'The luxury market in Brazil: an analysis of its complexity'
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/19450 |
Resumo: | The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such as the opening to new markets (Asia, Middle-East and so on), the increasing purchase power of consumers and the presence of much more differentiated products. After having clarified the definition of luxury and of its implications, the thesis will indeed present a global market analysis of the current situation and of the future trends. However, in Brazil luxury’s sector is facing challenging times, as the reports provided by consulting firms demonstrate. In fact, the profile of the Brazilian consumer is very peculiar and so it requires strategies ad-hoc. Moreover, the challenges of the market are many such as the attitude of spending outside Brazil, the counterfeiting, the high interest rates and many others. By the way, Brazil also represents a unique opportunity for international and local luxury brands, given to its increasing wealth and to a youthful generation of shoppers. That’s why, the thesis will also provide some effective tools for luxury companies to overcome the difficulties of the market and to catch all its potentials. As integration, practical cases of foreign luxury brands entering in Brazil are provided (Diesel, Zara, C&A and l’Occitane): these firms had found successful way to exploit the Brazilian market. Finally, the research deals with the case of the only Brazilian luxury brand able to expand outside: H. Stern. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. This experience is analysed through a conceptual framework about Internalization’s strategies provided at the beginning of the research thesis. |
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Ruggiero, Lorenzo deEscolas::EAESPRochman, Ricardo RatnerGelis Filho, AntonioPrado Junior, Servio Tulio2017-12-21T12:39:03Z2017-12-21T12:39:03Z2017-12-20http://hdl.handle.net/10438/19450The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such as the opening to new markets (Asia, Middle-East and so on), the increasing purchase power of consumers and the presence of much more differentiated products. After having clarified the definition of luxury and of its implications, the thesis will indeed present a global market analysis of the current situation and of the future trends. However, in Brazil luxury’s sector is facing challenging times, as the reports provided by consulting firms demonstrate. In fact, the profile of the Brazilian consumer is very peculiar and so it requires strategies ad-hoc. Moreover, the challenges of the market are many such as the attitude of spending outside Brazil, the counterfeiting, the high interest rates and many others. By the way, Brazil also represents a unique opportunity for international and local luxury brands, given to its increasing wealth and to a youthful generation of shoppers. That’s why, the thesis will also provide some effective tools for luxury companies to overcome the difficulties of the market and to catch all its potentials. As integration, practical cases of foreign luxury brands entering in Brazil are provided (Diesel, Zara, C&A and l’Occitane): these firms had found successful way to exploit the Brazilian market. Finally, the research deals with the case of the only Brazilian luxury brand able to expand outside: H. Stern. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. This experience is analysed through a conceptual framework about Internalization’s strategies provided at the beginning of the research thesis.O objetivo da presente tese de pesquisa é investigar o mercado de luxo no Brasil e como a marca pode sobreviver nesse contexto. Em todo o mundo, este setor está se tornando cada vez mais crucial, devido a muitos fatores, como a abertura a novos mercados (Ásia, Oriente Médio e assim por diante), o crescente poder de compra dos consumidores e a presença de produtos muito mais diferenciados. Depois de ter esclarecido a definição de luxo e suas implicações, a tese apresentará uma análise de mercado global da situação atual e das tendências futuras. No entanto, no Brasil, o setor de luxo está enfrentando tempos difíceis, como demonstram os relatórios fornecidos pelas empresas de consultoria. De fato, o perfil do consumidor brasileiro é muito peculiar e, portanto, requer estratégias ad-hoc. Além disso, os desafios do mercado são muitos, como a atitude de gastar fora do Brasil, a contrafação, as altas taxas de juros e muitos outros. Por sinal, o Brasil também representa uma oportunidade única para marcas de luxo internacionais e locais, dada a sua riqueza crescente e a uma geração jovem de compradores. É por isso que a tese também fornecerá algumas ferramentas eficazes para as empresas de luxo para superar as dificuldades do mercado e conquistar todos os seus potenciais. Como integração, são fornecidos casos práticos de marcas estrangeiras de luxo que entram no Brasil (Diesel, Zara, C & A e L’Occitane): essas empresas encontraram formas bem-sucedidas de explorar o mercado brasileiro. Finalmente, a pesquisa trata do caso da única marca de luxo brasileira capaz de se expandir para fora: H. Stern. Aproveitando esta experiência, podem ser fornecidas informações estratégicas úteis às marcas que desejam seguir esse caminho. Aproveitando esta experiência, podem ser fornecidas informações estratégicas úteis às marcas que desejam seguir esse caminho. Esta experiência é analisada através de um quadro conceitual sobre as estratégias de internalização fornecidas no início da tese de pesquisa.engMarket of luxury in BrazilStrategyLuxury consumerCase studyMarketingMercado de luxo no BrasilEstratégiaConsumidor de luxoEstudo de casoDesenvolvimento de marcaCiência políticaObjetos de luxo - ComercializaçãoComércio varejistaMarketingComportamento do consumidor'The luxury market in Brazil: an analysis of its complexity'info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVTEXTFGV Master Thesis - Final - PDF.pdf.txtFGV Master Thesis - Final - PDF.pdf.txtExtracted texttext/plain101618https://repositorio.fgv.br/bitstreams/9f2d3519-934a-4c3c-93c8-ddd07a79d1da/download03faf09970e993c7ea9bc792fc385dc3MD55ORIGINALFGV Master Thesis - Final - PDF.pdfFGV Master Thesis - Final - 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|
