April 10, 2013

Lacoste, Brazil’s most popular online luxury brand and 80 years of polo t-shirts


In 2012, Brazilians have splashed on luxury goods somewhere in excess of USD 11.9 billion. And the estimates for the next 5 years’ trend are more than optimistic. An annual increase of 25% is being taken into account, as Bain & Co. data published by Bloomberg shows.

For a more in depth analysis of the Brazilian luxury buyers’ preferences, Digital Luxury Group has looked into the performance or over 300 high street brands, as seen through 20 million internet searches – statistically speaking, already determined as the surveyed group’s option of choice when it comes to following trends.

The results have been filtered in a number of directions. When it comes to overall luxury products, cars are topping the list, followed by fashion. Inside this second segment, apparel, leather accessories, shoes and sunglasses are the Brazilians’ top interests in luxury items.

Furthermore, according to the study, it becomes increasingly obvious that they show a clear preference for casual clothing. As far as handbags go, on the contrary, their tastes span to the opposite side of the spectrum, with ultra high end Louis Vuitton, Michael Kors, Chanel, Céline and Hermès as the most searched for labels.

Overall, the most popular online luxury brand in Brazil is, undeniably, Lacoste. Calvin Klein, Chanel, Ralph Lauren, Giorgio Armani, Louis Vuitton, Hermès, Prada, Céline and Gucci follow suit in the top 10 of the dynamic BRICS market.

This year, Lacoste is celebrating its 80 years of illustrious existence. On the other hand, since 2010 it has as Creative Director the Portuguese Felipe Oliveira Baptista, element seen as yet another possible factor explaining Lacoste’s great appeal and success seen Brazil.



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Photo source: Lacoste