Between 2011 and 2013, more than 30 international luxury brands opened their first flagship boutique in Brazil. In the world’s 6th largest economy, luxury and premium brands know that points of sale are rare, local distributors demanding and fiscal barriers high, but brands know that investing in Brazil will improve local and International sales. We are BRSL the first digital agency dedicated to luxury brands in Brazil. With offices in Genève Switzerland and São Paulo Brazil, we believe that investing in digital marketing is a key to reach the new consumers in Brazil.

1. Brazil Luxury: The Digital Opportunity
Credit: http://www.zerrenner.fot.br/
Jerome Amoudruz - 2014

2. “Digital marketing in Brazil,
will serve local and global sales”
Between 2011 and 2013, more than 30 international luxury brands
opened their first flagship boutique in Brazil. In the world’s 6th largest
economy, luxury and premium brands know that points of sale are
rare, local distributors demanding and fiscal barriers high, but our
clients know that investing in Brazil will improve local and
International sales.
!
With offices in Genève and São Paulo, BRSL is the first digital agency
offering luxury brands strategic and executive services on the internet
for the Brazilian market. In 2014, Brazil’s 'Class A' (people with a min.
60K USD yearly income) represents more than 13M consumers, the
key to reaching and engaging with these new clients is by investing in
digital marketing in Brazil.

3. Brazil 2014 Overview
6
200
100
6
th
World Economy
Manaus
Recife
!
Salvador da Bahia
!
Brasilia
Belo Horizonte
Rio de Janeiro
São Paulo
Curitiba
Porto Alegre
M
Population
M
Internet Users
th
Google market’s revenue

4. Brazil 2013 Overview
600 Mi
5
565
th
510
Internet Users
480 Mi
most used language on
the web: Portuguese!
360 Mi
37
240 Mi
165
99
120 Mi
83
75
65
60
Arabic
French
90
0 Mi
English
Chinese
Spanish
Japanese Portuguese German
Languages used on the Internet in 2012
Source: ITU.com
Others
%
of Brazilian managers
speak english

5. Brazil consumer population structure in 2013
{
5’000
UHNWI
• Most come from families traditionally very rich
• Main part is male entrepreneurs
HNWI
• Brasil is 11th in the Millionaire ranking World Wide
• High concentration in São Paulo
• Average between 35 and 45 years old
Upper
Class
165’000
Luxury
Consumers
• Main part is post graduate from a university
• (DINKS) Double income, No kids
• Concentration in Rio and São Paulo
• Total Household income over 60K USD/Year
13M
133M
Middle
Class
48 MM
Lower
Class
Source : Credit Suisse - Fundação Getulho Vargas
• Representing le largest part of the Brazilian population
• Class with highest volume growth
• Class with the highest revenue growth
• Total Household income 10K - 45K USD/Year

6. Luxury brands active in Brazil

7. Chronology of luxury in Brazil
The (short) history of luxury combine with the opening of
luxury malls in Brazil where international luxury brands
opened their Flag ship stores during the last 10 years.
1996
2005
Daslu
Villa Daslu
Daslu brought couture
brand Chanel to Brazil and
opened the brand's first
international store-in-store
boutique for many others.
Chanel, was followed by
Jimmy Choo, Louis Vuitton
and Valentino, all exclusive
to the establishment.
In 2005, raised by the
success, Villa Daslu opened
its door with 17.000 m2 and
became the temple of
luxury in Brazil, importing
more than 60 International
luxury brands.
2008
Cidade Jardins
In 2008, The Shopping
Cidade Jardins opened in the
most luxurious area of São
Paulo, bringing many
“firstFlagship store” of
International luxury Brands
such as Hermès or Rolex.
2012
JK Iguatemi
Jk Iguatemi opened on fall
2012, hosting most of the
first flagship stores in Latin
America. to name a few,
Bvlgari, IWC, Van
Cleef&Arpel, etc,...

8. Key Take Away
• Luxury consumption is quite new in Brazil for a
small part of the clients
!
• Speaking portuguese is mandatory to penetrate
the market
!
• Since 2008 the luxury competition, is getting
harder

9. 3 main Brazilian ways of life
The digital opportunity in Brazil

10. Brazilian New luxury consumers:
The farm
Manaus
Recife
Salvador da Bahia
Brasilia
Belo Horizonte
Rio de Janeiro
São Paulo
Curitiba
Porto Alegre

11. Brazilian New luxury consumers:
The city
Manaus
Recife
Salvador da Bahia
Brasilia
Belo Horizonte
Rio de Janeiro
São Paulo
Curitiba
Porto Alegre

12. Brazilian New luxury consumers:
The beach
Manaus
Recife
Salvador da Bahia
Brasilia
Belo Horizonte
Rio de Janeiro
São Paulo
Curitiba
Porto Alegre

13. Key Take Away
• There are many luxury consumption type in Brazil
!
• São Paulo luxury consumers are quite educated
about luxury products
!
• Internet is also a prospective tool for Brazilian
living in the backland

14. 10 Facts, Figures & Behaviors
To understand the digital opportunity in Brazil

15. Luxury Shopping Abroad
62%
34%
1%
Africa
3%
Asia / Pacific
Source: 2013 European Travel Commission
62% of all Brazilian
outbound trips go to
the Americas and 34%
to Europe.
An important part of luxury
consumption is generated
abroad...
!
High import taxes rates for foreign products
make prices higher in Brazil (+20% to +80%
depending on the product category).

