In Rua Oscar Freire being seen is an art in itself, beware of paparazzi! The other main activity, luxury shopping, happens to be the core of Vera Lopes’ profession as CEO of the Luxury Marketing Council (LMC) Brazil.
She kicks off: “Before the Brazilian luxury market opened up, consumers only had access to luxury goods through friends who brought products in their suitcases from trips abroad. From the mid-90s, when international brands became available, glamour loving Brazilians soon lined up to purchase their Gucci, Dior, Mercedes Benz, Rolex etc.
“But in the country with the largest fleet of private jets and helicopters in the world, brands need to adapt other marketing strategies than just being here. That is where the Luxury Marketing Council comes in.”
“So what is the main role of the Luxury Marketing Council?” I ask.
“By sharing knowledge the council helps international brands doing business successfully in Brazil, by adapting other marketing strategies. In order to break through the complexity of the market, we create partnerships with national brands. Like Volvo and the São Paulo Iguatemi shopping mall who co-organized the end of the year promotion in 2013.
“And we played a role in a glamorous fundraising gala for amfAR, the Foundation for AIDS research. Featuring film stars and super models like Mary J. Blige and Naomi Campbell, the event raised $ 2.8 million.
“Are you working on something new at the moment?”
“Yes, I am. Together with my partners from Casa Petra, I took the initiative to organise a two-day conference, ‘Luxury Next’ in Sao Paulo this November. We wanted to create a gathering with high relevance for the current status of the Luxury market in Brazil. In 2008, shopping mall Cidade Jardim opened its doors offering three international luxury brands, Jimmy Choo, Gucci and Hermes. In april 2012, four years later, shopping JK opened, with 40 international luxury brands from the start.
“This development has continued to today and we think it is important to discuss what will be next. We want to know what is happening after the ‘big boom’ of international luxury brands here in Brazil. What’s next, that’s the question we want to get answers to during the event. We are inviting experts from eight different categories to shed their light on What’s Next in their area of expertise.
“And actually, I wanted to invite CoolBrands to talk about What’s Next in the area of Online Personal Management, so if you have the time…”
“Of course, we will be there, I am curious to learn What’s Next in Luxury as well!”