{"id":30304,"date":"2024-11-25T10:24:14","date_gmt":"2024-11-25T13:24:14","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=30304"},"modified":"2024-11-25T10:24:17","modified_gmt":"2024-11-25T13:24:17","slug":"por-que-grandes-marcas-de-luxo-nao-participam-da-black-friday","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=30304","title":{"rendered":"Por que grandes marcas de luxo n\u00e3o participam da Black Friday?"},"content":{"rendered":"\n

Exclusividade \u00e9 regra para as marcas seletas, que fogem de promo\u00e7\u00f5es para as massas<\/em><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Paulo Guilherme Guri*<\/p>\n\n\n\n

\"\"
Legenda: Rolex Daytona: este tamb\u00e9m n\u00e3o entra nunca em promo\u00e7\u00e3o. Patrick T. Fallon\/Bloomberg<\/figcaption><\/figure>\n\n\n\n

Pode procurar \u00e0 vontade: voc\u00ea n\u00e3o vai achar nenhuma promo\u00e7\u00e3o de Black Friday para os ve\u00edculos 0 km da Ferrari. Tamb\u00e9m n\u00e3o vai ver an\u00fancio com descontos na compra de rel\u00f3gio Rolex, nem das bolsas originais da Herm\u00e8s ou da Louis Vuitton.<\/p>\n\n\n\n

O mercado de luxo ignora solenemente a Black Friday, assim como as liquida\u00e7\u00f5es de ver\u00e3o e inverno. N\u00e3o h\u00e1 preocupa\u00e7\u00e3o com queima de estoque. Pagar caro por um produto exclusivo \u00e9 justamente o marketing das marcas que comp\u00f5em este seleto grupo.<\/p>\n\n\n\n

A Black Friday nasceu nos Estados Unidos para atender a um mercado de alto volume. No Brasil, ela foi pensada para fazer o consumidor gastar antes do Natal e funciona para produtos de alto consumo e de valores mais baixos. \u00c9 justamente o oposto do que trabalha o mercado de luxo.<\/p>\n\n\n\n

Lorenzo Merlino, estilista e professor da FAAP (Centro Universit\u00e1rio Armando Alvares Penteado), explica que muitas marcas do mercado de luxo n\u00e3o fazem liquida\u00e7\u00e3o como forma de valorizar o produto. \u201cE para n\u00e3o educar o consumidor a esperar por essas promo\u00e7\u00f5es\u201d<\/em>, afirma. \u201cLiquida\u00e7\u00e3o tem uma reverbera\u00e7\u00e3o extremamente negativa para a marca, que \u00e9 fazer o consumidor esperar a \u00e9poca das promo\u00e7\u00f5es para comprar. O consumidor pensa: \u2018por que vou comprar agora se daqui seis meses terei o produto por pre\u00e7o menor?’\u201d<\/em><\/p>\n\n\n\n

Patricia Diniz, consultora de Marketing, Branding e Gest\u00e3o e docente de p\u00f3s-gradua\u00e7\u00e3o na ESPM (Escola Superior de Propaganda e Marketing de S\u00e3o Paulo), destaca que a grande maioria das marcas de luxo n\u00e3o participa de campanhas como a Black Friday. \u201cO conceito de promo\u00e7\u00e3o e desconto n\u00e3o se usa quando se fala em mercado de luxo. Um dos seus maiores ativos \u00e9 a sua pr\u00f3pria imagem. Quando uma grande marca participa de uma promo\u00e7\u00e3o como a BF acaba impactando o seu brand equity [conceito ligado \u00e0 valoriza\u00e7\u00e3o de uma marca pelo consumidor e pelo mercado].\u201d<\/em><\/p>\n\n\n\n

\u201cSe est\u00e1 em uma liquida\u00e7\u00e3o \u00e9 porque quer vender mais para mais gente\u201d,<\/em> refor\u00e7a a especialista da ESPM. \u201cE as marcas de luxo querem manter a no\u00e7\u00e3o da exclusividade. Quando se avalia um produto de uma marca de luxo, em teoria, ele tem um valor alto tamb\u00e9m pelo pr\u00f3prio valor que a marca agrega a ele. Seguindo essa l\u00f3gica, n\u00e3o faz sentido fazer promo\u00e7\u00e3o, ao contr\u00e1rio, a tend\u00eancia \u00e9 aumentar os pre\u00e7os.\u201d<\/em><\/p>\n\n\n\n

Uma estrat\u00e9gia que algumas marcas de luxo usam para atrair um novo consumidor \u00e9 colocar em promo\u00e7\u00e3o produtos de valor mais baixo que n\u00e3o s\u00e3o o seu carro-chefe, como perfumes, \u00f3culos e acess\u00f3rios. \u201cCertos produtos s\u00e3o aspiracionais e integram a linha do luxo acess\u00edvel. Esses produtos n\u00e3o refletem o core business [neg\u00f3cio principal] da marca, s\u00e3o extens\u00f5es de linhas que ela faz para atender a um p\u00fablico mais amplo\u201d<\/em>, finaliza Patricia Diniz, da ESPM.<\/p>\n\n\n\n

*Paulo Guilherme Guri para InvestNews<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Exclusividade \u00e9 regra para as marcas seletas, que fogem de promo\u00e7\u00f5es para as massas Paulo Guilherme Guri* Pode procurar \u00e0 vontade: voc\u00ea n\u00e3o vai achar nenhuma promo\u00e7\u00e3o de Black Friday para os ve\u00edculos 0 km da Ferrari. Tamb\u00e9m n\u00e3o vai ver an\u00fancio com descontos na compra de rel\u00f3gio Rolex, nem das bolsas originais da Herm\u00e8s ou da […]<\/p>\n","protected":false},"author":11,"featured_media":30306,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[],"class_list":["post-30304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao"],"yoast_head":"\nPor que grandes marcas de luxo n\u00e3o participam da Black Friday? - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feninjer.com.br\/?p=30304\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Por que grandes marcas de luxo n\u00e3o participam da Black Friday? - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Exclusividade \u00e9 regra para as marcas seletas, que fogem de promo\u00e7\u00f5es para as massas Paulo Guilherme Guri* Pode procurar \u00e0 vontade: voc\u00ea n\u00e3o vai achar nenhuma promo\u00e7\u00e3o de Black Friday para os ve\u00edculos 0 km da Ferrari. 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