luxury marketing: internationalization strategies for brazilian jewelry companies

Abstract

This article seeks to make an analysis of the luxury market and of Brazilian jewelry companies. The main objective is to analyze the attraction of external marketing to luxury brands internationalization, emphasizing Brazilian jewelry companies. First, the national environment of luxury market an jewelry in Brazil is presented. In sequence, it will address the possible goals, risks and opportunities that internationalized jewelry companies face in the expansion process and its difficulties in foreign markets. Finally, some forms of internationalization will be presented based on the case of the Brazilian jewelry companies H Stern and Talento Jóias. The methodology used in this article is exploratory, with documental analysis and in depth interview. As theoretical foundations for the article, the themes luxury, exportations, company internationalization and global market were addressed. The main author(s) researched were: Allérès (2006), Almeida (2007), Czinkota (2001), Grande (2007), Lipovetsky e Roux (2005). Among the main conclusions, Brazilian jewelry companies have great advantages compared to other countries, having the possibility to use Brazilian nature resources, like precious stones and gems, thus, it become more interesting and viable to innovate and conquer external market. Besides, jewelry market attractions make several entrepreneurs interested in opening business in this field, and lately internationalize them, such as H Stern case.