dc.title.eng.fl_str_mv |
'The luxury market in Brazil: an analysis of its complexity' |
title |
'The luxury market in Brazil: an analysis of its complexity' |
spellingShingle |
'The luxury market in Brazil: an analysis of its complexity' Ruggiero, Lorenzo de Market of luxury in Brazil Strategy Luxury consumer Case study Marketing Mercado de luxo no Brasil Estratégia Consumidor de luxo Estudo de caso Desenvolvimento de marca Ciência política Objetos de luxo - Comercialização Comércio varejista Marketing Comportamento do consumidor |
title_short |
'The luxury market in Brazil: an analysis of its complexity' |
title_full |
'The luxury market in Brazil: an analysis of its complexity' |
title_fullStr |
'The luxury market in Brazil: an analysis of its complexity' |
title_full_unstemmed |
'The luxury market in Brazil: an analysis of its complexity' |
title_sort |
'The luxury market in Brazil: an analysis of its complexity' |
author |
Ruggiero, Lorenzo de |
author_facet |
Ruggiero, Lorenzo de |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Rochman, Ricardo Ratner Gelis Filho, Antonio |
dc.contributor.author.fl_str_mv |
Ruggiero, Lorenzo de |
dc.contributor.advisor1.fl_str_mv |
Prado Junior, Servio Tulio |
contributor_str_mv |
Prado Junior, Servio Tulio |
dc.subject.eng.fl_str_mv |
Market of luxury in Brazil Strategy Luxury consumer Case study Marketing |
topic |
Market of luxury in Brazil Strategy Luxury consumer Case study Marketing Mercado de luxo no Brasil Estratégia Consumidor de luxo Estudo de caso Desenvolvimento de marca Ciência política Objetos de luxo - Comercialização Comércio varejista Marketing Comportamento do consumidor |
dc.subject.por.fl_str_mv |
Mercado de luxo no Brasil Estratégia Consumidor de luxo Estudo de caso Desenvolvimento de marca |
dc.subject.area.por.fl_str_mv |
Ciência política |
dc.subject.bibliodata.por.fl_str_mv |
Objetos de luxo - Comercialização Comércio varejista Marketing Comportamento do consumidor |
description |
The aim of the present research thesis is to investigate the luxury market in Brazil and how brand can survive in such context. All over the world this sector is becoming more and more crucial, due to many factors, such as the opening to new markets (Asia, Middle-East and so on), the increasing purchase power of consumers and the presence of much more differentiated products. After having clarified the definition of luxury and of its implications, the thesis will indeed present a global market analysis of the current situation and of the future trends. However, in Brazil luxury’s sector is facing challenging times, as the reports provided by consulting firms demonstrate. In fact, the profile of the Brazilian consumer is very peculiar and so it requires strategies ad-hoc. Moreover, the challenges of the market are many such as the attitude of spending outside Brazil, the counterfeiting, the high interest rates and many others. By the way, Brazil also represents a unique opportunity for international and local luxury brands, given to its increasing wealth and to a youthful generation of shoppers. That’s why, the thesis will also provide some effective tools for luxury companies to overcome the difficulties of the market and to catch all its potentials. As integration, practical cases of foreign luxury brands entering in Brazil are provided (Diesel, Zara, C&A and l’Occitane): these firms had found successful way to exploit the Brazilian market. Finally, the research deals with the case of the only Brazilian luxury brand able to expand outside: H. Stern. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. Leveraging on this experience, useful strategic insights could be provided to brands willing to follow this path. This experience is analysed through a conceptual framework about Internalization’s strategies provided at the beginning of the research thesis. |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-12-21T12:39:03Z |
dc.date.available.fl_str_mv |
2017-12-21T12:39:03Z |
dc.date.issued.fl_str_mv |
2017-12-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/19450 |
url |
http://hdl.handle.net/10438/19450 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/9f2d3519-934a-4c3c-93c8-ddd07a79d1da/download https://repositorio.fgv.br/bitstreams/18f43520-aeed-44aa-bb47-f235f71f7f54/download https://repositorio.fgv.br/bitstreams/bd77bc80-245b-4d2d-bf2d-b38416fc79e9/download https://repositorio.fgv.br/bitstreams/ab39cab4-f690-4fc9-aa55-3b27f249b2ad/download |
bitstream.checksum.fl_str_mv |
03faf09970e993c7ea9bc792fc385dc3 168294310984bcd8986173f0e9e77fdb dfb340242cced38a6cca06c627998fa1 4fe87696caf3352eeaff2d35ad56cf6b |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
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1813797679749136384 |