Insights for industry/marketing partners

The success or failure of modern business can stem from ill-informed or well-balanced choices. We can assist you to uncover insights that can help drive positive business decisions.

Our research uses a variety of methodologies to understand not only how your target markets evolve and work, but how they react to marketing and advertising within different cultures, and the impact this can have on society and brands.

Understanding this link between your consumers’ hearts and minds to drive better business choices could be the smartest decision you make.

To discuss this further, please contact Dr Bernardo Figueiredo.

Case study: A cultural perspective on luxury fashion brands in an emerging market

Situation

Brazil’s cult of the body is acknowledged worldwide as a socio-cultural phenomenon, where body can be turned into capital that helps consumers navigate social hierarchies. This in turn drives markets such as cosmetic surgery, diet-medicine, fashion and beauty. 

To convey consistent luxury brand narratives in an emerging market like Brazil, fashion brands need to dig deeply in the socio-historical construction of beauty ideals to map their marketing plans.

Approach

We employed a socio-semiotic approach involving a deep reading of cultural texts on luxury, body and status in relation to the Brazilian socio-historical manifestation.

We also analysed thousands of ads from luxury brands in top Brazilian fashion magazines in relation to the cultural discourses about body ideals found in the Brazilian market.

Findings 

The semiotic analysis exposed a vibrant scenario in which the Brazilian fashion market is far more complex than the US or Europe’s – which also meant there are multiple beauty opportunities for diverse players.

For local luxury brands in the market, the analysis helped formulate strategies to help them leverage their position. It showed how to identify an already cluttered space that would be difficult to compete in. And importantly, how to see opportunities that could be utilised if they employed a creative re-reading  of tropical signs.

See the RMIT Research Repository for more information about this study.