Iguatemi: creating opportunities for international luxury brands in Brazil

The Brazilian luxury goods market has been registering substantial growth with many international brands establishing presence in the country. When entering the market, the perfect location seems for most of them to be found in Iguatemi Group’s Shopping Malls. This research focuses the topic of Luxury Market and Retail, in the form of a case study on Iguatemi Group, which tries to understand How is Iguatemi Group creating opportunities for International Luxury Brands in Brazil? To understand the context of the case, the text explores the Brazilian market evolution, its attraction factors and challenges, the location choice methodology used by international luxury brands, and finally, how is the Iguatemi Group creating opportunities for these brands in Brazil. For doing so, a multiple-methods approach was followed so to achieve a non-biased result. In-depth interviews were conducted with Iguatemi’s managers, international luxury brands’ managers and experts in luxury market and retail; non-participant observation was held, and documentation was examined. The research found that the entry of International Luxury Brands in Brazil started about 20 years ago, mainly explained by the positive structural economic reforms Brazil experienced in this period. 60% of the studied brands chose São Paulo’s Iguatemi malls as first location, in particular Iguatemi São Paulo and JK Iguatemi. The preference over these locations relies mainly on the reputation of the Iguatemi brand and on its positioning in the market which seems to be aligned to that of these brands. From its side, Iguatemi has started actively gathering international luxury brands into the market since 15 years ago, and has intensified its action by creating iRetail, an internal company to the group representing some international luxury brands in Brazil, which have, thus, exclusive locations in its malls. The role of Iguatemi, hence, goes beyond that of a real estate company, by approaching the market with a 360° strategy. These findings contribute for academic purposes, in the extent to which they propose a so far rather unexplored topic, and for managerial purposes by describing a best practice in the shopping center sector. However, the study does not mean to be generalized. Consumers’ perspectives on Iguatemi Group were not addressed; rather, the research took a business to business approach.

Neww challenges in the luxury universe: an exploratory study of the concept of luxury experience in the Brazilian market from the perspective of brands and consumers: a case study of Pati Piva.

Luxury has evolved over the centuries; new challenges have created questions of appropriate strategies for brands. Experience and authenticity became important aspects in the field: consumers are enjoying more material comfort and there is a trend of a cultural shift for personal fulfillment and aspiration through experience. The biggest challenge for today's luxury marketers is to not only talk to the target, but to understand how the target is shifting, while not alienating consumers and damaging the brand´s image. Considering managers and consumers perspectives separately, it would be possible to conclude that their perceptions are congruent, as many studies have presented. However, if perspectives are put together and compared, different realities could emerge. This exploratory research is based on a case study that describes both perspectives of their perception on luxury experience, consumer behavior and consumption motivations, and luxury retailing. It was developed interviews with the brand owner and 10 brand´s consumers, and also indirect observations in the brands distribution formats. In the brand perspective, the case study has shown that luxury experience involves the construction of brand experience strategy based on products, multiple retail channels, consumer engagement, personal activity, exploration of five senses and other forms. In the consumer´s perspective, results revealed that brand consumers interviwed have different luxury experience perceptions and expectations; however, what is common is that service and quality must be maintained and they reflected the overall experience. Additionally, luxury retailing influences directly the consumer´s perception that must integrate multiple channels to fulfill personal demands. The research makes contributions for both actors - brand and consumer, in the sense that translates theoretical concepts of the experience itself and tries to clarify aspects that are still unknown and explored through the exploration of ways to detect the alignment between brand and consumer expectations of the experience.

Too difficult to manage, too big to ignore: party choice in multiparty presidential systems

In consensual (proportional) highly fragmented multiparty settings, political parties have two historical choices to make or pathways to follow: i) playing a majoritarian role by offering credible candidates to the head of the executive; or ii) playing the median legislator game. Each of those choices will have important consequences not only for the party system but also for the government. The purpose of this paper is to investigate the role played by median legislator parties on coalition management strategies of presidents in a comparative perspective. We analyze in depth the Brazilian case where the Partido do Movimento Democrático Brasileiro (PMDB) has basically functioned as the median legislator party in Congress by avoiding the approval of extreme policies, both on the left and on the right. Based on an expert survey in Latin America, we built an index of Pmdbismo and identified that there is a positive correlation between partisan fragmentation and median legislator parties. In addition, we investigate the effect of having a median legislator party in the governing coalition. We found that it is cheaper and less difficult for the government to manage the coalition having the median legislative party on board.

Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch

As stated by Hoffmann and Coste-Manière (2012) “The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.” Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study “[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.” Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.

Illegitimate identity in the middle of an ideological crisis and tensions in the consumption network: a study on why plus-size fashion brands are illegitimate fashion elements

O presente trabalho explora as causas pelas quais o campo da moda plus size carece de legitimidade com as consumidoras plus size. Eu explorei o assunto em três artigos. No primeiro, eu estudo o processo de legitimação de um novo mercado emergente, o mercado da moda plus size brasileira e os desafios para sua a institucionalização. Eu conduzi dezessete entrevistas com consumidoras plus size, uma netnografia em quatro blogs de moda plus size brasileiros e analisei de maneira semiótica um site que vende roupas de moda plus size. Meus resultados indicam que, apesar de ter atores legítimos que promovem essas marcas de moda plus size, o campo da moda plus size ainda é percebido como uma versão vergonhosa do campo da moda. Defendo aqui que o fato de uma das lógicas de campo da moda plus size ser estigma, acaba afetando os projetos identitários das consumidoras de maneira depreciativa, de forma elas não se envolvem em práticas de capital cultural que ocorrem dentro do campo da moda plus size. No segundo artigo, eu conduzi uma introspecção genealógica em que eu pesquisei questões de identidade. Como uma mulher (que se assume ) plus size, eu imaginei que seria relevante para olhar para dentro de mim mesma, a fim de explorar a forma como a minha identidade liga-se com a rede semiótica-material que me rodeia em termos de moda, alimentos e outros elementos. Meus dados vieram tanto de técnicas de introspecção simultâneas, quanto retrospectivas. Em termos teóricos, eu usei a ideia de ―assemblages‖ e eu foquei minha análise tanto nos aspectos materiais da minha rede de consumo, quanto na estabilidade da rede. As consequências da minha assemblage estão ligadas a uma gestão de qualidade total da minha identidade, tanto online como off-line, refletidas em práticas de consumo que se conectam à ideia de uma lógica de consumo bulímica em que o consumo de alimentos e gestão corpo estão interligadas. Por fim, no meu terceiro artigo, eu explorei o conceito de identidade a partir do consumo da moda feminina plus size. Foram feitas catorze entrevistas fenomenológicas, cujos dados foram analisados a partir de uma perspectiva hermenêutica. Três categorias temáticas emergiram da análise de dados: a construção da identidade por meio da moda, elementos de identidade plus size e estratégias criativas para lidar com a falta de produtos para mulheres plus size no varejo. Entre os principais resultados, destacam-se a forma como o termo plus size atua como estigma, influenciando projetos de identidade das consumidoras, o papel do varejo no processo de estigmatização e a saga épica de compras, que envolve um "mercado negro", com a participação de vendedores. Eu concluo discutindo o papel da identidade na instabilidade do campo da moda plus size.

A prospective study on the dimensions of global brands, brand equity and brand value

This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.

Use of the internal standardization for difficult sampling by graphite furnace atomic absorption spectrometry

This work shows the potentiality of As as internal standard to compensate errors from sampling of sparkling drinking water samples in the determination of selenium by graphite furnace atomic absorption spectrometry. The mixture Pd(NO 3) 2/Mg(NO 3) 2 was used as chemical modifier. All samples and reference solutions were automatically spiked with 500 μg l -1 As and 0.2% (v/v) HNO 3 by the autosampler, eliminating the need for manual dilutions. For 10 μl dispensed sample into the graphite tube, a good correlation (r=0.9996) was obtained between the ratio of analyte absorbance by the internal standard absorbance and the analyte concentrations. The relative standard deviations (R.S.D.) of measurements varied from 0.05 to 2% and from 1.9 to 5% (n=12) with and without internal standardization, respectively. The limit of detection (LD) based on integrated absorbance was 3.0 μg l -1 Se. Recoveries in the 94-109% range for Se spiked samples were obtained. Internal standardization (IS) improved the repeatability of measurements and increased the lifetime of the graphite tube in ca. 15%. © 2004 Elsevier B.V. All rights reserved.

