O Comportamento do mercado do luxo na economia brasileira

Abstract

In a world where consumption patterns are becoming increasingly altered, it is necessary the understanding of one of the most controversial and of great importance segments in consumption. To this end, this paper will lean in on the subject of the luxury market, with the aim of analyzing the behavior of this market in Brazil. For this, we will make an analysis that covers historical aspects, performance of companies in the sector, elements of marketing, identification of the consumer in this segment of the economy, and especially the role played by the middle class in this industry dynamics. The role of the middle class in the dynamics of this scenario, increasingly marked by the luxury democratization, is central, explaining the tendency of the individual primacy.