Brazil is often grouped with Russia and China in the luxury conversation. Growing healthily and steadily in new but not new new luxury markets, all three giant economies with expanding middle classes certainly do have things in common. But in terms of luxury brand strategy–and global brands’ level of success in these foreign markets–Brazil is its own unique case. In this new video interview, L2’s Head of Research Maureen Mullen introduces our newly-released Digital IQ Index: Brazil Prestige report, explains what makes it such a singular emerging luxury market, discusses the role of digital for brands appealing to Brazilian consumers, and highlights those brands, predominately local ones, that are in the engine room of Brazil’s growth.
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