Influence of storage period and effect of different brands of acrylic resin on the dimensional accuracy of the maxillary denture base

The aim of this study was to evaluate the dimensional changes of denture bases made from different resins after different storage periods. For this purpose, 25 sets of plaster models/resin bases were prepared using 4 acrylic resins submitted to two types of polymerization: 1- QC-20 submitted to polymerization by microwave energy; 2- QC-20 submitted to polymerization by water hot bath; 3- Vipi Cril submitted to polymerization by water hot bath; 4- Vipi Wave submitted to polymerization by microwave energy; and 5- Onda Cryl submitted to polymerization by microwave energy. After polymerization, the specimens were sectioned for accuracy readings using a comparison microscope. Readings were taken at 3 points: the crests of the right (A) and left (B) ridges, and the median region of the palate, in 4 different periods. The data obtained were submitted to two-way ANOVA and Tukey's test at 5% significance level. The greatest distortions were found in the posterior palatal region of the base (M), with statistically significant difference (p<0.05) for the studied resins. All acrylic resins presented dimensional changes and the storage period influenced these alterations.

Microhardness assessment of different commercial brands of resin composites with different degrees of translucence

Owing to improvements in its mechanical properties and to the availability of shade and translucence resources, resin composite has become one of the most widely used restorative materials in present day Dentistry. The aim of this study was to assess the relation between the surface hardness of seven different commercial brands of resin composites (Charisma, Fill Magic, Master Fill, Natural Look, Opallis, Tetric Ceram, and Z250) and the different degrees of translucence (translucid, enamel and dentin). Vickers microhardness testing revealed significant differences among the groups. Z250 was the commercial brand that showed the best performance in the hardness test. When comparing the three groups assessed within the same brand, only Master Fill and Fill Magic presented statistically significant differences among all of the different translucencies. Natural Look was the only one that showed no significant difference among any of the three groups. Charisma, Opallis, Tetric Ceram and Z250 showed significant differences among some of the tested groups. Based on the results found in this study, it was not possible to establish a relation between translucence and the microhardness of the resin composites assessed. Depending on the material assessed, however, translucence variation did affect the microhardness values of the resin composites.

Fluoride concentration of some brands of fermented milks available in the market

Objectives: To evaluate the fluoride ion concentration in some fermented milks present in the market. Methods: Three brands of 6 fermented milks (Parmalat®-uva, Chamyto®, Paulista®, Batavito®, Yakult®, Vigor Club®) were analyzed. Fluoride concentration was evaluated after facilitated microdiffusion by HDMS. Results: Parmalat® products ranged from 0.022 μgF/g to 0.031 μgF/g, Chamyto® from 0.228 μgF/g to 0.272 μgF/g, Paulista® from 0.182 μgF/g to 0.220 μgF/g, Batavito® from 0.028 μgF/g to 0.030 μgF/g, Yakult® from 0.115 μgF/g to 0.206 μgF/g and Vigor Club® from 0.808 μgF/g to 1.171 μgF/g. Conclusions: The presence of fluoride could be observed in all of the fermented milks analyzed which can contribute with the total fluoride daily intake.

Economies of difficult viability: an option to be examined

Includes bibliography

Economies of difficult viability

Includes bibliography

Effect of different methods of cutting fluid application on turning of a difficult-to-machine steel (SAE EV-8)

