Luxury Brands in Emerging Markets by Glyn Atwal, Douglas Bryson
By Glyn Atwal, Douglas Bryson
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Sustainability and recycling are central elements in their creations and bring a healthy debate on the excesses on the economic ideology of planned obsolescence. As a result, Fernando and Humberto Campana integrate Brazil’s idiosyncrasies to speak an ‘international language of transformation and reinvention, of pluralism and hybridization’ (Alfred et al. 15). They develop ‘a distinctively twenty-ﬁrst century creative process’ where products are ‘universal as well as individual, the local will feed back to the global and will animate world brands to become fervently interactive and reactive’ (Alfred et al.
How do Brazilian and global luxury brands position themselves in a market where intense relationships between social status and body/appearance create speciﬁc symbolic distortions in that marketplace, therefore generating both barriers and points of leverage to success and growth? To illustrate the 26 Nacima Ourahmoune et al. 27 dialectics of social status and bodily appearances in the Brazilian context, we focus on the female body and examine the strategic positioning of Brazilian and global luxury brands in the body-related consumptionscape (Ger and Belk 1996).
Burning Ice’: Tropical + Polar This position is a communication territory for brands that juxtapose contradictory discourses displaying a mix of tropical and polar narratives in their advertising. This combination allows the brands to complexify their discourse by playing with warm and cold, and native and colonial, to attract the viewer in a rich network of meanings that works for a contemporary Brazilian society, which oscillates between a very diverse background and a complex socio-history that shaped consumers’ tastes.