{"id":31164,"date":"2025-03-25T10:37:19","date_gmt":"2025-03-25T13:37:19","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=31164"},"modified":"2025-03-25T10:38:28","modified_gmt":"2025-03-25T13:38:28","slug":"como-as-marcas-de-luxo-estao-redefinindo-o-mercado","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=31164","title":{"rendered":"Como as marcas de luxo est\u00e3o redefinindo o mercado?"},"content":{"rendered":"\n

Seis movimentos sustentam as marcas mais admiradas do mundo<\/em><\/h4>\n\n\n\n

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

Por Claudia Brand\u00e3o*<\/p>\n\n\n\n

No mercado de luxo, a estrat\u00e9gia \u00e9 o que diferencia quem vende produtos de quem se torna refer\u00eancia.
Seis movimentos sustentam algumas das marcas mais admiradas no mundo: personaliza\u00e7\u00e3o, inova\u00e7\u00e3o, conex\u00f5es emocionais, conhecimento profundo, escassez inteligente e fideliza\u00e7\u00e3o silenciosa.<\/p>\n\n\n\n

1. Personaliza\u00e7\u00e3o \u00e9 prioridade absoluta. <\/strong><\/p>\n\n\n\n

David Parker, diretor da Bentley Super Premium, afirma que cada intera\u00e7\u00e3o \u00e9 uma oportunidade de criar uma experi\u00eancia \u00fanica e inesquec\u00edvel para o cliente.<\/p>\n\n\n\n

80% dos consumidores de luxo esperam experi\u00eancias personalizadas (BCG, 2023). <\/em><\/p>\n\n\n\n

2. Inova\u00e7\u00e3o e tecnologia como diferenciais. <\/strong><\/p>\n\n\n\n

A Chanel investiu 25 milh\u00f5es de euros no projeto de sustentabilidade e inova\u00e7\u00e3o tecnol\u00f3gica de seus processos (WWD, 2023). <\/p>\n\n\n\n

Marcas que integram tecnologia e prop\u00f3sito sustent\u00e1vel t\u00eam 60% mais chances de conquistar a nova gera\u00e7\u00e3o de consumidores (Bain & Company, 2023).<\/em><\/p>\n\n\n\n

3. Conex\u00e3o emocional \u00e9 o princ\u00edpio do luxo. <\/strong><\/p>\n\n\n\n

Paola Villas afirma: \u201cLuxo \u00e9 provocar emo\u00e7\u00f5es e conversas relevantes\u201d.<\/em><\/p>\n\n\n\n

70% dos consumidores afirmam que a conex\u00e3o emocional influencia sua lealdade a uma marca de luxo (McKinsey 2024).<\/em><\/p>\n\n\n\n

4. Conhe\u00e7a profundamente o seu cliente.<\/strong><\/p>\n\n\n\n

Hermes e Rolex dedicam anos para entender os h\u00e1bitos e desejos de seus clientes.<\/p>\n\n\n\n

68% dos consumidores de luxo esperam um atendimento baseado em hist\u00f3rico e prefer\u00eancias pessoais (Deloitte, 2024). <\/em><\/p>\n\n\n\n

5. Exclusividade como valor central.<\/strong><\/p>\n\n\n\n

A Hermes limita a produ\u00e7\u00e3o de suas bolsas Birkin e Kelly, com listas de espera que podem durar anos.<\/p>\n\n\n\n

58% dos consumidores de alto padr\u00e3o dizem que a escassez \u00e9 um fator decisivo de valor (Bain & Company, 2024).<\/em><\/p>\n\n\n\n

6. Fidelidade silenciosa<\/strong><\/p>\n\n\n\n

A Louis Vuitton criou experi\u00eancias personalizadas para clientes VIP, como desfiles privados e acesso antecipado a cole\u00e7\u00f5es limitadas.<\/p>\n\n\n\n

77% dos clientes high-end preferem marcas que oferecem al\u00e9m do produto (BCG, 2023).<\/em><\/p>\n\n\n\n

\u00c9 assim que grandes marcas de luxo est\u00e3o redefinindo o mercado. N\u00e3o se trata de tend\u00eancias. Trata-se de um objetivo de longo prazo, onde vis\u00e3o e processos garantem a relev\u00e2ncia.<\/p>\n\n\n\n

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

\"\"<\/figure>\n\n\n\n

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

* <\/em>Claudia Brand\u00e3o<\/em><\/a> \u00e9 especialista em luxo contempor\u00e2neo, mentora de PMEs , cocriadora de\u00a0<\/em>As Novas Vozes do Luxo <\/em><\/a>. <\/em>Clique aqui<\/em><\/a> e assista sua palestra \u2018Os novos perfis de consumo\u2019, ministrada na #FENINJER79<\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Seis movimentos sustentam as marcas mais admiradas do mundo Por Claudia Brand\u00e3o* No mercado de luxo, a estrat\u00e9gia \u00e9 o que diferencia quem vende produtos de quem se torna refer\u00eancia.Seis movimentos sustentam algumas das marcas mais admiradas no mundo: personaliza\u00e7\u00e3o, inova\u00e7\u00e3o, conex\u00f5es emocionais, conhecimento profundo, escassez inteligente e fideliza\u00e7\u00e3o silenciosa. 1. Personaliza\u00e7\u00e3o \u00e9 prioridade absoluta.  […]<\/p>\n","protected":false},"author":11,"featured_media":31167,"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-31164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao"],"yoast_head":"\nComo as marcas de luxo est\u00e3o redefinindo o mercado? - 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=31164\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como as marcas de luxo est\u00e3o redefinindo o mercado? - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Seis movimentos sustentam as marcas mais admiradas do mundo Por Claudia Brand\u00e3o* No mercado de luxo, a estrat\u00e9gia \u00e9 o que diferencia quem vende produtos de quem se torna refer\u00eancia.Seis movimentos sustentam algumas das marcas mais admiradas no mundo: personaliza\u00e7\u00e3o, inova\u00e7\u00e3o, conex\u00f5es emocionais, conhecimento profundo, escassez inteligente e fideliza\u00e7\u00e3o silenciosa. 1. 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