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Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
Iguatemi: creating opportunities for international luxury brands in Brazil
The Brazilian luxury goods market has been registering substantial growth with many international brands establishing presence in the country. When entering the market, the perfect location seems for most of them to be ...