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Brazil Luxury: The Digital Opportunity
Jerome Amoudruz - 2014Credit: http://www.zerrenner.fot.br/
“Digital marketing in Brazil, will serve local and global sales”
Between 2011 and 2013, more than 30 international luxury brands opened their first flagship boutique in Brazil. In the world’s 6th largest economy, luxury and premium brands know that points of sale are rare, local distributors demanding and fiscal barriers high, but our clients know that investing in Brazil will improve local and International sales. !With offices in Genève and São Paulo, BRSL is the first digital agency offering luxury brands strategic and executive services on the internet for the Brazilian market. In 2014, Brazil’s 'Class A' (people with a min. 60K USD yearly income) represents more than 13M consumers, the key to reaching and engaging with these new clients is by investing in digital marketing in Brazil.
Brazil 2014 Overview
!
!
Manaus
Brasilia
Belo Horizonte
Rio de Janeiro
Porto Alegre
São Paulo
Curitiba
Salvador da Bahia
World Economyth6
200 Population
M
100 Internet Users
M
6 Google market’s revenue
th
Recife
Brazil 2013 Overview
Inte
rnet
Use
rs
0 Mi
120 Mi
240 Mi
360 Mi
480 Mi
600 Mi
English Chinese Spanish Japanese Portuguese German Arabic French Others
906065758399
165
510
565
Languages used on the Internet in 2012 Source: ITU.com
th
most used language on the web: Portuguese!
5
37of Brazilian managers speak english
%
Brazil consumer population structure in 2013
UHNWI
HNWI
Upper Class
Middle Class
Lower Class
5’000
165’000
13M
133M
48 MM
• Most come from families traditionally very rich • Main part is male entrepreneurs
• Brasil is 11th in the Millionaire ranking World Wide • High concentration in São Paulo • Average between 35 and 45 years old
• Main part is post graduate from a university • (DINKS) Double income, No kids • Concentration in Rio and São Paulo • Total Household income over 60K USD/Year
• Representing le largest part of the Brazilian population • Class with highest volume growth • Class with the highest revenue growth • Total Household income 10K - 45K USD/Year
Luxury Consumers{
Source : Credit Suisse - Fundação Getulho Vargas
Luxury brands active in Brazil
Chronology of luxury in Brazil
2005Villa Daslu
2012JK Iguatemi
1996DasluDaslu brought couture brand Chanel to Brazil and opened the brand's first international store-in-store boutique for many others. Chanel, was followed by Jimmy Choo, Louis Vuitton and Valentino, all exclusive to the establishment.
In 2005, raised by the success, Villa Daslu opened its door with 17.000 m2 and became the temple of luxury in Brazil, importing more than 60 International luxury brands.
Jk Iguatemi opened on fall 2012, hosting most of the first flagship stores in Latin America. to name a few, Bvlgari, IWC, Van Cleef&Arpel, etc,...
2008Cidade Jardins
In 2008, The Shopping Cidade Jardins opened in the most luxurious area of São Paulo, bringing many “firstFlagship store” of International luxury Brands such as Hermès or Rolex.
The (short) history of luxury combine with the opening of luxury malls in Brazil where international luxury brands opened their Flag ship stores during the last 10 years.
Key Take Away
• Luxury consumption is quite new in Brazil for a small part of the clients !
• Speaking portuguese is mandatory to penetrate the market !
• Since 2008 the luxury competition, is getting harder
3 main Brazilian ways of lifeThe digital opportunity in Brazil
Brazilian New luxury consumers: The farm
Manaus
Brasilia
Belo Horizonte
Rio de Janeiro
Porto Alegre
São Paulo
Curitiba
Salvador da Bahia
Recife
Manaus
Brasilia
Belo Horizonte
Rio de Janeiro
Porto Alegre
São Paulo
Curitiba
Salvador da Bahia
Brazilian New luxury consumers: The city
Recife
Brazilian New luxury consumers: The beach
Recife
Manaus
Brasilia
Belo Horizonte
Rio de Janeiro
Porto Alegre
São Paulo
Curitiba
Salvador da Bahia
Key Take Away
• There are many luxury consumption type in Brazil !
• São Paulo luxury consumers are quite educated about luxury products !
