New book reinforces the importance of marketing for luxury products and services
Luxury brands, products and services continue to attract great interest and fascination among people. In addition, the luxury market represents an important part of the global economy, with revenues of over one trillion euro in 2018. Based on this scenario, Rosana de Moraes, Professor at FGV, specializing in luxury marketing, is launching next month the book “O marketing e a arte do luxo na era da experiência – e inspirações para outros segmentos” (“Marketing and the art of luxury in the era of experience – and inspirations for other segments”), published by the FGV Press. The launch event will be on May 10, at Livraria Travessa de Ipanema, in Rio de Janeiro, and on May 30, at Livraria da Vila, at Shopping JK Iguatemi, in Sao Paulo.
De Moraes shares her knowledge of the subject in the book, building a bridge between the intangible aspects of luxury and the concrete reality of the business world, in which marketing for the consumption of high-quality items is a key element in strategic decisions and creative companies in the branch, which have very demanding consumers.
In addition to conceptual foundations of the subject, the book addresses practical applications and looks for the future, showing the characteristics and expectations of consumers of these digital times, the valuation of the experience and the purposes behind the brands, including the Millennials, a group that will account for 50% of the luxury market by 2024.
With more than 20 years of career in the corporate world, Rosana de Moraes was responsible for the communication and marketing areas of some of the world’s leading luxury brands, such as Sauer Jewelers, Dior, Hermès, Omega, Ulysses Nardin, Breguet, Revue Thommen, Vulcain and Concord in its operations in Brazil.