publication . Master thesis . 2012

Marketing strategy for luxury retail : how to attract international consumers of luxury in Portugal : Fashion Clinic case study

Candeias, Marta Pimentel;
Open Access English
  • Published: 07 Feb 2012
  • Country: Portugal
Abstract
Nowadays the luxury market is characterized by the high competitiveness and current globalization, with retailers and brands themselves making a great effort to achieve success. In Portugal, despite the unfavorable economic situation that the country undergoes, the luxury retail market has accompanied this increase global trend. Such a growth is meaningfully due to the increasing demand of international luxury brands by foreigners from emerging countries like Angola or Brazil. These consumers, with a high purchasing power, are attracted either for lack of offer in their own countries or for more reasonable prices in Portugal. Therefore luxury players must concen...
Subjects
free text keywords: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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