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Novel Luxury: Made in Brazil

In: Luxury Brands in Emerging Markets

Author

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  • Jonas Hoffmann

Abstract

The rise of Brazilian luxury brands, not only in Brazil, but in other international markets, has created new and significant market opportunities. However, challenges will need to be overcome if Brazilian luxury brands are to succeed in an increasingly cluttered and competitive brand environment. This chapter gives an overview of the Brazilian luxury market, highlighting consumers’ perceptions of luxury brands. This will follow with a framework identifying possible paths for building Brazilian luxury brands.

Suggested Citation

  • Jonas Hoffmann, 2014. "Novel Luxury: Made in Brazil," Palgrave Macmillan Books, in: Glyn Atwal & Douglas Bryson (ed.), Luxury Brands in Emerging Markets, chapter 2, pages 17-25, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33053-6_3
    DOI: 10.1057/9781137330536_3
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