The workshop focused on the purchasing behaviour of luxury goods by consumers of the emerging countries, analyzing in particular China, India and Russia.
It has been tryed to better understand the meaning of “luxury” to the emerging countries consumers, trying possibly to give a definition of the term.
Some experts and responsibles of italian firms in this field took part at the meeting, showing some aspects of the success of the firms which they belong to.
Special guest of the event was Lyn Heward of “Cirque du soleil”, who spoke about “Creativity and talent management as a key factor of success of the Italian Style” with a really inspiring and stirring illustration.
A remarkable aspect that has been drawn during the meeting is that even if the “brand” of Italy associated with luxury and fashion products is a well known and renowned one all over the world (though sometimes some entrepreneurs themselves are not always fully aware of) it’s necessary not to take for granted anything, for the global competition in this field is very high. Still, it’s required a great deal of study and research on this topic (which the above mentioned Committee, for istance, is aimed to), as well as of massive investments by entrepreneurs, in order to understand and meet the different tastes, perceptions and purchaing habits of the emerging eastern countries consumers. So, only with a steady and organized commitment, not resting but striving for success, the italian brands of luxury will be able to conquer the consensus of the growing number of emerging countries middle and upper class consumers.
Info at : www.mip.polimi.it
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