In this study, different methods of cutting fluid application are used in turning of a difficult-to-machine steel (SAE EV-8). Initially, a semisynthetic cutting fluid was applied using a conventional method (i.e. overhead flood cooling), minimum quantity of cutting fluid, and pulverization. A lubricant of vegetable oil (minimum quantity of lubricant) was also applied using the minimum quantity method. Thereafter, a cutting fluid jet under high pressure (3.0 MPa) was singly applied in the following regions: chip-tool interface, top surface of the chip (between workpiece and chip) and tool-workpiece contact. Moreover, two other methods were used: an interflow between conventional application and chip-tool interface jet (combined method) and, finally, three jets simultaneously applied. In order to carry out these tests, it was necessary to set up a high-pressure system using a piston pump for generating a cutting fluid jet, a venturi for fluid application (minimum quantity of cutting fluid and minimum quantity of lubricant) and a nozzle for cutting fluid pulverization. The output variables analyzed included tool life, surface roughness, cutting tool temperature, cutting force, chip form, chip compression rate and machined specimen microstructure. Among the results, it can be observed that the tool life increases and the cutting force decreases with the application of cutting fluid jet, mainly when it is directed to the chip-tool interface. Excluding the methods involving jet fluid, the conventional method seems to be more efficient than other methods of low pressure, such as minimum quantity of volume and pulverization, when considering just the cutting tool wear. © 2013 IMechE.

Different methods of cutting fluid application on turning of a difficult-to-machine steel

Different methods of cutting fluid application are used on turning of a difficult-tomachine steel (SAE EV-8). A semi-synthetic cutting fluid was applied using a conventional method, minimum quantity of cutting fluid (MQCF), and pulverization. By the minimum quantity method was also applied a lubricant of vegetable oil (MQL). Thereafter, a cutting fluid jet under high pressure (3.0 MPa) was singly applied in the following regions: chip-tool interface; top surface of the chip; and tool-workpiece contact. Two other methods were used: an interflow between conventional application and chip-tool interface jet and, finally, three jets simultaneously applied. In order to carry out these tests, it was necessary to set up a high pressure system using a piston pump for generating a cutting fluid jet, a Venturi for fluid application (MQCF and MQL), and a nozzle for cutting fluid pulverization. The output variables analyzed included tool life, surface roughness, cutting tool temperature, cutting force, chip form, chip compression rate and machined specimen microstructure. It can be observed that the tool life increases and the cutting force decreases with the application of cutting fluid jet, mainly when it is directed to the chip-tool interface. Excluding the methods involving jet fluid, the conventional method seems to be more efficient than other methods of low pressure. © (2013) Trans Tech Publications, Switzerland.

Efficacy of Surface Treatments on the Bond Strength of Resin Cements to Two Brands of Zirconia Ceramic

Purpose: To compare the shear bond strength (SBS) of two cements to two Y-TZP ceramics subjected to different surface treatments.Materials and Methods: Zirconia specimens were made from Lava (n = 36) and IPS e.max ZirCAD (n = 36), and their surfaces were treated as follows: no treatment (control), silica coating with 30-mu m silica-modified alumina (Al2O3) particles (CoJet Sand), or coating with liners Lava Ceram for Lava and Intensive ZirLiner for IPS e.max ZirCAD. Composite resin cylinders were bonded to zirconia with Panavia F or RelyX Unicem resin cements. All specimens were thermocycled (6000 cycles at 5 degrees C/55 degrees C) and subjected to SBS testing. Data were analyzed by post-hoc test Tamhane T2 and Scheffe tests (alpha = 0.05). Failure mode was analyzed by stereomicroscope and SEM.Results: With both zirconia brands, CoJet Sand showed significantly higher SBS values than control groups only when used with RelyX Unicem (p = 0.0001). Surface treatment with liners gave higher SBS than control groups with both ceramic brands and cements (p < 0.001). With both zirconia brands, the highest SBS values were obtained with the CoJet and RelyX Unicem combination (> 13.47 MPa). Panavia F cement showed significantly better results when coupled with liner surface treatment rather than with CoJet (p = 0.0001, SBS > 12.23 MPa). In untreated controls, Panavia F showed higher bond strength than RelyX Unicem; the difference was significant (p = 0.016) in IPS e.max ZirCAD. The nontreated specimens and those treated with CoJet Sand exhibited a high percentage of adhesive and mixed A (primarily adhesive) failures, while the specimens treated with liners presented an increase in mixed A and mixed C (primarily cohesive) failures as well as some cohesive failure in the bulk of Lava Ceram for both cements.Conclusion: CoJet Sand and liner application effectively improved the SBS between zirconia and luting cements. This study suggests that different interactions between surface treatments and luting cements yield different SBS: in clinical practice, these interactions should be considered when combining luting cements with surface treatments in order to obtain the maximum bond strength to zirconia restorations.