How to engage luxury consumers in Latin America
Ivan Castano
Latin America's luxury market is booming, underpinned by robust economic growth in Mexico, Brazil and several South American countries. The phenomenon has put the region on the map for the world's largest luxury brands, which are expected to spend billions to pursue aggressive expansions.
The big question, however, is how these brands can devise appropriate marketing campaigns to reach this emerging and exciting new customer segment.
It's a commonly held belief that marketing to wealthy Latin Americans must be done differently than marketing to the elites of Asia or other...