ATUALUXO Brazil 2011 brought together businessmen and
executives from the luxury sector and closed with record audience
numbers
The International Luxury Management Conference discussed future trends and presented results
which place Brazil as one of the most promising markets in the sector.
ATUALUXO Brazil 2011, International Luxury Management Conference, conceived and organized by
MCF Consultoria e Conhecimento, under the command of Carlos Ferreirinha, brought together on
May, 24, 25 and 26, renowned executives from companies in the national and international luxury
management market, and counted on the presence of 450 participants. During the three days of the
event, speakers and guests discussed diverse topics related to luxury management in various
sectors. For the first time, the event took place in an exclusive space, in the Pinheiros neighborhood
of São Paulo.
“What we’ve learnt and future perspectives” was the theme of this third edition, which presented as
a lesson a decade of studies on luxury management in Brazil, supplied by the knowledge, strategies
and practices of MCF Consultoria. The transformations of the market in recent times and the change
in meaning of luxury in the world also formed part of this broad view of the market. According to
Ferreirinha, “this sector is not just restricted to large brands and consumers with high purchasing
power. A new niche in the market is included in this setting; new brands and new consumers form
part of this universe which is offering more and more opportunities.”
The topics discussed made the carrying out of an analysis of the Brazilian market in this sector
possible. Besides this, four national and international research projects were presented, emphasizing
Brazil as one of the most promising and emerging markets in the luxury sector. The fifth edition of
the “Luxury Market in Brazil” research, carried out by MCF Consultoria and GfK Brasil, confirms this
scenario of expansion in the Brazilian economy. According to the study, in 2010 there was a 28%
growth in relation to 2009, with revenue of USD 8.94 billion (equivalent to BRL 15.73 billion). The
research also points to a projected growth in this sector of 33% this year.
Claudia D’Arpizio, partner of Bain & Company consultancy, presented the study, “Luxury Goods
Worldwide Market Study.” The research shows that global sales of luxury items should reach 185
billion euros in 2011, stimulated by the heating up of the American and European markets in the first
quarter, and by the steady development in the Chinese market and other fast-growing luxury
markets – including Russia, Brazil and the Middle East. These values represent an increase of 8% in
comparison to the 172 billion euros reached in 2010.
The global luxury market is in constant transformation, in its strategies and the behavioral profile of
its consumers. The “Living Luxury in Emerging Countries” survey, presented by Stéphane Truchi,
President of the Executive Council of IFOP (The French Institute of Public Opinion), commented on
this change, from the sociological point of view of luxury consumption in emerging countries and the
meaning of luxury for these new consumers. The countries in the study sample were comprised of
Brazil, Russia, India, China, Mexico and Argentina. The survey suggests that the Brazilian consumer
values American brands for the lifestyle they offer, and European brands for their cultural history.
Still within the field of the new consumer profile, the study “The Democratization of Consumption”
presented by Renato Meirelles, partner and director of Data Popular, highlights that the purchasing
power of the new middle class is 13 times bigger than the Brazilian elite. While the elite accounts for
sales of BRL 71.3 billion, the middle class is responsible for a much bigger slice, BRL 923.5 billion. This
reflects the increase in the purchasing power, income and easy attainment of credit changing the
consumer profile, and consequently, generating an increase in consumption of brands as well.
Another relevant factor is the increasing popularity of broadband internet, which opens up space for
online consumption. According to the research, in 2010 emerging internet users were responsible
for a movement of BRL 273 billion.
Young people are an important part of this number. The generation born between 1980 and 1995,
also known as the Millennials, as well as their consumer habits, was presented by Christina Smedley,
global chair of the Consumer Marketing Practice at Edelman, with the study called “8095”. According
to the study, this group represents the average of the global population, which is 28 years old. As
well as this, one of the ways to influence them is through information. It is a global generation,
multicultural and open to change. The Millennials are more optimistic about their future economic
prospects and potential earnings. For them, buying luxury items is a more conscious decision.
Besides providing diverse information of relevance to the sector and assisting the market to
understand this business activity, ATUALUXO Brazil 2011 closed with a challenge, if we really are
managing and developing the talents to meet the needs of consumers of luxury products and
services. For Carlos Ferreirinha, “this is Brazil’s time in the luxury market. The brands need to think
more and more about their strategies with consumers to create long-lasting relationships.”
In 2012, it will be possible to learn even more with the conference, at the fourth edition of the
event, which will be held for the first time in Rio de Janeiro. Also in 2012, again for the first time, the
event will take place outside of Brazil, with ATUALUXO Mexico 2012. It is a trajectory which
demonstrates the success and importance of the event, which grows and consolidates every year as
the principal event in the luxury sector in Latin America.
For more information, consult: www.atualuxo.com.br.
About MCF Consultoria e Conhecimento
MCF Consultoria e Conhecimento is a consultancy company which provides services focused on the
development of strategies for businesses in diverse areas, guiding in orientation, training and
strategic positioning, and being specialized in the management of the intangible attributes and
characteristics of business. Founded in 2001, it is a pioneer, leader and opinion maker in this sector
in Brazil and Latin America.
Edelman Significa contacts for ATUALUXO BRAZIL 2011:
Telephone:
+55 (11) 3017-5300
Daniela Pinheiro
edelmanturismo@edelman.com
Juliane Trevisan
juliane.trevisan@edelman.com
Soraia Gallo
soraia.gallo@edelmansignifica.com