BRAZIL
Modern, dynamic and intelligent. Brazil is not only growing in leaps and bounds, it is setting a lofty example for other growing nations to follow. While India and China explode, Brazil offers a sophisticated and unmissable opportunity for the growth of the most intelligent luxury companies.
THE MARKET
Unlike other fast growing markets, Brazil is growing intelligently with a focus on sustainability and creativity.
El Ibirapuera, Sa천 Paulo
Sergio Rodrigues
The country has a well-established art and design culture that, much like in Italy, is an important and integral part of daily life.
Galeria LEmE, Sa천 Paulo
As a result, urban Brazilians are discerning and advanced consumers of luxury, on par with Europeans and North Americans.
Brazil’s fashion culture is one of the most experimental and forward-looking in the world. It is fast becoming an epicenter for trends research and design inspiration.
A geographically stunning country with several dynamic and modern cities, this is a nation of proud citizens. It follows that businesses operating in Brazil demonstrate an understanding and appreciation of what makes it special.
Sa천 Paulo
Rio de Janeiro
Brazil has more than 20 metropolitan areas with more than 1 million people and many equal if not surpass top European cities in terms of amenities.
Porto Alegre
Brasilia
Saõ Paulo
Rio de Janeiro
Saõ Paulo is one of the world’s largest and most dynamic cities, and Rio de Janeiro has long been a fashion hotspot and the center of Brazilian fashion.
Porto Alegre
Brasilia
The World’s 10 Strongest Economies, GDP in Millions of $. United States
While India and China outpace Brazil in sheer numbers, Brazil’s growth has been more organic and a GDP per capita has grown well beyond that of most developing nations.
China India Japan Germany UK
Already larger than France, Some sources predict that it will be a bigger economy than the UK by 2015.
Brazil France Russia 0
5000
10000
15000
Italy
1998
1998-2008
2008-2014
20000
Connected 68.510.400
36%
Around 36% of Brazilians are connected and together make up the seventh largest internet population in the world, ahead of even Germany and the United Kingdom.
64%
Not Yet Connected 113.587.750
2009 Population: 192,098,150
THE STRATEGY
Brazilians are savvy, very highly-advanced web users with consumer habits most closely akin to Europeans and North Americans. Luisa Via Roma’s approach to Brazil should be interactive and engaging, with the possibility for user-generated content in the spirit of open-source.
In order to bring the brand to life in Brazil, a physical off-web component is key. High-profile yet limited visibility within one of the country’s many dynamic centers, along with select print advertising is the best way to get Luisa Via Roma’s message across.
LUISA in BRAZIL is
LUXURY DESTINATION
WORLDLY
ARTISTIC FIRST IN FASHION SUSTAINABLE CONNECTED
ULTRAMODERN
!"#$!# As in India, the .com is dropped with the aim of the website being seen as an extension of the physical store, and not primarily an online store.
Neither English or Italian are widely spoken in Brazil. The option of Portuguese on luisaviaroma.com is elemental for access into the market.
HOMEM MULHER
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ROUPAS BOLSAS SAPATO ACCESÓRIO JÓIAS DESIGNERS NOVIDADES PROCURA ÁREA RESERVADA CESTA JÁ VISTO
COMPARTILHAR
REMESSA GRÁTIS*
CONTACTANOS
The option of Portuguese on luisaviaroma.com is elemental for access into the market.
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A blog specific to Brazil showcasing local fashion and art.
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Luisa Via Roma Brazil microsite.
To extend the microsite beyond the limits of the computer, an interactive Luisa iPhone app (similar to the app of Net-Ă -porter) will keep users dynamically updated and constantly connected.
Still, interaction and play are in high demand among Brazilians.
A presence beyond the web is therefore essential.
Visibility in on one of Brazil’s many pulsing urban high-streets could push it into contention with even the country’s most established fashion retailers. The doctor orders a Saõ Paulo pop-up:
In collaboration with a local architect, a highly visible and highly functional temporary space on a busy street in Sa천 Paulo will immediately skyrocket Luisa Via Roma into the minds of Brazilians as the most relevant online luxury store.
To compliment the pop-up and establish a more permanent physical presence, Luisa can actively pursue relationships with the myriad art galleries in Saþ Paulo, Porto Alegre and Rio de Janiero in order to keep its brand at the forefront of its customers’ minds.
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FIRST IN FASHION
FLORENCE - SAÕ PAULO POP UP - ONLINE
www.luisaviaroma.com/brasil
Inexpensive and striking print advertisements in key publications will further help build Luisa’s image by linking it with much higher proximity than most foreign luxury brands to its Brazilian audience.
IN SUMMARY
REAL-WORLD ONLINE
INCREASED TRAFFIC
INFORMATION
ONLINE DESTINATION
Information and brand building.
Microsite A truly focused online luxury experience.
iPhone app Frequency and immediacy.
ArtGallery Prestige, proximity, relevance.
Print Ads Contact with specific markets.
BRAND RECOGNITION
Blog
ENTHUSIASM
Intensity, visibility, tangibility, presence.
LUXURY CREDIBILITY
Pop Up