• Internet is also a prospective tool for Brazilian living in the backland
10 Facts, Figures & BehaviorsTo understand the digital opportunity in Brazil
Luxury Shopping Abroad
62% of all Brazilian outbound trips go to the Americas and 34% to Europe. An important part of luxury consumption is generated abroad... !High import taxes rates for foreign products make prices higher in Brazil (+20% to +80% depending on the product category).
62%34%
Source: 2013 European Travel Commission
3% Asia / Pacific
1% Africa
Payment in Installment
!
It is cultural, Brazilian buy products in installment, even luxury products, event high society! !
!!
“Who don’t offer payment in installment won’t sell, even luxury products. It is a unique situation in the world”. - Alain dos Santos, General Manager MontBlanc Brazil
Home delivery culture
Home delivery culture is part of the Brazilian high service quality. !
It can be for supermarket, furniture, food, etc,… everything is delivered at home in Brazil.
Internet Influence
Internet is every day more influential in the purchase act of Brazilian !The usage of the word “comprar” (Buy) in Google Search Engine (category shopping) is increasing dramatically since 2008
Google Keyword: “Comprar”
Source: Google trends 2013
Black Friday 2013
Online Sales Results for 2013 black Friday (compared to 2012): !
!
!
!
Total Purchases: 969’000 (+79%) Total sales: US$ 112M (+92%) Average basket: US$ 217 (+9%)
Source: Makazi Group 2013
L’occitane en Provence - Brazil
Online Sales activities for L’Occitane en Provence !
!
!
E-commerce share of sales in 2013
•Brazil: 3.5%
•France: 10%
•USA: 15%
Source: L’Occitane en Provence 2013.
Media Houses
Who reach the Upper Class on content portal? !
Digital Media houses are split in few big players.40%
59%
21%
44%
Google has a huge search market share in Brasil and competition is tough!
UOL
Microsoft sites
R7
Globo.com
Terra
Yahoo Sites
IG
Wikimedia Fdt
0 20 40 60 80
BRASIL 2013 - M Unique Visitors (without mobile access)
Source: Comscore 2013
Social Media
Brazilian are Social Media addicts !
Facebook and linkedin have the fastest penetration rate ever in Brazil
World Facebook populationrd3
86%
years to double members volume
13M Users
Penetration rate
2
Source: Facebook, Linkedin, 2013
New influencers
Bloggers are massmedia. !
International Fashion and luxury consumption is quite new and influencers have a strong share of voice on the web.
blogdathassia.com.br garotasestupidas.com
lalarudge.com.br costanzapascolato.com.br
3 Million PV/month
500’000 PV/month
6 Million PV/month
3 Million PV/month
Source: Respective blog’s media Kit
Mobile use growth
Mobile use grows 115% in 2013! !
Does your corporate website is responsive?
Mercado livre the Brazilian Ebay
Your Brand’s Google share of voice is very important! !
Replica market reach aggressively the first result page with mercadolivre.com.br (Brazilian Ebay) and other players that often use Paid Search!
Key Take Away
• 2014 will be the maturing year of digital in Brazil !
• Brazilian have a strong brand conscience and love technologies, including girls! !
• Brazil is the heaviest Social Media user in the world. !
• Local luxury players are very strong with digital, International players are still weak in Brazil.
About the agency First digital agency dedicated to luxury brands in Brazil
Our services
Digital Consulting & Ecommerce We help to design relevant digital strategies to connect with your new audience in Brazil !
Digital Media Planning & Buying We design tailor made digital media plan to reach Brazilian Luxury Consumers !
Community & Branded content We create local storytelling on social networks in Brazilian portuguese. !
Influencers & Bloggers relation We connect Brands with local influencers and bloggers
ContentInfluencers
Strategy
Digital Media
Thank You!!Jérôme [email protected] +55 (11) 94134-4770!!BRSL.COM.BR!Luxury Digital Marketing!Genève - São Paulo
BRSL digital ltda Rua Luis Coelhos, 340 Consolação - São Paulo CEP: 01309-903 Brasil
BRSL digital sàrl Avenue Krieg 7, Case Postale 290 1211 Geneva 17 Switzerland