16. Payment in Installment
!
It is cultural,
Brazilian buy products
in installment, even
luxury products, event
high society!
!
“Who don’t offer payment in installment won’t sell, even
!
luxury products. It is a unique situation in the world”.
- Alain dos Santos, General Manager MontBlanc Brazil
!

17. Home delivery culture
Home delivery culture
is part of the Brazilian
high service quality.
!
It can be for supermarket,
furniture, food, etc,…
everything is delivered at
home in Brazil.

18. Internet Influence
Google Keyword: “Comprar”
Internet is every day
more influential in the
purchase act of Brazilian
!
The usage of the word
“comprar” (Buy) in Google
Search Engine (category
shopping) is increasing
dramatically since 2008
Source: Google trends 2013

19. Black Friday 2013
Online Sales
Results for 2013
black Friday
(compared to 2012):
!
Total Purchases: 969’000
(+79%)
!
Total sales:
US$ 112M (+92%)
Average basket: US$ 217
(+9%)
!
!
Source: Makazi Group 2013

20. L’occitane en Provence - Brazil
Online Sales
activities for
L’Occitane en
Provence
!
E-commerce share of sales in 2013
!
•Brazil:
!
•France:
•USA:
Source: L’Occitane en Provence 2013.
3.5%
10%
15%

21. Media Houses
44%
59%
Who reach the
Upper Class on
content portal?
!
21%
40%
Digital Media houses
are split in few big
players.

22. Google
BRASIL 2013 - M Unique Visitors (without mobile access)
Google
Facebook
Google has a huge
search market
share in Brasil and
competition is
tough!
UOL
Microsoft sites
R7
Globo.com
Terra
Yahoo Sites
IG
Wikimedia Fdt
0
Source: Comscore 2013
20
40
60
80

23. Social Media
3 World Facebook population
86% Penetration rate
rd
Brazilian are Social
Media addicts
!
13M Users
2 years to double members volume
Source: Facebook, Linkedin, 2013
Facebook and linkedin
have the fastest
penetration rate ever
in Brazil

24. New influencers
Bloggers are
massmedia.
blogdathassia.com.br
3 Million
PV/month
garotasestupidas.com
6 Million
PV/month
lalarudge.com.br
costanzapascolato.com.br
3 Million
PV/month
500’000
PV/month
Source: Respective blog’s media Kit
!
International Fashion
and luxury
consumption is quite
new and influencers
have a strong share of
voice on the web.

25. Mobile use growth
Mobile use grows
115% in 2013!
!
Does your corporate
website is responsive?

26. Mercado livre the Brazilian Ebay
Your Brand’s Google
share of voice is very
important!
!
Replica market reach
aggressively the first result page
with mercadolivre.com.br
(Brazilian Ebay) and other
players that often use Paid
Search!

27. Key Take Away
• 2014 will be the maturing year of digital in Brazil
!
• Brazilian have a strong brand conscience and love
technologies, including girls!
!
• Brazil is the heaviest Social Media user in the world.
!
• Local luxury players are very strong with digital,
International players are still weak in Brazil.

28. About the agency
First digital agency dedicated
to luxury brands in Brazil

29. Our services
Digital Consulting & Ecommerce
We help to design relevant digital strategies to
connect with your new audience in Brazil
!
Strategy
Influencers
Digital Media
Content
Digital Media Planning & Buying
We design tailor made digital media plan to reach
Brazilian Luxury Consumers
!
Community & Branded content
We create local storytelling on social networks in
Brazilian portuguese.
!
Influencers & Bloggers relation
We connect Brands with local influencers and
bloggers

30. !
Thank You!
BRSL digital sàrl
Avenue Krieg 7,
Case Postale 290
1211 Geneva 17
Switzerland
Jérôme Amoudruz!
jerome.amoudruz@brsl.com.br
+55 (11) 94134-4770!
!
BRSL.COM.BR!
Luxury Digital Marketing!
Genève - São Paulo
BRSL digital ltda
Rua Luis Coelhos, 340
Consolação - São Paulo
CEP: 01309-903
Brasil