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How does the luxury Market work in Brazil?
Luxury brands have moved into Brazil recently. The luxury market is still very young, it began in 1992 with the opening of the market, settling down in 2007. The market had grown up because we consume many luxury products; Shopping Cidade Jardim and JK in Sao Paulo, are a proof of that. The 60% of all luxury brands are found in there and the other 40% are coming as the Olympics have given a major boost. Our luxury is in gastronomy, nautical, business aviation and among many other areas. Most of them are in São Paulo and, every day, come up 33 millionaires in Brazil. Many rich Brazil comes from countryside. The city of Annapolis, for example, has the highest concentration of millionaires. At first, they want to bear the marks; then they become aware and realize that they want the brand for quality, durability, uniqueness. They become experts, which is quite different from mere consumers. What is missing in the Brazilian luxury market is respect for the culture of every consumer of luxury. It is necessary to identify, for example, that the consumer of São Paulo gets dressed to go shopping, they love to be pampered and become friend with the seller. The client of Belo Horizonte and the Southern States, do not like the seller to get around, they don´t like this intimacy. The consumer of Rio de Janeiro has the habit of going to the luxury shopping with swimwear. Besides identifying domestic consumer, it is necessary to know the foreign consumer culture, because without an excellent service there is no success. It must be friendly, give attention to the details, to have an international experience and ability to adapt to changes in the globalized world, which are currently rapid and constant. The staff training is extremely necessary, including the owner of the luxury companies as everyone involved must learn that each customer is special, different from the others, seek personalized service, and charmed them. How did the idea of writing a book about this market occur? As I am a lover of books, I read almost everything that existed about luxury market and noticed that there was not a specific book on the luxury market in Brazil. It was when I decided to devote two years to write the book “The Luxury Market in Brazil: Trends and Opportunities”, released in 2012 by the publisher Seoman. I was glad to have the presence of Gilles Lipovetsky at the inauguration; it was an indescribable emotion. With the book successfully and Brazil being the emphasis, as it would host two major world events: the World Cup and the Olympics, the British publisher Palgrave Macmillan invited me to launch a book in English, so I could hold another dream. In 2014, I launched
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the book “The Luxury Market in Brazil” in London, which was marketed worldwide and has opened many doors, gates and dump in my career. I granted an interview to the Financial Times and I was invited to participate in TV programs. Do you feel fulfilled? I am sure I´ve chosen the right career, I´ve always liked to dream and I was always chasing my dreams, I never had plan B in my life, so the plan A have always to go right. I´ve learned that in life, we cannot dream alone, high dreams are always shared, so that means to fly higher I would need to help people achieve their dreams. That is what I am glad and love doing it, which is my job to realize the dreams of people so I can achieve my dreams as well. market?
What does the future hold for the luxury
In the next five years, we will have a new airport with better duty free structure and business first class up to the millionaires, a less slow customs and perhaps cheaper taxes. We would be acquiring the culture luxury that we never had, identifying the luxury codes have changed. We might be more aware that luxury is experience, knowledge, culture. We might identify also that luxury is getting simpler, that even the Pope, who used to dress in clothes from Dior, is now wearing clothes made by a Vatican tailor. What are your projects for 2017? In 2017, I hope the Universe keeps helping me! I am going to release two books, continue teaching courses and lectures for companies in several cities in Brazil, besides of I have already closed the date of the next Immersion Course of Luxury Management in Paris, which will take place from 24 September to 4 August 2017. Apart from these commitments, I want to be happy the whole year! Those are my plans.