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30 avr. 2013
This is a ranking and analysis of the most-searched for luxury brands in the Brazilian market.
April 2013 In partnership with THE WORLD LUXURY INDEX™ BrazilTOP 50 MOST SEARCHED FOR LUXURY BRANDS IN BRAZIL
Created as a way to provide luxury brands and service providers with a standardized way of measuring brand interest at an international level, Digital Luxury Group, in partnership with Luxury Society, has unveiled: An international ranking and analysis of the most searched-‐‑for brands within the luxury industry. 2 A new luxury benchmark is born.The World Luxury Index.Notable past reports include: © Digital Luxury Group, SA
3 The World Luxury Index Brazil.300+ brandsUnbiased insights from the top searchengine in Brazil: over 90% market share20 million+ searches*Covering: * From January to June 2012 6 KeySegments Fashion Cars Beauty Hospitality Watches Jewelry © Digital Luxury Group, SA
4 The Market.The global luxury Brazilian market isestimated at 11,94 billion USD in 2012.80% of luxury products acquired byBrazilians are purchased abroad.Brand interest for luxury increased by 24%in 2012.MCF Consultoria and GfK Custom Research ; Digital Luxury Group © Digital Luxury Group, SA
5 Brazilians, valuable luxury travelers.“The Brazilian has become a constanttraveler, being the main customer inseveral luxury markets worldwide.”Carlos Ferreirinha, MCF Consultoria
6 The Consumer.Brazilians are sophisticated, educatedand keen to follow trends, with a desireof immediate consumption of the best.Night view of Copacabana Beach, Rio de Janeiro ©Catarina Belova
7 What are the most searched forluxury brands in Brazil?
8 Top 50 Most Searched For Luxury Brands in Brazil.January – June 2012 Source: Digital Luxury Group 1 Audi 2 BMW 3 MAC Cosmetics 4 Mercedes Benz 5 Range Rover 6 Ferrari 7 Porsche 8 Chanel 9 Volvo 10 Armani 11 Lamborghini 12 Omega 13 Hilton 14 Sheraton 15 Rolex 16 Lacoste 17 BugaYi 18 Calvin Klein 19 Dior 20 Tivoli 21 TAG Heuer 22 Ralph Lauren 23 Hermès 24 Renaissance 25 Intercontinental 26 Gucci 27 Louis VuiYon 28 Lancôme 29 Cadillac 30 Regent 31 Cartier 32 Burberry 33 Swarovski 34 Make Up For Ever 35 Jaguar 36 Inﬁniti 37 Prada 38 Lexus 39 Bulgari 40 Breitling 41 Celine 42 Lotus 43 Pagani 44 Christian Louboutin 45 Kenzo 46 Clinique 47 Dolce & Gabbana 48 McLaren 49 Aston Martin 50 Michael Kors © Digital Luxury Group, SA
By Luxury Segment.FASHION CARS BEAUTY HOSPITALITY WATCHES JEWELRY#1#2#39 © Digital Luxury Group, SA
10 Automobiles represent 50% of the Brazilian luxury market.Watches 7% Cars 49% Jewelry 2% Fashion 13% Beauty 18% Hospitality 11% © Digital Luxury Group, SA January – June 2012 Source: Digital Luxury Group
11 Beauty, second largest luxury segment.“Brazilians are trulybeauty junkies.”Paula Larroque, Senior VP Latin America, Sephora Photo Source: Sephora Brazil
12 Brazilians’ love for Appearance boosts the Beauty sector.Consumer interest for Beauty brands grew by 49% in 2012. Per capita spending on beauty and personal care products is around $260, which is similar to the one in the USA¹. (¹) Associated Press, February 2013 © Digital Luxury Group, SA
13 Brazilian Beauty = Perfume + Make Up.Perfumes and make up are driving the beauty sector, representing over 90% of consumer interest. Perfumes 48% Make up 45% Skin care 7% BREAKDOWN OF BEAUTY SEARCHES BY CATEGORY © Digital Luxury Group, SA January – June 2012 Source: Digital Luxury Group
14 Top Beauty Brands by category.PERFUMES MAKE UP SKIN CARE# 1# 2# 3 © Digital Luxury Group, SA
15 Focus on the Brazilian Beauty leader: MAC.MAC Cosmetics is an undeniable leader in Brazil gathering 66% of make-‐‑up market share. MAC Cosmetics beneﬁts its ﬁrst mover advantage, with a presence since 2002 and 25 stores in 2012. MOST SEARCHED FOR MAC PRODUCTSLipstick 41% Base 15% Blush 11% Mascara 10% Powder 7% Other 16% In 2009, sales of the lipstick Snob, by MAC, featured in a telenovela, exploded. In 2011, for the ﬁrst time, Brazil was selected for the international launch of Semi Precious, a make-‐‑up collection. © Digital Luxury Group, SA January – June 2012 Source: Digital Luxury Group
16 Meet the Brazilian Beauty fast-moving challengers.MOVERS: FASTEST MOVING BEAUTY BRANDSSHAKERS: BEAUTY BRANDS WITH SLOWEST GROWTH+745 % +225% -46% -47% -32% +108% © Digital Luxury Group, SA
