{"id":3839,"date":"2019-06-13T15:30:35","date_gmt":"2019-06-13T12:30:35","guid":{"rendered":"https:\/\/super-news.info\/es\/eluxury-asi-marcan-los-centennials-el-rumbo-del-sector-del-lujo\/"},"modified":"2019-06-13T15:30:36","modified_gmt":"2019-06-13T12:30:36","slug":"eluxury-asi-marcan-los-centennials-el-rumbo-del-sector-del-lujo","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/eluxury-asi-marcan-los-centennials-el-rumbo-del-sector-del-lujo\/","title":{"rendered":"#eLuxury: as\u00ed marcan los centennials el rumbo del sector del lujo"},"content":{"rendered":"

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Iv\u00e1n Burgos, connected car manager en Porsche Ib\u00e9rica, analiza en FOA Barcelona 2019, las claves del auge y las oportunidades del denominado e-luxury.<\/p>\n

En el mundo del lujo no existe la crisis. Con una facturaci\u00f3n de 453.000 millones de euros en 2017,<\/strong> unas previsiones de crecimiento del 4% hasta 2021, superando los 510.000 millones de euros, el mercado de alta gama contin\u00faa su tendencia al alza.<\/p>\n

Parte de este florecimiento del lujo, tanto dentro como fuera de nuestras fronteras, se debe a la transformaci\u00f3n de un sector que ha encontrado en mundo digital una puerta hacia unos consumidores m\u00e1s j\u00f3venes, los millennials y centennials,<\/strong> pero muy interesados en la alta gama.<\/p>\n

De hecho, este grupo es el responsable de la transformaci\u00f3n que en los \u00faltimos a\u00f1os\u00a0ha redefinido tanto el concepto de lujo, como sus narrativas, canales y comunicaci\u00f3n, dando lugar al denominado e-luxury.<\/strong><\/p>\n

Y es que, en 2025, los millennials y la Generaci\u00f3n Z ser\u00e1n responsables del 45% del mercado de los bienes personales de lujo y del 130% de su crecimiento,<\/strong> estableciendo un nuevo entorno en el que, si bien las marcas tienen grandes oportunidades, tambi\u00e9n deber\u00e1n enfrentarse a retos.<\/p>\n

Estos consumidores piensan, viven y gastan de una manera radicalmente distinta a la de anteriores generaciones. Sus exigencias han cambiado y lo que esperan de las marcas trasciende el propio producto. Son personas digitales, que viven en una sociedad post capitalista y que tienen un comportamiento diferente.<\/p>\n

As\u00ed, el 67% de ellos desea productos fruto de la colaboraci\u00f3n entre marcas<\/strong> frente al 50% de los consumidores de lujo tipo.<\/p>\n

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A los millennials y la Generaci\u00f3n Z les chifla el lujo<\/strong><\/p>\n<\/blockquote>\n

Si el precio y la exclusividad marcaba hace unas d\u00e9cadas la diferenciaci\u00f3n del sector, hoy hace falta mucho m\u00e1s para conquistar a los j\u00f3venes y es que, mientras el 57% considera el producto pre-pose\u00eddo cuando consumen lujo, y tambi\u00e9n consideran desprenderse de \u00e9l; el 64% est\u00e1 influenciado por la sostenibilidad de las marcas (vs. 59% consumidores tradicionales de lujo).<\/p>\n

De esta manera,\u00a0el escenario digital y, m\u00e1s concretamente las redes sociales, son canales clave\u00a0para posicionarse en su top of mind. De hecho, un 95% prefiere la comunicaci\u00f3n en redes sociales<\/strong> en contraste al 81% consumidores de lujo.<\/p>\n

Los comportamientos diferentes generan grupos y perfiles diferentes. Adem\u00e1s, asociados a estos perfiles han nacido fen\u00f3menos como la “chinifcaci\u00f3n”<\/strong> del lujo pues el 44% del gasto en bienes de lujo se produce en el pa\u00eds asi\u00e1tico; el nuevo emprendedor rico procedente del sector tecnol\u00f3gico y los millennials y centnnials que impulsan tambi\u00e9n el crecimiento de este sector.<\/p>\n

El canal online es imprescindible en la industria del lujo y es que permite abastecer una demanda creciente y deslocalizada. Ejemplo de ello es China donde el 80% de las tiendas de lujo se sit\u00faan en las principales ciudades del pa\u00eds, pero el 75% de la demanda procede de otras regiones.<\/p>\n

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El lujo se “chinifica”: el 44% del gasto en bienes de lujo se produce en China<\/strong><\/p>\n<\/blockquote>\n

“Los nombres de los nuevos productos tienden a las palabras chinas porque las marcas somos conscientes de la influencia de este mercado”, cuenta Iv\u00e1n Burgos, connected car manager de Porsche Ib\u00e9rica.\u00a0<\/strong><\/p>\n

Entre las iniciativas que ha puesto en marcha Porsche respondiendo a las nuevas demandas del sector, se encuentra la colaboraci\u00f3n con marcas como Microsoft con quien cre\u00f3 un videojuego; Huawei con quien dise\u00f1\u00f3 uno de sus tel\u00e9fonos.<\/p>\n

“Hay que elegir muy bien los partners, porque los j\u00f3venes quieren colaboraciones entre marcas ic\u00f3nicas”<\/strong>, explica el ponente.<\/p>\n

Pero tambi\u00e9n ha apostado por experiencias en pop up stores donde los usuarios pueden disfrutar de m\u00fasica, entretenimiento y, por supuesto, los exclusivos coches atendiendo a la tendencia de la “leisurizaci\u00f3n”.\u00a0<\/strong><\/p>\n

Finalmente, una de las tendencias m\u00e1s destacadas es la consolidaci\u00f3n del mercado de segunda mano.<\/strong> “Los j\u00f3venes han aceptado que haya un mercado de segunda mano regulado, pero debe tener la experiencia del lujo”.<\/p>\n

Junto a ello, los marketeros deben prestar atenci\u00f3n a los influencers<\/strong> como elementos clave en las decisiones de compra de los consumidores y que se ejerce a trav\u00e9s de las redes sociales.<\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n

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[ad_1] Iv\u00e1n Burgos, connected car manager en Porsche Ib\u00e9rica, analiza en FOA Barcelona 2019, las claves del auge y las oportunidades del denominado e-luxury. En el mundo del lujo no existe la crisis. Con una facturaci\u00f3n de 453.000 millones de euros en 2017, unas previsiones de crecimiento del 4% hasta 2021, superando los 510.000 millones […]<\/p>\n","protected":false},"author":2,"featured_media":3840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-3839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"\n#eLuxury: as\u00ed marcan los centennials el rumbo del sector del lujo - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/es\/eluxury-asi-marcan-los-centennials-el-rumbo-del-sector-del-lujo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#eLuxury: as\u00ed marcan los centennials el rumbo del sector del lujo - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Iv\u00e1n Burgos, connected car manager en Porsche Ib\u00e9rica, analiza en FOA Barcelona 2019, las claves del auge y las oportunidades del denominado e-luxury. 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