The strategies of luxury brands in search of new markets

The globalization process and the consolidation of e-commerce as one of the fastest growing sales platforms in the world are responsible for new business approaches and approaches by luxury brands.

A very visible aspect of this scenario can be seen in the strategies that seek to conquer new markets and, especially, new clients. Although the Internet has promoted the elimination of physical barriers, making products accessible online, physical retailing still has great relevance in the aggregation of annual results and, according to research conducted in the area, the tendency is that this will be maintained for a long time time.

Thus, regions that until recently were not contemplated with the opening of stores of the main brands in the world, began to receive large investments in this area. A good example is Silicon Valley, a North American region famous for harboring some of the world’s most important technology companies.

Although the locality was a reference from the professional and corporate point of view, the high-level organizations did not see a great return there. This is changing. According to Axel Dumas, Hermès’s chief executive, opening a business address in the French Silicon Valley brand came “after our boutique in San Francisco has achieved very strong results. day, you can see how residents usually invest more in their cars than in their clothes. We hope we can change that a bit, “added Dumas.

Besides Hermès, other iconic dome brands Louis Vuitton, Cartier, Christian Dior, Balenciaga and Yves Saint Laurent have stores in the region or in nearby locations. If elegance and interest in fashion never form obsessions of Steve Jobs, creator of Apple, or Mark Zuckerberg, creator of Facebook, as it relies on luxury brands, the fashion world will go hand in hand with the technological innovations from here to front.