The luxury market in Brazil is growing, mainly in the digital universe. According to data from the Luxury Lab Global 2024 report, from Euromonitor International, between 2019 and 2024, online sales of personal luxury goods in Brazil recorded a growth of 261%, highlighting 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. A 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, that combines traditional characteristics with new elements supported by blockchain, so that program members can 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, making your collections available through an official online store. Brazilian customers can purchase a variety of products, from fashion accessories to perfumes and jewelry, directly from the brand's website, that also communicates with customers through newsletters that are a true work 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 Index, luxury brands are adopting digital tools to strengthen the connection with consumers, including the use of WhatsApp and chatbots with artificial intelligence for a more humanized service. The study also points out that Latin America, especially Brazil, it has become a focus of physical and digital investments by major brands, reinforcing the relevance 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 aware, 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 thousand by email. The result was an open rate of 58% on WhatsApp and a conversion rate of 9% on email, generating more than R$ 17.000,00 in sales with a single campaign
"We know that our clients are contemporary women who live in a fast-paced world and need comfort", utility, lightness, practicality and style. This is how we conceive our shoes, and now we seek to bring this mission to communication with consumers, facilitating the purchase, that can be done from anywhere, in just a few clicks, with advantages for loyal consumers, explain Luiz Benine Netto, Operations director and partner at Sarah Chofakian
