underway in 2017. My
intention to showcase Saudi cultural history through the ACH brand—a Saudi
creative identity—was the inspiration behind the concept. This was achieved by
presenting artistic pieces inspired by this heritage on our products, using various
arts such as fabric painting, hand embroidery, and hand printing.
3. Who is your target audience? Why did you choose this category?
At ACH, we target successful women, including working women, mothers,
students, and every segment of women. We design collections that satisfy their
needs and address the clothing problems they face, such as practical shawls made
of non-slip materials to facilitate daily living and abayas with flexible fabrics that
include features like hidden pockets.
4. What distinguishes your project from the others?
Because it combines traditional Saudi art and culture with a unique style that
women can wear as a piece of art, the ACH project is unique in the local market.
27
My father was the main one who encouraged and supported me to pursue this
career path.
5. What were the primary obstacles you encountered when the project first began?
When I began the ACH project in 2017, some common startup challenges I ran
upon were:
• The fierce competition in the local market, particularly considering the
abundance of talented Saudi designers working in the women's abaya
design industry.
• The difficulty of establishing the project's identity amidst this momentum,
which prompted me to seek true uniqueness in both the concept and
execution.
• From here, I began manufacturing some of the fabrics specifically in
factories in Jaipur, India, seeking to offer a unique and unique product that
reflects the artistic and heritage character of Saudi Arabia in an innovative
way.
6. Did you face any challenges during your project journey? In what way did you
handle them?
Throughout my experience with the ACH project, I encountered several
operational issues that needed workable and long-term fixes, such as:
• The challenge of free marketing: I had to rely on reasonably priced and
successful advertising campaigns on sites like Instagram and Snapchat
because there were no efficient, cost-effective marketing tools accessible.
My father was the main one who encouraged and supported me to pursue this
career path.
5. What were the primary obstacles you encountered when the project first began?
When I began the ACH project in 2017, some common startup challenges I ran
upon were:
• The fierce competition in the local market, particularly considering the
abundance of talented Saudi designers working in the women's abaya
design industry.
• The difficulty of establishing the project's identity amidst this momentum,
which prompted me to seek true uniqueness in both the concept and
execution.
• From here, I began manufacturing some of the fabrics specifically in
factories in Jaipur, India, seeking to offer a unique and unique product that
reflects the artistic and heritage character of Saudi Arabia in an innovative
way.
6. Did you face any challenges during your project journey? In what way did you
handle them?
Throughout my experience with the ACH project, I encountered several
operational issues that needed workable and long-term fixes, such as:
• The challenge of free marketing: I had to rely on reasonably priced and
successful advertising campaigns on sites like Instagram and Snapchat
because there were no efficient, cost-effective marketing tools accessible.
28
• The high cost of renting exhibition spaces: Even new projects are required
to pay large sums to participate, and this challenge still exists.
• The high wages of tailors: To solve this problem, I recruited tailors under
my own sponsorship and trained them to meet the brand's standards.
• Protecting artistic designs: Initially, there was no clear legal protection,
but now all ACH graphics are protected by intellectual property rights
within the Kingdom and the Gulf countries, ensuring the preservation of
legal rights and preventing any infringement of the artwork.
Methods of Overcoming These Challenges:
• The first two challenges still exist, but they were overcome using paid
advertising on Instagram and Snapchat, which proved effective at a
reasonable cost.
• As for the tailors, I personally sponsored them and provided them with
special training.
• As for design protection, all ACH brand graphics are now registered and
protected under intellectual property rights within the Kingdom and the
Gulf States, and any use of them exposes the owner to fines.
7. How do you view the government's role in supporting Saudi women in
entrepreneurship?
Our wise government is making commendable efforts to support Saudi women in
business and entrepreneurship, with well-considered steps covering various
sectors. These facilitations are evident in the procedures for obtaining commercial
• The high cost of renting exhibition spaces: Even new projects are required
to pay large sums to participate, and this challenge still exists.
• The high wages of tailors: To solve this problem, I recruited tailors under
my own sponsorship and trained them to meet the brand's standards.
• Protecting artistic designs: Initially, there was no clear legal protection,
but now all ACH graphics are protected by intellectual property rights
within the Kingdom and the Gulf countries, ensuring the preservation of
legal rights and preventing any infringement of the artwork.
