“We are well above what we planned in terms of sales”says Daniela Gontijo, country general manager for South America at Louis Vuitton.
The executive says that it was a wise decision to continue with the plans that the brand had when starting operations in Peru, despite the crisis situation generated by the pandemic. “We have waited a bit to celebrate the opening of the store because a year ago we were not in the ‘mood’, but our sales expectations have been exceeded”, comment.
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Third in sales and plans
Gontijo maintains that at the beginning there was information that it could be a good market due to the country’s macroeconomic figures, but they knew little about the consumer. However, “through the friends of Belmond (the hotel operator that is also part of the French conglomerate LVMH) we have been able to learn that there is a great demand for luxury in Peru. That was a very positive surprise and a perfect match for doing business”, he says.
Although he cannot reveal figures, Gontijo points out that of the five markets in which Louis Vuitton is in Latin America (Brazil, Argentina, Colombia, Chile and Peru), our country is already in third place in sales in a year . “Brazil remains our largest operation,” he notes.
With a view to the second year, the regional directive says that it is still too early to talk about a second store, but that they are open to including new product categories in the store. “Why not talk about jewelry or fragrances, for example? There is constant work to elevate what this space offers,” he explains.
What is the Peruvian luxury consumer like?
As for competition, Gontijo points out that her job as director is also to attract new investment in the region. “We hope not only to continue making the business grow, but also that other brands, in honor of our pioneering spirit, are encouraged to open,” says Daniela.
He argues that competition is good for the consumer who, in the luxury segment, tends to use more than one brand. “We want them to come. They help us to educate and build loyalty”, she details.
About the client, the directive says that the profile is very varied. “They are all local customers, there are not many tourists,” he says.
It also says that the average ticket varies according to the consumer’s need. “Every time it comes to the store, it has a different (need). The idea of a luxury business is the long term, not a simple transaction”, he adds.
IN SHORT
A different consumer. For Daniela Gontijo, part of the success in sales in this first year is due to the fact that Peruvian and Latin American clients in general are used to experiencing different types of crises, whether economic or social. “I think we separate things. One thing is day to day, what you want to do and achieve, and the other is politics”, says the Brazilian executive.
Source: Gestion
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