updated in April/2009

LUXURY IN THE WORLD

 

The luxury sector, which went untouched for the last two world recessions, expected to grow only 3% in 2008 from an average of 10% over the past five years. For 2009, the forecast of the industry, the $ 250 billion, is reduced. This framework has led the major brands in the world to seek new markets in emerging countries - Brazil, India, Russia and China. In emerging markets, there is an expectation of growth of the luxury market in the Middle East, which showed strong growth over the past five years, South Korea, Singapore and Malaysia.  

A study by consulting firm Bain & Company shows that the luxury market in emerging countries is expected to grow 25% over the next five years. The Brazilian market, with sales estimated at $ 1.6 billion a year, is what must register the highest number in that period: 35%.

Source: Bain &   Company, published in Review, 17/12/08

Source: Bain &   Company, published in Review, 17/12/08

BRAZILIAN LUXURY SECTOR

 

Brazil was invaded by luxury brands in 2008 - 20 brands opened their own operations in the country, almost double the amount in 2007. Studies of the consulting firm Bain & Company estimates that more than 50 luxury brands should be established in Brazil in the next five years. And the brands that have arrived have ambitious plans for expansion.

In Brazil, the most traded products are fashion, drinks, watches and jewelry, cosmetics and hotels.

Despite the good growth prospects in the coming years, Brazil is still far from becoming a center of consumption of luxury with international relevance. One of the major impediments to growth in the luxury sector in Brazil is the high tax burden imposed on luxury goods - around 60%. In China and India, for example, the average rate for luxury goods is 20%.  

The luxury goods sold in Brazil can cost 30% more than in markets such as Europe   and the United States.

 

"Simplicity is the ultimate sophistication."

                     Leonardo da Vinci

 

Source: Our main source was the matter of outstanding journalist Marcia Bindo to the Simple Life magazine, issue 60, pages 32-39. We recommend reading.

 

Source: Interview consultant Armando Branchini   and President of the association of Italian luxury companies the exam, August/2008, Research MFC 2008.

THE LUXURY OF TIMES CURRENT

 

The definition of luxury is the product or service traditionally scarce, unique, accessible to few manufacturing craft, tailored for sophisticated tastes, accompanied by a designer brand, an industry that dictates what should be marked to belong to a variety superior to all others.

The luxury is undergoing a re-read in modern times and is now also synonymous with something that has a value sense and not imposed by a consumer industry, it is relative, each individual perceives it to your order. The luxury ceases to be synthesized only by the appearance and social significance to also be synonymous with the essence of personal significance. The significance is related to personal moments and sensations increasingly difficult to be performed mainly by the lack of time of stressful modern life.

The "articles" are related to emotional luxury to have more time with loved ones, realize personal projects, moments of relaxation, meditation, leisure, enjoying nature and natural resources, increasingly scarce. It is a source of redemption for the luxury, which emerged in the Middle Ages in rituals that primitive societies did to their deities - offering food, gifts, special dances to move the gods and get guidance. The objects offered were called light objects, or objects of luxury.

In the Renaissance luxury loses its emotional significance and becomes symbolized by objects sumptuous and exclusive aristocracy. In the bourgeois revolution, which marks the beginning of the consumer society, the luxury object becomes a symbol of distinction of social classes, and remains so till today.

Today, in times of globalization, democratization of fashion - the clothes is no longer used to distinguish social upward mobility of non-rich - people who do not belong to traditional families with last names do not have great wealth but are prominent professionals - they are musicians, cooks, advertisers, architects, and the traditional luxury does not cease to exist, but coexist with the new luxury - emotional.