Methods of Overcoming These Challenges:
• The first two challenges still exist, but they were overcome using paid
advertising on Instagram and Snapchat, which proved effective at a
reasonable cost.
• As for the tailors, I personally sponsored them and provided them with
special training.
• As for design protection, all ACH brand graphics are now registered and
protected under intellectual property rights within the Kingdom and the
Gulf States, and any use of them exposes the owner to fines.
7. How do you view the government's role in supporting Saudi women in
entrepreneurship?
Our wise government is making commendable efforts to support Saudi women in
business and entrepreneurship, with well-considered steps covering various
sectors. These facilitations are evident in the procedures for obtaining commercial
29
registrations, zakat and tax regulations, financial credits, obtaining loans, and
employee recruitment visas, in addition to facilitating the import and export of
fabrics and equipment.
8. How do you conduct market research?
I rely on the groups around me in society, such as family, friends, customers, and
female employees, to conduct market research. They represent the target audience
with their own challenges and needs.
At ACH, we work to provide practical solutions that facilitate women's daily lives
in a simplified and effective manner.
9. Did you conduct interviews or surveys before starting the project?
Initially, the idea stemmed from a passion and love for art, and I didn't conduct
any surveys. However, over time, thanks to the high artistic taste in Saudi society,
the project began to expand, thank God. Because sustainability was more difficult
than in the beginning, expansion plans and strategies were developed, including:
• Involving customers in the product design stages, from concept to
implementation.
• Offering products that address real-life problems, such as how appropriate
an abaya is for mothers or drivers.
• Using direct communication tools with customers via WhatsApp,
Instagram, and the online store.
registrations, zakat and tax regulations, financial credits, obtaining loans, and
employee recruitment visas, in addition to facilitating the import and export of
fabrics and equipment.
8. How do you conduct market research?
I rely on the groups around me in society, such as family, friends, customers, and
female employees, to conduct market research. They represent the target audience
with their own challenges and needs.
At ACH, we work to provide practical solutions that facilitate women's daily lives
in a simplified and effective manner.
9. Did you conduct interviews or surveys before starting the project?
Initially, the idea stemmed from a passion and love for art, and I didn't conduct
any surveys. However, over time, thanks to the high artistic taste in Saudi society,
the project began to expand, thank God. Because sustainability was more difficult
than in the beginning, expansion plans and strategies were developed, including:
• Involving customers in the product design stages, from concept to
implementation.
• Offering products that address real-life problems, such as how appropriate
an abaya is for mothers or drivers.
• Using direct communication tools with customers via WhatsApp,
Instagram, and the online store.
30
• Increasing sales by collaborating with influencers such as Yara Al Namlah
and Najla Al Wadaani.
• Sharing special occasions with customers, such as birthdays or
promotions.
• Using recyclable fabrics or transforming them into artwork.
10. What are the most notable comments and feedback you have received from clients?
• Admiration for the artistic concept of the project
• The uniqueness of the pieces compared to the market
• The quality of the work and craftsmanship
• Your participation in national events like Flag Day, National Day, and
Founding Day is much appreciated.
11. Have you applied creative thinking and brainstorming to your work?
Yes, from the very beginning of an idea, we at ACH aim for innovative work. To
do this, a mood board is created, the item is sketched, and it is tested on a
mannequin before being put into practice.
12. How many concepts did you generate before deciding on the project's present idea?
The project started off as a traditional abaya project, but once the second
collection was released, I started showcasing Saudi heritage through art, inspired
by my father's study and literature.
• Increasing sales by collaborating with influencers such as Yara Al Namlah
and Najla Al Wadaani.
• Sharing special occasions with customers, such as birthdays or
promotions.
• Using recyclable fabrics or transforming them into artwork.
10. What are the most notable comments and feedback you have received from clients?
• Admiration for the artistic concept of the project
• The uniqueness of the pieces compared to the market
• The quality of the work and craftsmanship
• Your participation in national events like Flag Day, National Day, and
Founding Day is much appreciated.
11. Have you applied creative thinking and brainstorming to your work?
Yes, from the very beginning of an idea, we at ACH aim for innovative work. To
do this, a mood board is created, the item is sketched, and it is tested on a
mannequin before being put into practice.
12. How many concepts did you generate before deciding on the project's present idea?
The project started off as a traditional abaya project, but once the second
collection was released, I started showcasing Saudi heritage through art, inspired
by my father's study and literature.
