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What defines luxury made in Brazil: the case of Casa Pau-Brasil
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Orientador(es)
Resumo(s)
The “made-in” has beena key trend in the luxury market. As opposed to the established luxury made-in France or made-in Italy, nowadays there’s no definition of luxury made-in Brazil.This Work Project aims at defining the concept of luxury made-in Brazil, through the country-of-origin effect frameworkand qualitative research methods,that include semi-structured in-depth interviews with luxury consumers. Casa Pau-Brasil, a Brazilian high-end Concept Store present in Portugal, illustrates this Work Project,as subject of analysis under the insights gathered to define luxury made-in Brazil. Recommendations are given on how the store could leverage this concept.
Descrição
Palavras-chave
Country-of-origin effect Made-inlabel Substance and symbol Casa Pau-Brasil