Brazil and the new luxury: an analysis of the consumption and creation of luxury apparel and accessories in Brazil

Abstract

This research investigates how a rising nation’s consumers and producers are defining their relationship with luxury apparel and accessories. In the context of these products it seeks to identify the core attributes required to merit the luxury soubriquet, in order to arrive at a contemporary definition that also encompasses the impact of branding both of product and place of origin.

Luxury consumption accompanies rapid economic growth and the BRICs (Brazil, Russia, India, China) have become significant markets for luxury apparel and accessories. The subject of the study is Brazil, which after China is the second largest market among the emerging economies for luxury goods at £4.3 billion.

A purpose of this study is to consider the background to the consumption of luxury apparel and accessories in Brazil, how this is influenced by the youthful and dynamic nature of this nascent market and how it is served by foreign luxury brands. It addresses the distinct cultural values of the Brazilian market in seeking to identify the main factors and trends that dictate these brands’ behaviour; it goes on to advocate measures they might take to sustain and develop their presence in response to the changes wrought by a maturing market and the expectations of a more discerning consumer.

By contrast this study will also focus on the potential for growth in the creation of luxury apparel and accessories originating from Brazil, to identify, through the use of exemplars from home and abroad, how it might offer a new luxury that is distinctive and guilt-free and will have resonance with luxury consumers beyond its shores. This offers a signpost towards redressing the dominance of foreign luxury brands as the domestic luxury market matures. Cultural identity and the perception of luxury are constantly evolving and in this context Brazil has a further opportunity to mediate and ameliorate its competitive identity by embracing the new luxury.

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