31
Questions related to the second meeting:
1- What do you think of the challenge we've identified? Does it explain a weakness in the
project?
Yes, it is one of your largest obstacles if you have determined that
"competitiveness" is your main obstacle. However, there are two sides to
competitiveness: if it is not well controlled, it can become a threat or a positive
motivator. When there are no actual rivals, the business owner might be at ease
and not want to grow. The presence of competition, however, is a powerful
motivator that drives you to work harder and continuously innovate to maintain
your position.
However, if performance is weak or you are not keeping up with the market,
competition can turn into a real threat. This is where you must pay attention and
work to continuously enhance your strengths.
2- How do you see our way of thinking about the solution we presented?
I think your solution was very well thought out. The first thing that catches the
eye is your use of technology, which is a modern language. You also focused on
the ease and speed of the selection process. When a customer accesses your
website or app, they will find clear and quick steps, reducing the time needed to
decide and preventing them from hesitating or considering comparing your
services with those of other competitors.
Questions related to the second meeting:
1- What do you think of the challenge we've identified? Does it explain a weakness in the
project?
Yes, it is one of your largest obstacles if you have determined that
"competitiveness" is your main obstacle. However, there are two sides to
competitiveness: if it is not well controlled, it can become a threat or a positive
motivator. When there are no actual rivals, the business owner might be at ease
and not want to grow. The presence of competition, however, is a powerful
motivator that drives you to work harder and continuously innovate to maintain
your position.
However, if performance is weak or you are not keeping up with the market,
competition can turn into a real threat. This is where you must pay attention and
work to continuously enhance your strengths.
2- How do you see our way of thinking about the solution we presented?
I think your solution was very well thought out. The first thing that catches the
eye is your use of technology, which is a modern language. You also focused on
the ease and speed of the selection process. When a customer accesses your
website or app, they will find clear and quick steps, reducing the time needed to
decide and preventing them from hesitating or considering comparing your
services with those of other competitors.
32
In addition, you had a very beautiful vision in linking the product to the
Kingdom's heritage. This connection activates the patriotic side of customers and
makes the sector reflect a part of Saudi identity and culture. It's a smart idea,
because this type of product can be marketed throughout the year, whether on
occasions like Founding Day, National Day, or even on ordinary days. There is a
segment of the population that prefers products with a local and national
character, inspired by landmarks like Mada'in Saleh, Jabal Jabal in Ha'il, and
other heritage symbols from various regions.
As a result, your concept blends creativity and innovation by emphasizing
national identity, utilizing technology, and streamlining consumer experience,
which provides your product with a significant competitive edge.
3. How can we improve our idea, in your opinion? What should we change or add?
Since you're talking about competition, I think you could focus more on
marketing. The most crucial question, given the abundance of competing
initiatives on the market, is how you plan to reach your target audience more
widely. Stronger marketing strategies are crucial, and they should include
resources that provide you with access to information on both present and
potential clients. This helps you build ongoing relationships with them and
analyze their behavior and needs.
Also, it's a good idea to invest more in product collections that highlight national
identity and reflect the Kingdom's culture. Each collection can tell a story inspired
by a specific heritage or region, adding artistic and moral value to the product.
In addition, you had a very beautiful vision in linking the product to the
Kingdom's heritage. This connection activates the patriotic side of customers and
makes the sector reflect a part of Saudi identity and culture. It's a smart idea,
because this type of product can be marketed throughout the year, whether on
occasions like Founding Day, National Day, or even on ordinary days. There is a
segment of the population that prefers products with a local and national
character, inspired by landmarks like Mada'in Saleh, Jabal Jabal in Ha'il, and
other heritage symbols from various regions.
As a result, your concept blends creativity and innovation by emphasizing
national identity, utilizing technology, and streamlining consumer experience,
which provides your product with a significant competitive edge.
3. How can we improve our idea, in your opinion? What should we change or add?
Since you're talking about competition, I think you could focus more on
marketing. The most crucial question, given the abundance of competing
initiatives on the market, is how you plan to reach your target audience more
widely. Stronger marketing strategies are crucial, and they should include
resources that provide you with access to information on both present and
potential clients. This helps you build ongoing relationships with them and
analyze their behavior and needs.
Also, it's a good idea to invest more in product collections that highlight national
identity and reflect the Kingdom's culture. Each collection can tell a story inspired
by a specific heritage or region, adding artistic and moral value to the product.
