The luxury market in Brazil is growing, especially in the digital realm. According to data from the Luxury Lab Global 2024 report by Euromonitor International, between 2019 and 2024, online sales of personal luxury goods in Brazil grew by 261%, showcasing the rapid adoption of e-commerce in the high-end segment.
In this scenario, renowned brands like Hermès and Hugo Boss have expanded their online operations, strengthening digital communication with customers. Hugo Boss, for example, launched its own virtual platform in 2023, developed in partnership with Infracommerce, and in 2024 introduced a new loyalty program called HUGO BOSS XP, which combines traditional features with new blockchain-supported elements, allowing program members to collect BOSS XP and HUGO XP (NFTs) tokens with their purchases, unlocking exclusive benefits and services in the digital world.
Hermès has also strengthened its digital presence in the country, offering its collections through an official online store. Brazilian customers can purchase a variety of products, from fashion accessories to perfumes and jewelry, directly on the brand’s website, which also communicates with customers via newsletters that are true works of art. Just like in fashion, Hermès emails offer interactive experiences with animated images that take consumers on a genuine sensory journey with the brand.
According to information from Vogue Business Index, luxury brands are adopting digital tools to strengthen their connection with consumers, including the use of WhatsApp and AI-powered chatbots for more personalized service. The study also notes that Latin America, especially Brazil, has become a focus for physical and digital investments by major brands, reinforcing the relevance of omnichannel in the sector. These initiatives highlight a growing trend among luxury brands to invest in digital channels and enhance online communication with customers, meeting the demands of an increasingly connected Brazilian market.
With digital consumers becoming more demanding and aware, personalization in communication has become essential for e-commerce success. The footwear brand Sarah Chofakian combined WhatsApp and email marketing from edrone to promote a cashback campaign, reaching 228 customers via mobile and over 7,000 via email. The result was a 58% open rate on WhatsApp and a 9% conversion rate via email, generating over R$17,000 in sales from a single campaign.
“We know our customers are contemporary women living in a fast-paced world who need comfort, utility, lightness, practicality, and style. That’s how we design our shoes, and now we’re bringing that mission to consumer communication, making shopping easier—anywhere, with just a few clicks—while offering perks for loyal customers,” explains Luiz Benine Netto, Operations Director and partner at Sarah Chofakian.
