Luxury Market Is Not In Crisis

510 words - 3 pages

Il mercato del lusso non conosce crisi
Il mercato del lusso non conosce crisi. Nel 2012 gli acquisti dei beni di lusso sono saliti del 10%, oltrepassando così la soglia dei 200 miliardi di euro, toccando quota 212. E’ il terzo anno consecutivo che si registra una crescita in doppia cifra, nonostante l’economia stia attraversando un periodo di “double dip recession” globale. A sostegno di tale crescita possono essere identificati 3 key drivers: in primis, il ruolo delle economie emergenti, con particolare riferimento alla Cina. Il mercato cinese, nonostante il processo di maturazione in corso, si conferma infatti il motore della crescita, registrando un tasso di sviluppo del 18-22% nel 2012(in calo rispetto al 2011,dove il tasso era pari al 35%). Il suo sviluppo è tuttavia il quadruplo di quello degli Usa e dell’ Europa ...view middle of the document...

Nella realtà indiana, inoltre, nuove città si stanno proponendo come “destinazioni di lusso”: su tutti, Chennai, Hyderabad e Pune. Il secondo key driver della crescita, secondo lo studio “Worldwide luxury markets monitor” di Bain&Co., è identificato in una particolare categoria di prodotti: gli accessori. Un numero sempre maggiore di brand di lusso sta offrendo, infatti , opzioni personalizzate come ad esempio i prodotti di cuoio fatti su misura per far in modo di incontrare il crescente desiderio per la differenziazione. Inoltre, molti brand stanno utilizzando nuovi segni di riconoscimento per i loro prodotti: le forme delle borse e l’utilizzo di particolari materiali stanno sostituendo i loghi come strumento di distinzione. Il terzo fattore di spinta viene identificato nel segmento che, ormai dagli anni 2000,domina il mercato del lusso: il lusso esclusivo, situato al top della canonica piramide. L’insaziabile ricerca per la qualità e per l’ artigianalità ha indotto molti brand a focalizzarsi nella loro “top offer” piuttosto che in quella “entry level”. Ma non è finita qui. Le prospettive per gli anni successivi sono brillanti, grazie all’affermazione delle cosiddette nuove economie emergenti: il sud-est asiatico, dove si assiste al contrasto tra paesi altamente sviluppati e quelli emergenti, è unito da una forte aspirazione al lusso; L’Eurasia centrale, composta da un set di regioni molto diverse tra loro, è accomunata da una crescente “sete” per il settore. Infine, il Sudafrica, il maggior fornitore delle materie prime di lusso, si sta ora proponendo come un potenziale “target market”, spinto da fattori macroeconomici(stabili condizioni politico-economiche), commerciali(riduzione delle tasse doganali sui beni di lusso), dall’affermazione della classe benestante e dall’appetito per i prodotti che conferiscono uno “status symbol”.

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