33
Lastly, it's critical that your website is quick and simple to use because any
complication or delay could drive a buyer to a rival. Enhancing your website's
technological functionality lowers the possibility that other influences may cause
you to lose clients.
4- Are there elements that may be positively or negatively affected when implementing
the solution?
Frankly, I don't see any element that might be negatively impacted by
implementing the solution. This is because the core foundation of your idea—its
focus on nationalism and heritage—remains intact and cohesive.
It can be likened to companies with a "main product line," such as "fabricate
feed," which represents the main line in their identity. You, too, have a clear and
consistent vision: to represent national heritage and identity through your
products.
Therefore, any development or implementation of the solution will not weaken
the idea; rather, it will strengthen its presence and increase its market power.
5- Do you expect the proposed solution to differentiate your project from competitors?
And how?
Certainly, the proposed solution sets the project apart from its competitors for
several reasons. First, the use of hand-painted fabrics and designing abayas in this
style is very rare in the market, giving the project a unique character that is
difficult to imitate.
Lastly, it's critical that your website is quick and simple to use because any
complication or delay could drive a buyer to a rival. Enhancing your website's
technological functionality lowers the possibility that other influences may cause
you to lose clients.
4- Are there elements that may be positively or negatively affected when implementing
the solution?
Frankly, I don't see any element that might be negatively impacted by
implementing the solution. This is because the core foundation of your idea—its
focus on nationalism and heritage—remains intact and cohesive.
It can be likened to companies with a "main product line," such as "fabricate
feed," which represents the main line in their identity. You, too, have a clear and
consistent vision: to represent national heritage and identity through your
products.
Therefore, any development or implementation of the solution will not weaken
the idea; rather, it will strengthen its presence and increase its market power.
5- Do you expect the proposed solution to differentiate your project from competitors?
And how?
Certainly, the proposed solution sets the project apart from its competitors for
several reasons. First, the use of hand-painted fabrics and designing abayas in this
style is very rare in the market, giving the project a unique character that is
difficult to imitate.
34
Second, the development method itself is of great importance. I have been
working on this line for seven years, relying primarily on hand-drawn designs.
However, at the current stage, I need to expand the customer base to include new
categories, such as those who prefer embroidery, synthetic fabrics, or delicate
designs.
You also mentioned a production line called "Watan Tattoo," which is a unique
idea. There is no harm in expanding this line to include a Gulf or regional style,
not just Saudi. Requests may come from countries like the UAE, Bahrain, and
others who appreciate this type of art and identity.
6- What difference do you expect in the project's performance or attractiveness to
customers after implementing the solution?
Undoubtedly, there will be greater customer engagement. When the buying
process is smooth and easy—as we say, "tick tock"—sales will inevitably rise
since the buying process will be quicker and more transparent.
Decision-making is made quicker and easier when the consumer has easier access
to details and a wider range of options, which improves the project's appeal and
raises the possibility of repeat business.
Second, the development method itself is of great importance. I have been
working on this line for seven years, relying primarily on hand-drawn designs.
However, at the current stage, I need to expand the customer base to include new
categories, such as those who prefer embroidery, synthetic fabrics, or delicate
designs.
You also mentioned a production line called "Watan Tattoo," which is a unique
idea. There is no harm in expanding this line to include a Gulf or regional style,
not just Saudi. Requests may come from countries like the UAE, Bahrain, and
others who appreciate this type of art and identity.
6- What difference do you expect in the project's performance or attractiveness to
customers after implementing the solution?
Undoubtedly, there will be greater customer engagement. When the buying
process is smooth and easy—as we say, "tick tock"—sales will inevitably rise
since the buying process will be quicker and more transparent.
Decision-making is made quicker and easier when the consumer has easier access
to details and a wider range of options, which improves the project's appeal and
raises the possibility of repeat business.
35
Finally, we conclude our report with a collection of images that give the reader a visual
glimpse into our project and reflect the essence of ACH as a brand that blends art,
heritage, and contemporary elegance.
These images document a part of our creative journey and showcase the subtle details
that make each piece at ACH a story worth telling.
Finally, we conclude our report with a collection of images that give the reader a visual
glimpse into our project and reflect the essence of ACH as a brand that blends art,
heritage, and contemporary elegance.
These images document a part of our creative journey and showcase the subtle details
that make each piece at ACH a story worth telling.
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