The luxury market in Brazil is growing, especially in the digital universe. According to data from the Luxury Lab Global 2024 report by Euromonitor International, between 2019 and 2024, online sales of personal luxury items in Brazil registered a growth of 261%, highlighting the rapid adoption of e-commerce in the high-end segment.
In this scenario, renowned brands such as Hermès and Hugo Boss 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 launched 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 tokens (NFTs) with their purchases, unlocking exclusive benefits and services in the digital world.
Hermès has also strengthened its digital presence in the country by offering its collections through an official online store. Brazilian customers can purchase a variety of products, from fashion accessories to perfumes and jewelry, directly through the brand's website, which also communicates with customers via newsletters that are truly works of art. Just like in fashion, Hermès emails offer interactive experiences with animated images that take the consumer on a true sensory journey of the brand.
According to information fromVogue Business IndexLuxury brands are adopting digital tools to strengthen the connection with consumers, including the use of WhatsApp and AI-powered chatbots for more personalized service. The study also indicates that Latin America, especially Brazil, has become a focus of physical and digital investments by major brands, reinforcing the importance of omnichannel in the sector. These initiatives highlight agrowing trend among luxury brands to invest in digital channels and improve online communication with customers, meeting the demands of an increasingly connected Brazilian market.
Withvirtual consumersMore demanding and conscious, personalization in communication has been essential for the success of e-commerce. The shoe brandSarah Chofakiancombined WhatsApp and email marketingedroneto promote a cashback campaign, reaching 228 clients via mobile and over 7,000 by email. The result was an open rate of 58% on WhatsApp and a 9% conversion rate on email, generating over R$ 17,000.00 in sales with a single campaign.
“We know that our customers are contemporary women who live in a fast-paced world and need comfort, utility, lightness, practicality and style. This is how we designed our shoes, and now we seek to take this mission to communication with consumers, facilitating purchases, which can be made from anywhere, in just a few clicks, with advantages for loyal consumers”, explains Luiz Benine Netto, Operations Director and partner at Sarah Chofakian.
