Perspectives 2008 - Road to Eldorado: Investing in the Latin American market

Monica Magaña

Villa Daslu is one of Latin America’s most exclusive shopping malls. It opened in São Paolo, Brazil in 2005 with every luxury item available from around the world: Jaguar cars, Armani suits, Cartier jewels and watches, Bang & Olufsen stereos, and Louis Vuitton bags.

The rationale behind each brand’s investment in this exclusive shopping mall was not only Latin America’s economic growth but also the fact that Latin American consumers have refined tastes and the desire to use global brands. The middle class is spending more on luxury brands than ever before.

Branding in emerging markets
Latin America is often considered to be one of the world’s emerging markets. More than half the world’s population lives in emerging markets — countries that have demonstrated a steady growth in GNP and which are implementing economic or political reforms designed to attract foreign investment.