Map of millionaires in Brazil, by state. Published in 2011:

http://exame.abril.com.br/economia/brasil/noticias/o-mapa-da-riqueza-no-brasil

updated in April/2009

 

The profile of the Brazilian consumer of luxury has changed a lot over the past 15 years. The number of buyers sophisticated grown dramatically. These people no longer belong only to traditional families, the very rich. In the consumer called "absolute", which consumes almost all of the highest level, there are those who buy less frequently and those who buy one time or another. These two profiles are very important because they form a huge contingent of people who at some point will exert their good taste.

Over the past two years, the effervescent Brazilian capital market has created a legion of new rich, a higher rate than any other country in the world. Data from investment bank Merrill Lynch shows 63 new millionaires per day in the country, in 2007, a jump of 55%.

The middle class in Brazil, contrary to what happens in the rest of the world, and despite the credit expansion has occurred in recent years, failed to have effective access to the luxury market. Large consumers are from the upper class, which has not yet been served in its expectation for the luxury sector.

Consumers expect the luxury market, first, quality and authenticity when purchasing a product in that niche. According to recent research conducted by Ipsus and CML, 88% of consumers expect superior quality when buying luxury products considered, 85% want to ensure the authenticity of the product, 80% want innovation, 78% want to enjoy personalized services, 74% seek live an unforgettable experience and 64% come enjoy a special relationship with the brand.

A novelty refers to the combination of luxury products considered: no surprises, with 64% of respondents quote, cars appear in the first place, followed by clothing, 49%, and jewelry at 33%. But the high standard services, such as hotels, travel and dining, with respectively 27%, 21% and 19% of the citations have already appeared in front of products such as perfumes, watches, elegant homes and food. The conclusion is that the concept of luxury represented by emotional categories involving enjoy, live and have new experiences is beginning to overcome categories "material."

The study also shows what are the items for which consumers pay more attention to the country where it was produced: alcohol (75% pay attention to that country of origin of champagne, wine 68% and 66% of distillate), followed a motor (65%), clock (60%) and perfume (58%).

With respect to countries that symbolize luxury, for Brazilians, luxury is unquestionably Europe. France remains a powerful symbol of luxury, but countries such as Switzerland, Italy and Germany are also highly valued by consumers of luxury goods in the country

The appreciation for luxury does not vary much between men and women, young and mature. What I have noticed is that the higher the consumer's income, the greater the appreciation for luxury.

Even for Brazilians, luxury means quality, but hedonism and style: for 77% of respondents, luxury is a personal reward and a way to live with style and design, to 71% is pure pleasure, and a way to express style and personality.

THE OBJECT OF DESIRE OF LUXURY Â
  decade	  Man	  Woman Â
  70	  Cars and luxury shoes Â	  Jewelry, trips to resorts
  80	  Boats and watches Â	  Designer clothes and trips to experience new cultures
  90	  Houses the most luxurious and sophisticated hotels	  Plastic surgery
  Today	  Helicopters and jets	  Wellness in sophisticated spas Â

PROFILE OF THE BRAZILIAN CONSUMER LUXURY

The consumer profile is luxury Brazilian woman, aged between 26 and 35 years, married, no children, higher education, residing in São Paulo and spend $ 5,800 in luxury items per month.   And despite being able to buy in cash, for cultural reasons, like buying parcels.

 

Source 1: Interview with President of the association of Italian luxury companies, Armando Branchini, Exam, August/2008.

Source 2: R ESEARCH "Consumer profile luxury in Brazil," Ipsos and Luxury Marketing Council (LMC), an international organization that brings together more than 800 member companies, represented by presidents and senior executives of leading brands in the luxury market around the world. For the study were conducted 800 interviews with men and women aged 18 to 60 years, consumers with high purchasing power. In addition to the quantitative stage, the study also comprises group discussions, desk research and semiotic analysis.

Source 3: Review, 17/12/2008