17 Consuming Beauty becomes a need.“A make up revolutionhappened in Brazil in2012. I believe that soon,make up will become acommodity as common asa toothbrush.” Chloé Renard, Brand Manager, Benefit Cosmetics Brazil
18 Brazilians are Fashion addicts.“Style is to Brazil whatprecision is to Switzerland.”David Sadigh, Founder and CEO Digital Luxury Group
19 Top 10 Most Searched For Fashion brands.# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10 © Digital Luxury Group, SA
20 Brazilians love Casual fashion.Apparel is the leading fashion category (43%), led by casual luxury brands Ralph Lauren, Lacoste and Armani. Apparel 43% Bags and wallets 38% Shoes 14% Sunglasses 5% BREAKDOWN OF FASHION SEARCHESBY CATEGORYTOP 3 MOST SEARCHED FOR BRANDS FOR APPAREL# 1# 2# 3 © Digital Luxury Group, SA January – June 2012 Source: Digital Luxury Group
21 Lacoste, casual chic.Consumer interest for the Lacoste grew by 78% in 2012. Brazil is Lacoste’s ﬁfth biggest market in brand interest (9%). Strong brand expansion: from 130 points of sale in 2007 to over 750 in 2011, and to 80 unique stores. Collaboration with the Campana brothers in 2009 © Digital Luxury Group, SA
22 Lacoste: affordable Polo as a key revenue generator.Typical entry point to mid-‐‑range luxury, at around $100, Polos are Lacoste’s key products with 55 % of brand searches. Production in Latin America (MERCOSUR) allows for competitive prices within the mid-‐‑range luxury segment. Polos 55% Apparel 12% Shoes 28% Handbags 4% Sunglasses 1% © Digital Luxury Group, SA BREAKDOWN OF LACOSTE SEARCHES BY PRODUCTJanuary – June 2012 Source: Digital Luxury Group
23 High-end Luxury brands are preferred for handbags.TOP 5 MOST SEARCHED FOR BRANDS FOR HANDBAGSDiscover DLG’s exclusive analysis of 120+ handbag brands in Brazil in the WorldHandbagReport™ # 1# 2# 3# 4# 5 © Digital Luxury Group, SA !
Armani Prada Gucci Christian Dior Chanel 24 Sunglasses are an entry point to luxury.Sunglasses rank particularly high: they represent over 5% of fashion-‐‑related searches in Brazil. MOST SEARCHED FOR SUNGLASSES BRANDSContact us for more information about the luxury eyewear market in Brazil brazil@digital-‐‑luxury.com © Digital Luxury Group, SA !
25 Brazil shows a strong interest for Luxury cars.“Brazil is a market withtremendous potential for thefuture.”Ian Robertson, BMW sales chief Photo Source: BMW website
26 Top 10 Most searched for Automobile brands.(¹) Fenabrave, Abeiva, Jato Dynamics # 1# 2# 3# 4# 5# 6# 7# 8# 9# 1035,400 cars from these World Luxury Index™ Brazil Top 10 brands were sold¹ in 2012.
27 Passion for SUV and sport cars.Out of the top 50 most-‐‑searched car models, 18 are sports cars and 17 are SUVs. BREAKDOWN OF MOST SEARCHED FOR CAR TYPES1 Audi A3 2 Range Rover Evoque 3 Mercedes Benz C Class 4 BugaYi Veyron 5 Audi A4 6 Audi R8 7 BMW 1 Series 8 Porsche Cayenne 9 Lamborghini Aventador 10 Volvo XC60 TOP 10 MOST SEARCHED FOR CAR MODELSSUV 24.7% Super car 16.8% Sports car 12.1% Hatchback20.2% Sedan 26.2% © Digital Luxury Group, SA Contact us for more information about the luxury car market in Brazil brazil@digital-‐‑luxury.com !January – June 2012 Source: Digital Luxury Group
28 Evoque champions armored cars sales.Range Rover Evoque is a surprise as the 2nd most searched for car model. It was the most armored car in ﬁrst half of 2012 in Brazil. (¹) Abrablin A 3,343% increase in number of searches for Range Rover in Brazil in 2012. A n a ve r a g e o f 5 0 0 Evoque sold¹ every month in 2012. Evoque represents 10% of the 4,275 cars armored¹ in Brazil in ﬁrst half of 2012. © Digital Luxury Group, SA
29 What are the most searched forluxury watches in Brazil? Photo Source: carrera.calibre11.com
1 TAG Heuer Carrera 2 Rolex Daytona 3 Omega Seamaster 4 TAG Heuer Monaco 5 Rolex Submariner 6 TAG Heuer Grand Carrera 7 TAG Heuer Formula 1 8 IWC Portuguese 9 Rolex Oyster Perpetual 10 Hublot Ayrton Senna 30 Sports rule Watch preferences.Most searched for luxury watch collections reveal Brazilians preferences for Men’s, Sports and Chronograph timepieces, a segment dominated by TAG Heuer, Rolex and Omega. TOP 10 MOST SEARCHED WATCH MODELS IN BRAZIL © Digital Luxury Group, SA Discover DLG’s exclusive analysis of 60+ luxury watch brands in Brazil in the WorldWatchReport™ !
