Students’ work to be presented at Latin American Retail and Shopping Congress

The selected papers were “The Future of Experience in the Luxury Market”, by Felipe Mitsuo Matsuo, and “How to Choose a Digital Influencer”, by Frederico Kling Ferraz de Carvalho
Administration
21 September 2020
Students’ work to be presented at Latin American Retail and Shopping Congress

Two papers by students taking the Specialized Course in Administration for Graduates (CEAG) at Fundação Getulio Vargas’ Sao Paulo School of Business Administration (FGV EAESP) have been selected for presentation at the 13th edition of the Latin American Retail and Shopping Congress, one of the sector’s foremost events, which will take place on October 29 and 30.

In order to write “The Future of Experience in the Luxury Market,” student Felipe Mitsuo Matsuo interviewed managers and professionals responsible for luxury, premium and masstige brands to find out what type of experience (physical and digital) these brands would like to deliver to their customers in future. The question that drove this research was “What is the future of experience when it comes to luxury brands?”

Frederico Kling Ferraz de Carvalho’s paper, titled “How to Choose a Digital Influencer,” presents a map showing how large and small companies are using influencer marketing and interacting with digital influencers.

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