Spark, how creativity works

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Aula de MKT de LUXO com Lipovetsky

Já aviso logo: este post é grande (enorme!). Ou melhor, não é um post num formato de blog, mas uma aula adaptada pra quem quer saber mais sobre o mercado de luxo - e marketing de luxo! O que isso tem a ver com Lisboa? Esclareço. Outro dia li na revista ipslon, do jornal público.pt, uma entrevista com o filósofo Gilles Lipovetsky - autor do livro que eu adoro "O Luxo Eterno", escrito com Elyette Roux - e que trouxe em minha mala.

A entrevista se deu por conta do lançamento do livro aqui em Portugal e à presença do filósofo aqui em Lisboa, onde defendeu que o luxo está em expansão no mundo mas que é preciso se ter cuidado com a imprudência da liberdade do consumo individual como geradora de crise. Alertou ainda sobre os cuidados que as marcas precisam ter no cenário atual. Enfim, como corre marketing em minhas veias, trouxe highlights da entrevista e do livro já com minhas análises e conclusões para registrar aqui este assunto mais do que antropológico,

atualíssimo!

Aproveitem...

- Os tipos de LUXO: Primeiro e antes de mais nada preciso dizer que acho bárbara a visão e distinção que o autor faz entre "luxo público" e "luxo privado". O "luxo público" é aquele secular, com vista ao bem social, coletivo, de ideal humano e justo - o que eu chamaria de luxo partilhado por todos e para todos. Exemplos? Castelos e palácios que se tornaram bens da humanidade. Ou quando uma grande marca de luxo investe em uma fundação. Já o "luxo privado" é associado ao indivíduo ou o que o autor chama de neo-indivíduo, com uma preponderância excessiva e preocupante, apesar de legítimo, vivendo-se na acumulação, de consumo sem fim. Para Lipovetsky, os grandes sonhos coletivos infelizmente acabaram.

- Privado: demonstrativo ou emocional: Gostaria de destacar a forma como Lipovetsky analisa o "luxo privado", diferenciando-o em duas vertentes: o associado à qualidade de vida e o associado à alteração dos padrões de consumo/ascensão social. É

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