31 About TAG Heuer in Brazil.“Formula 1 actually owns a very important place in the Brazilianculture, something that cannot be found in other markets. In 1988,Ayrton Senna actually became a TAG McLaren Mercedes driver andTAG HEUER ambassador. This historical relationship definitelyexplains a large part of great interest Brazilian clients have for thebrand and its models.”Richard Courbrant, Chief Editor TWG, WorldWatchReport™ Contributor
32 Purchases abroad are Brazil’s fiercest competitor.“The “Brazil cost” is a combination of logisticcosts, distribution costs, people costs, that areall heavily impacted by domestic taxes – as wellas importation taxes.In average, an imported product will be 2.5 moreexpensive in Brazil than in the US or in FranceChloé Renard, Brand Manager, Benefit Cosmetics, Brazil
33 Import taxes in Brazil are among the highest.A Porsche Carrera Convertible worth USD $96,200 in the US will be sold USD $355,000 in Brazil. USD 96,200 USD 355,000 © Digital Luxury Group, SA
34 Where do Brazilians spend their money?America is the top destination for Brazilian travelers (71% of travel location searches). They rank ﬁrst¹ in per capita spending amongst the top 10 groups of foreign visitors to the US. Paris, Lisbon and London are the most searched for European destinations. (¹) Euromonitor, March 2012 TOP 5 AMERICAS DESTINATIONSMiami NYC Cancun Buenos Aires Orlando TOP 5 EUROPEAN DESTINATIONSParis Lisbon London Milan Madrid # 1# 2# 3# 4# 5# 1# 2# 3# 4# 5 © Digital Luxury Group, SA
Most searched Hotel Brands by Location.NYC Miami Cancun Paris Lisbon London#1#2#335 Americas Europe Contact us for more information about the luxury hospitality market in Brazil brazil@digital-‐‑luxury.com !
36 Brazilians love malls.“Brazil is anindoor commerce country.”Carlos Ferreirinha, President, MCF ConsultoriaVillage Mall, in Rio de Janeiro
37 High-end Luxury malls are a success.Two high-‐‑end luxury malls were successfully launched in 2012: JK Iguatemi in São Paulo and Village Mall in Rio de Janeiro. Nearly half a million searches for those malls were recorded over the year. © Digital Luxury Group, SA 0 10000 20000 30000 40000 50000 60000 70000 Shopping JK Iguatemi Shopping Village Mall SEARCH TREND OF LUXURY MALLS OPENINGS IN BRAZILSource: Digital Luxury Group
38 Malls are an entry point to the Brazilian market.High end luxury malls have been the privileged locations for brands to open their very ﬁrst own stores in Brazil. Some of the brands that opened their ﬁrst Brazilian stores in malls in 2012: © Digital Luxury Group, SA
Interested in More Information?Digital Luxury Group oﬀers the opportunity to subscribe to a business intelligence service, which monitors the changing consumer interest of luxury prospective clientele. Through unique benchmarking metrics, luxury brands receive timely updates on the consumer demand for brands, competitors, product categories as well as various insights on key marketing drivers capturing the aYention of luxury consumers worldwide. For more information, contact us: brazil@digital-‐‑luxury.com
The World Luxury Index™ is an international ranking and analysis of the most searched-‐‑for brands and services within the luxury industry. Covering over 400 companies within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in ten key luxury markets, the World Luxury Index™ provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-‐‑of-‐‑a-‐‑kind benchmark of the luxury brands capturing the aYention of luxury-‐‑minded consumers around the world. Digital Luxury Group has a history in luxury industry market intelligence. Since 2004, the WorldWatchReport™ has provided the luxury watch industry with unmatched insights and garnered aYention from the world’s leading publications, such as: 40 ABOUT. © Digital Luxury Group, SA
41 ABOUT.www.digital-luxury.comwww.luxurysociety.comWith oﬃces in New York, Geneva, Shanghai, and Dubai, Digital Luxury Group (DLG) is the ﬁrst international company to provide luxury industry market intelligence and use this strategic viewpoint to create and implement digital marketing and communication strategies for luxury brands. Luxury Society is the worldʹs most inﬂuential online community of top luxury executives. Based in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry. © Digital Luxury Group, SA