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universe onr universe one | B E N T L E Y | H U S S E I N C H A L A Y A N K A R L L A G E R F E L D |
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Seja único, seja internacional!
Que futuro
“A Esc o Alphav la Internacio ille, atr avés d nal de Janela o novam s para o Futu projeto en ro as 10 te seleciona foi d E 10º Prê scolas finali a entre stas d mio Es o co concu rso pro la Voluntária , m o Rádio vido p e Bande irantes la ”
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Ofereça o melhor, uma escola que faz a diferença. - Educação Internacional: português, inglês e espanhol. - Educação infantil, ensino fundamental e ensino médio. - Especializada na formação dos futuros líderes e empreendedores. - 30% dos alunos aprovados, sem cursinho, em Universidades públicas como USP, UNESP, UNIFESP, etc. - 70% aprovados, sem cursinho, nas principais universidades particulares como IBMEC, FGV, ESPM, FAAP e Faculdades de Medicina. Educação, o único investimento seguro! Escola Internacional de Alphaville, uma escola única e especial como seus filhos! www.escolainternacional.com.br - Informações: (11) 4134-6686
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!"#$%& !"#$%&$'&('#!%!"#$%)&!*(&+&,'!(-.$/ Nesta edição, decidi abordar um tema emergente e polêmico: a superexposição dos produtos de luxo no mercado. Este assunto, que ganha destaque entre os gestores das marcas, é uma questão administrada por todas as empresas que possuem seu crescimento ligado ao desejo de consumo. Como, quando e com qual frequência as marcas devem mostrar suas criações afim de despertar o desejo no consumidor? Escolhi dois exemplos que ilustram bem o assunto: O primeiro, é um caso que ilustra o ponto de vista negativo da superexposição. Em entrevista a revista Vogue inglesa, Tom Ford — hoje no comando da grife que leva o seu nome e conhecido pelo seu trabalho como diretor de criação da Gucci – diz que hoje em dia, a pressa para expor os produtos, tendências e novidades é tão grande, que antes mesmo das peças chegarem nas lojas, o consumidor já está cansado de vê-las. Já deixaram de ser novidade. A roupa é criada, mostrada em desfiles, eventos, e em seguida é vestida por uma celebridade internacional. A maciça cobertura da mídia divulga as fotos com as imagens dos produtos para todo o mundo. Em minutos, as peças estão em matérias na internet, jornais e revistas internacionais. Essa superexposição, no anseio de conquistar primeiro a atenção e desejo do consumidor, está desgastando o desejo de compra. Quando a peça chega ao mercado, ela já foi tão exposta, que não transmite mais a sensação de novidade, e em
alguns casos, pode até gerar no consumidor, um desejo de aguardar o próximo lançamento. Os consumidores de grifes buscam o novo, a sensação de descoberta, que é o grande impulsionador deste mercado. Quem consome o lançamento das marcas, tem seu impulso de consumo alimentado pela emoção de sair na frente da maioria das pessoas. Ser exclusivo. O segundo exemplo, apresenta um ponto de vista positivo da superexposição. A Apple Inc. — conhecida por trabalhar excessivamente a mídia nos lançamento dos produtos — e os clássicos exemplos dos lançamentos do iphone 4 e Ipad. A marca conseguiu despertar um desejo quase que irracional nas pessoas de quererem ser os primeiros a terem o seu produto. As filas enormes para a compra do iphone 4 nos primeiros dias são massivamente divulgadas na mídia internacional e aumentam ainda mais a verdadeira “febre” de consumo. No Brasil, o primeiro comprador do iphone 4 teve até sua foto divulgada em jornal, sites e revistas pelo simples fato de ter comprado o aparelho primeiro. Nos Estados Unidos, Steve Jobs já é conhecido pela expectativa gerada pelos seus shows de coletiva de imprensa em que apresenta suas novas invenções. A mídia de todo o mundo, divulga a cobertura do evento. Estes dois casos, mostram com clareza, que os paradigmas de consumo são desafiados a todo instante, ao mesmo tempo que, a busca do ser humano pelo prazer permanece como uma característica dominante. As empresas de luxo necessitam mais uma vez, usar genialidade para encontrar o equilíbrio entre exposição, sedução e desejo para atingir os resultados esperados. ! Reynaldo Pasqua é Diretor Online da CARMIM. reynaldo@post.harvard.edu
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criador & criatura As pinturas de Gustavo Rosa ganham o brilho radiante das joias da designer Cris Porto
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ANEL MELANCIA
Feito de ouro branco, diamantes, rubi, safira e savorita. Uma das peças mais luxuosas da coleção. $%&%'()*#!+#
BRINCO PEIXE
As mĂŁos talentosas de Cris Porto transportam a obra o Gato Comeu para um par de brincos de ouro branco e diamantes, absolutamente inconfundĂvel. Uma safira azul e um rubi caracterizam as sutilezas dos personagens de Gustavo Rosa. ,-#$%&%'()*
ANEL SÃO PAULO MADAM
O quadro São Paulo Madam, mostra uma senhora de classe que passeia com seu chapéu a la Oscar Freire. O anel de Cris Porto é uma combinação de ouro branco, esmalte nas cores da obra, diamantes negros e brancos intercalados. $%&%'()*#,.#
PINGENTE MENINA
De ouro branco, mesclando tons de safiras laranja, amarela e azul, além de esmalte, savorita no buquê de flores, e rubi e safira rosa monocromáticas bicolor para o vestido, este pingente é uma homenagem completa ao quadro Menina. ,!#$%&%'()*
PINGENTE MENINO
De ouro branco ecom detalhes em esmalte, o menino gordinho com olhar desconfiado do quadro Menino, é retratado em um pingente trabalhado em vários tons de azul. A roupa mescla a pintura das artes plásticas. $%&%'()*#,,#
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city of stars Exposição exclusiva revela uma coleção de fotografias de estrelas renomadas na lendária cidade de Londres !"# $% &'(& $) (*"+,(
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CHAPÉU
GABRIELE WENZEL. CASACO DE SEDA LECOANET HEMANT
VLUSA E CALÇA
STINE GOYA. CINTO E PULSEIRA ETRO. SAPATOS SALVATORE FERRAGAMO
SAIA DE FLANELA E LUVA DE PELE
MAX MARA. PULSEIRA CHANEL VINTAGE. TOP: VINTAGE & LOVE. COLAR SABRINA DEHOFF
CASACO DE SEDA
LECOANET HEMANT. SAPATOS ETRO
VESTIDO WALÉRIO ARAÚJO. BOLERO NOIR. BRINCOS VICENZO RAPHAELO. ANEL MENTA DESIGN
VESTIDO
LECOANET HEMANT. PULSEIRA CHANEL VINTAGE. SAPATOS ETRO
VESTIDO E CINTO
VINTAGE & LOVE.VESTIDO SAPATOS CARLA SALVATORE GASPAR.FESTOLA ERRAGAMO VITOR ZERBINATO. BRINCOS FABRÍZIO GIANNONE
COLAR BRANCO E PRETO SABRINA DEHOFF. VINTAGE & LOVE
BLUSA E CALÇA
STINE GOYA. PULSEIRA E CINTO ETRO
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