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2014 brazilian luxury market report-valor luxury-lab


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2014 brazilian luxury market report-valor luxury-lab

  2. 2. According to the FMI’s forecast, Brazil will become the fifth largest economy in the world. 3rd 7th 5th 3rd Tuesday, May 6, 14
  3. 3. Largest fleet of helicopters Largest fleet of private jets Largest consumer of Yachts city of São PauloLargest seller of Ferraris Tuesday, May 6, 14
  4. 4. “Multinational companies continue to regard China as a top investment priority and Brazil as the second” *Survey conducted by PricewaterhouseCoopers with 227 chief executive officers from a cross-section if multinational companies. Tuesday, May 6, 14
  5. 5. 4,618 millionaires with total assets of US$ 865 (1,880 individuals with net assets of $30 million or more) One person in Brazil will become a millionaire every 27 minutes in 2013 78% of millionaires live in São Paulo and Rio de Janeiro Source: Wealth Report 2013 published by Wealth-X The penetration of luxury products and services in Brazil is oriented towards a 10% of the population, this is in line with estimates by FGV, a Brazilian research institute, which sized the A/B population at 20 million in 2010, with total income of $ 817billion (36% of country total). São Paulo has 21 billionaires with US$ 85 billions Rio de Janeiro 3 Source: Forbes Mag Tuesday, May 6, 14
  6. 6. The impact over final demand R$ 29,6 billion. Brazil’s economy pushing events According to The Economist, in recent years… “Brazil has been transformed from 'country of tomorrow' to ’once-in-a-lifetime opportunity.’” Source: Ernst & Young Terco – Passport to Brazil More than one million visitors are expected to travel to Rio and São Paulo for each event. Tuesday, May 6, 14
  7. 7. Tuesday, May 6, 14
  8. 8. The Brazilian luxury market is a brand new market - started in mid-90s. Before that Brazil received little attention from the international luxury goods industry, which was content to serve the market through other channels, primarily via licensing with local production For years, Brazilians had access to luxury goods through friends, who imported luxury products in their suitcases from their trips abroad. This is how the São Paulo-based luxury emporium Daslu was founded, before growing into a increasing superrich elite in 90’s. Since the opening of the market , Brazil has had a long history of success when it comes to international brands in almost all segments of the economy. International major players are: Tiffany’s, Louis Vuitton Group, Gucci, Giorgio Armani, Zegna, Dior, Cartier, Ralph Lauren, Salvatore Ferragamo, Dolce&Gabbana, Tommy Hilfiger, Marc Jacobs, Lacoste, Emporio Armani, Hugo Boss, Montblanc, Mercedez Benz, BMW, Ferrari, Burberry, Rolex. Ralph Lauren licensing operation closet in 2003. Tuesday, May 6, 14
  9. 9. During the recent global economic crisis, many international luxury brands diverted an important part of their investments to the most important emerging markets, with a special focus in the so-called BRIC countries. As a result of that, Brazil has experienced a remarkable growth in the number of new international luxury brands with local operations, as well as the presence of existing ones, mostly through the opening of new stores. The most significant growth of the luxury market was due to the huge investments in new shopping malls in São Paulo City, these investments focused on luxury and high end markets like Shopping Cidade Jardim (2008), JK Iguatemi (2012) and the existing Iguatemi Mall. International luxury brands like Chanel, Gucci, Prada, Hermes, Bottega Veneta, Miu Miu, and Tory Burch entered the Brazilian market with direct investment. There have been another 90 new retail openings since 2008. Tuesday, May 6, 14
  10. 10. São Paulo São Paulo N Shop. Cidade Jardim Shop. Iguatemi Oscar Freire e região Av. Europa(2) Shop. JK Iguatemi(3) Luxury brands yet do not extend their business beyond three main cities: São Paulo, Rio de Janeiro and Brasilia. Store Openings 38 Flagship stores opened in São Paulo in the last two years. 127 International Brands entered Brazil in the last tree years. R$ 2 billion in investments for the opening of new stores in 2012. Tuesday, May 6, 14
  11. 11. A staggering 35 % of Brazil’s GDP is comprised of taxes, higher than United States (24,8%) and Argentina (29%). Lower than France (43,1%) and (36,0%) England Government bureaucracy an complex system of taxation will require local expertise Limited retail infrastructure as Brazil has very few high-end department/multibrand stores. The majority of high-end brands sell through mall-based mono-brand stores and e-commerce. A very complex taxation system in addition to being a highly bureaucratic country and complex demand makes local expertise mandatory for a successfully managed operation. Tuesday, May 6, 14
  12. 12. Tuesday, May 6, 14
  13. 13. access emergent absolute next gen Tuesday, May 6, 14
  14. 14. 1. are very brand conscious, well informed and traveled. 2. are very familiar with international luxury brands and they care about quality and exclusivity 3. are influenced by European culture and style, and by the American casual fashion style and consumption standards. Despite Brazilians love of the casual fashion style, they like to dress up. “Wealthy woman in Brazil is completely fashion oriented, follow American Vogue and knows everything about fashion”. enjoy authenticity and is opened to new consumer experiences Tuesday, May 6, 14
  15. 15. Brazil has always had it’s selected group of “nouveau riche”. This group of people is distinguished by their extravagant tastes and for their tendency to emphasize their social condition. Tuesday, May 6, 14
  16. 16. A1 42 - 46 20.977,60 10,488.00 A2 35 - 41 12.708,94 6,354.00 B1 29 - 34 7.437,62 3,718.00 B2 23 - 28 3.729,16 1,859.00 Source: IPC MAPS 2013 Brazilian median household income in R$ Reais and US$ Dolar rate US$ 1.00 R$ 2,00 R$ US$ Tuesday, May 6, 14
  17. 17. Credit facilities - in Brazil you can buy everything by payment plan, even luxury goods [70% of purchases in the luxury sector are divided into installment payments on credit card or checks] Customer’s recognition of the superiority of imported products. Regional Customization Tuesday, May 6, 14
  18. 18. When it comes to purchasing expensive items, consumers service is the key influential factor: Personal Shoppers... Personalized Products... Private Sales, Events for Special Clients... Brazilian clients tend to develop a long term relationships with their favorite sales person Customer service is also a magnet for shopping Brazilians do shop abroad, usually on vacation or shopping trips MIAMI and NEW YORK being the two most frequented cities Regional Customization Tuesday, May 6, 14
  19. 19. Tuesday, May 6, 14
  20. 20. BRAZIL 2014 - LUXURY MARKET INTELLIGENCE REPORT Tuesday, May 6, 14