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Palgrave Macmillan

The Luxury Market in Brazil

Market Opportunities and Potential

ISBN 9781137432544
Publication Date June 2014
Formats Hardcover Ebook (PDF) Ebook (EPUB) 
Publisher Palgrave Macmillan

The luxury industry is dynamic, unique and truly global. Over the years, it has seen a fascinating development of rapid and significant growth in emerging markets. Emerging markets which have been a source of growth for leading luxury brands such as Louis Vuitton, Chanel, Cartier, Prada, and Gucci. Market data suggests that emerging markets will continue to be an attractive destination for foreign investment. There is, however, no guarantee of success. In a global context, it is critically important for luxury researchers and marketers to understand the dynamics of the Brazilian luxury market.

The Luxury Market in Brazil provides a holistic and practitioner approach to luxury marketing in Brazil. The book analyses the key challenges and opportunities facing luxury brands, while providing an insight into the skills and competencies to develop and implement effective luxury marketing strategies that are specific to the market in question. It can be assumed that there is no one-fit-all strategy for Brazil. Each market is truly unique and distinctive, and strategies will need to be adapted to these markets. The book explores this concept by offering both a research and management perspective of luxury marketing in Brazil.

Claudio Diniz is the Vice-Coordinator for the Luxury Commission at the French Chamber of Commerce, Brazil, the Coordinator of the MBA in Luxury Management at two Universities in Brazil, and is the CEO at Maison du Luxe, a consultancy specializing in events management expertise. He writes a monthly column on luxury trends and insights for Luxus Magazine and is author of O Mercado do Luxo no Brasil: Tendências e Oportunidades (Seoman). Claudio holds an MBA in Luxury Management from Faap University in São Paulo, Brazil, and has studied at the London College of Fashion, UK, and ESSEC Business School, France

1. The Luxury Universe
2. The Global Luxury Market
3. The Luxury Market in Brazil
4. Who Are the Luxury Consumers in Brazil?
5. Communication, Advertising and Events
6. Distributing Luxury Products and Services in Brazil
7. The Wealthiest and Most Powerful Cities in Brazil
8. Challenges for the Luxury Market in Brazil
9. The Potential of the Brazilian Luxury Market
10. Successful Brazilian Enterprises
11. The Future for Brazil and Its Luxury Market
12. How to Participate in This Market, as an Entrepreneur or an Employee
13. Conclusion


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