Now showing items 1-2 of 2
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 ...
Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch
As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the ...