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sexta-feira, 26 de outubro de 2012

Mercado do luxo crescerá 18 por cento no final do ano... na Ásia-Pacífico

O mercado de artigos de luxo crescerá 7 por cento nos três últimos meses de 2012, comparado com 2011, culminando um crescimento anual de 10 por cento, revela um estudo da Bain & Company, citado pela IDEX Online Newsletter. Ásia-Pacífico liderará, com 18 por cento de aumento no último quarto do ano, seguido do continente americano, com 13 por cento; a Europa, com 5 por cento, confirma o clima recessivo que se vai implantando no continente, já que no ano passado tivera para este período um aumento do dobro, 10 por cento.

Worldwide luxury goods market revenues will grow by 7 percent in the final three months of 2012 compared to 2011, culminating in full-year growth of 10 percent, reveals a recently released study by Bain & Company.

According to the 11th edition of the “Luxury Goods Worldwide Market Study,” luxury goods revenues will grow by double-digit figures for the third time since the “Great Recession” to reach an estimated €212 billion ($275 billion).

According to the latest research by IDEX Online Research analyst Ken Gassman, in the uncertain economy of 2012, fine jewelry and watch sales are expected to be about $71.1 billion, up about 4 percent from 2011. Jewelry and watch sales during the November-December 2012 holiday selling season are also expected to rise about 4 percent compared to the same two-month period last year.

The full holiday forecast is available to IDEX Online Research subscribers and IDEX Online members here

Geographically, sales in Asia-Pacific, driven by China, are projected to grow by 18 percent. The Americas will see revenues rising by 13 percent by year’s end. Unsurprisingly, at 5 percent, growth in Europewill approximately halve versus last year.

Bain estimates that the luxury goods market will grow, in real terms by 4 to 6 percent per year between 2013 and 2015, pushing the market to between €240 and €250 billion ($312 and $325 billion) by the middle of the decade.

“Concerns about market weakness are somewhat overblown,” said Claudia D’Arpizio, lead author of the study. “But we are seeing sharp disparities between brands that are not keeping up with the quickening pace of change in the market and those that are adjusting to shifts in tastes and demographics.”

The report also reveals that market growth is shifting substantially in several key ways:

1. Chinese consumers have transformed the luxury market, with growth in domestic sales and continued voracious spending as tourists. Greater China has bypassed Japan as the sector’s second market, behind the U.S. Chinese consumers make half of the luxury purchases in Asia, and nearly A third of those inEurope. Globally, a quarter of personal luxury goods purchases come from Chinese consumers

2. Ecommerce continues to grow at 25 percent growth a year, while sales at off-price (i.e., discount) outlets will see 30 percent growth. Together, these emerging channels amount to €20 billion ($26 billion), effectively the equivalent of sales in Japan

3. There is a generational shift with young consumers seeking significantly different experiences from luxury consumption, seeking uniqueness over heritage, 24/7 access over exclusivity and entertainment over shopping

4. Accessories have become the core category in personal luxury goods. For the first time, leather goods and shoes (27 percent of sales) have become the largest piece of the market. The category is seeing increasing levels of male spending, and increasing interest in higher quality, higher price items

5. Tourists account for 40 percent of global luxury spending. As tourism and luxury spending become more tightly intertwined, the experiential dimension of luxury consumption becomes as critical for brands to deliver as their products.

“Fundamentals for growth remain strong, but it’s going to be a bumpy ride,” said D’Arpizio. “The strategies that brands relied on to win in the past simply aren’t going to connect with the segments that will matter most in the second half of the decade.”

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