Online sales of luxury goods grow more than 200% in Brazil

The luxury market in Brazil is growing, especially in the digital universe. According to data from the Luxury Lab Global 2024 report by Euromonitor International2019 To 2024, online sales of personal luxury items in Brazil registered a growth of 261%, evidencing the rapid adoption of e-commerce in the high standard segment.

In this scenario, renowned brands such as Hermes and Hugo Boss expanded their online operations, strengthening digital communication with customers. Hugo Boss, for example, launched in 2023 its own virtual platform, developed in partnership with Infracommerce, and in 2024 launched a new loyalty program, called HUGO BOSS XP, which combines traditional features with new elements supported by blockchain, so that program members can collect BOSS XP and HUGO XP tokens (NFTs) with their purchases, thus unblocking exclusive benefits and services in the digital world.

Hermes has also strengthened its digital presence in the country, making its collections available 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 through newsletters that are a true work of art. As in fashion, Hermes emails offer interactive experiences with animated images that take the consumer on a true sensory journey of the brand.

According to information from Vogue 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, has become a focus of physical and digital investments by major brands, reinforcing the relevance of omnichannel in the sector growing trend among luxury brands to invest in digital channels and improve online communication with customers, meeting the demands of an increasingly connected Brazilian market.

With virtual consumers more demanding and aware, personalization in communication has been essential for the success of e-commerce.The footwear brand Sarah Chofakian combined WhatsApp and email marketing edrone to promote a cashback campaign, reaching 228 customers via mobile and more than 7 thousand by email. The result was an open rate of 58% on WhatsApp and a conversion of 9% in 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 world and need comfort, utility, lightness, practicality and style. Thus we designed our shoes, and now we seek to take this mission to communication with consumers, facilitating the purchase, which can be made from anywhere, in a few clicks, with advantages for loyal customers”, explains Luiz Benine Netto, Chief Operating Officer and Partner at Sarah Chofakian.