Carlos Ferreirinha: O potencial do segmento luxo
Expansão da elite e da classe média brasileira acelera o crescimento do segmento luxo
O crescimento do poder aquisitivo da população brasileira representa uma importante oportunidade para as empresas tradicionais ingressarem no segmento premium.
Conforme explicou Carlos Ferreirinha em sua apresentação no Fórum HSM Marketing & Customer Trends, há uma parcela significativa da população experimentando a ascensão social nos últimos anos, o que faz crescer o mercado de luxo no Brasil. Mas qual é exatamente o tamanho desse mercado?
Segundo dados do Data Popular, o poder aquisitivo dos consumidores de alta renda aumentou 42,1% nos últimos oito anos, atingindo a marca de R$ 418,5 bilhões.
De 2002 a 2010, o número de pessoas com renda familiar superior a R$ 20 mil cresceu 97%, somando mais de 1 milhão de brasileiros. O aumento do poder aquisitivo representa uma importante oportunidade para as empresas tradicionais ingressarem no segmento de luxo, adotando estratégias diferenciadas para este público.
Isso não quer dizer, por exemplo, que a empresa deva transferir todo o seu expertise para este segmento. Na visão do especialista, com o intuito de absorver esta fatia de mercado, muitas empresas podem focar parte de seus produtos e serviços para este público, afinal, foi o tempo em que o segmento de luxo era restrito à elite da população.
Para ele, a classe média também tem se mostrado como um importante personagem para as empresas que atuam ou pretendem atuar neste segmento, afinal, o poder de compra da classe média brasileira está estimado em R$ 834 bilhões.
“Graças ao aumento da renda e ao crédito farto, a nova classe média passou a ocupar papel de destaque no consumo de uma série de categorias que antes eram exclusivas à elite. Para conquistar a nova classe média é preciso entender a diferença entre querer ser rico e querer ser como o rico”, comentou Ferreirinha.
Em 2010, o negócio do luxo faturou US$ 7,5 bilhões no Brasil, sendo que o crescimento esperado para este ano é de cerca de 20%. Além de São Paulo e Rio de Janeiro, entre as cidades mais promissoras do país para o crescimento do segmento luxo estão Brasília, Porto Alegre, Curitiba, Salvador, Recife e Belo Horizonte.
Portal HSM
27/09/2011
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Carlos Ferreirinha: Premiumnização do mercado tradicional
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