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“Doyou treat
yourself?”
MÁRIOE.RENÉSCHWERINER
pagE 22
It looks like luxury is a theme that
is here to stay. Almost every type of
media brings some new information
about it.
Sometimes it is a fashionable Mall
that inaugurates an alley dedi-
cated to fancy shops; or a new
MBA course in a first-rate school;
or the item that Brazil is becoming
an important market for luxury
goods and services. But what is
luxury – in fact?
More quality? Refinement? Privile-
ge? High price? Sophistication? Do
customers know what really is a
luxury product? And do companies
know how to distinguish amidst
several customer profiles, in rela-
tion to their expectations about
luxury goods? The articles offers
some clues whichmay help clarify
such questions.
The luxurybusiness in
RiodeJaneiro
ALEXANDREMATHIAS
CARLOSFERREIRINHA
pagE 32
The city of Rio de Janeiro, as well as
Brazil as a whole is in the receiving
end of investments in luxury, with an
average growth of 33% yearly. In a
recent meeting, there, companies
such as Diesel, LouisVuitton, Espaço
Lundgren, L’Oréal, Christian Dior,
Cartier, H. Stern, Zegna, Dolce-
&Gabbana, and Moët Hennessy,
among others, sent representatives to
talk about brand management,
customer relationship and product
launches.Permeating thedebatewere
thepeculiaritiesof the
carioca
capital,
with its own ways of consuming
luxury itemsand thediscussionofnew
concepts such as “masstige” – the
junction of the words mass and
prestige,meaning luxuryproducts that
become more available to the mass
market. Theparticipants in this event,
held in November at the Cesar Park
Hotel – “The luxury business in Rio
de Janeiro”, agreed as to the impor-
tanceof knowingyour targetwell and
investing in personalized care. As to
the challenges: how to create new
customers, new distribution channels
andever improve theservicestructure.
Impulsebuyingof a
Penthouseapartment
ERNESTOMICHELANGELOGIGLIO
pagE 40
With data obtained in an interview
– about thepurchaseof apenthouse
apartment in a fashionable living
area of the city of São Paulo – the
authorpresentshisconsiderationson
another conceptual lineon impulse-
buying, based on a model of con-
sumption-by-stages. In specialized
litterature, the concept of impulse-
buying is presented in three ways:
as non-planned buying, as an act
determined by emotion and plea-
sure, or motivated by compulsion,
in the sense of lack of control. The
case under study has distinctive
characteristics, which do not fit any
of these classifications.
The subject presented a personal
story of experience with living
quarters devoid of privacy, he had
an expectation about a place of his
own, and had his own special
process of selecting products that
were always beyond his immediate
means.
Theseprocesses–whichcharacterize
the stages of experiences, expec-
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