So says a report in Buenos Aires to detect the behavior of the AB segment. How labels are positioned according to the motivation of luxury.
MK Strategic Communications, in partnership with FIFG Latin America, made a report on Premium Market in Argentina with the aim of having a deep study to understand the behavior of the TOP segment and detect drivers in the consumer segment AB. This study which is general and covers several segments determined that this fraction of the market in the category Wines & amp; Sparkling do live national and international brands such as Philip Rutini, Catena Zapata, Crystal, Dom Perignon, Chateau dYquem
Among the motivations and defining luxury studio for this target ensures that one of the main premises of the consumer is that which is or may be massive, non-luxury brands Exclusive brands have second or third and not said luxury brand, says Top brand Premium Market in Argentina study was conducted through focus groups of men and women 18 and older segment AB, during the months of July and August 2007 Consumption by Category the study covering several categories shows that: In Fashion: These consumers go for the Italian or French brands. There is also room for some very exclusive national. Everything is defined by the origin or the place in Avenida Alvear. For example, Hermes, Valentino, Armani (but outside), Escada, Channel, Ermenegildo Zegna, Hugo Boss, Peter Kent, among others. In Cars: no paradigmatic brand, but are inclined by Rolls Royce, Jaguar, Mercedes Benz and model-by price, Porsche, Alfa Romeo, Lamborghini, Ferrari, Maserati In Technology: no conflict, because they consider luxury. The technology per se is considered or tending to massive overcrowding. In this respect mention: Sony, Apple, Ipod. The difference in these products can be in designing, for example, store the Bang & amp; Olufsen. What is luxury for these consumers 90 From the study indicates that there is a redefinition of the term luxury (which can be taken as excess, or Show off tacky nouveau riche). Thus consumers determined that luxury itself in Argentina today as defining a lifestyle generates blames who can enjoy it and fear. Is this how other denominations are looking for this word. I speak of exclusive brands that do not necessarily involve luxury but distinction, personality commented in the study groups. The target of the study precludes this concept and prefer to re-nominate Luxury as:
– It is the distinct,
– What inaccessible
– And who wields usufruct know. In light of this reflection by the target, not the whole face is luxury brand.
While many of them are accessible to certain purchasing power, only luxury brands (exclusive, exquisite) those who demand a subject: – Distinguished
– Knowledgeable
– Exclusive and Exquisite reflecting the object you want and have. Source: Wine Area
