'Flawlessness is unquestionable at its best'
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In the world of corporate affairs, there is no other name as closely associated with luxury as that of Carlos Ferreirinha. Former CEO of Louis Vuitton in Brazil, he is the founder of MCF, a consultancy specializing in management intelligence for companies. His secret is to apply the principles that shape global "luxury brands" to the everyday life of companies. What can a luxury brand teach the real estate market?
Excellence and value creationFirst and foremost, that excellence is undeniable. There is no compromise. Luxury brands are true and modern schools of value creation. They transform the special into the extraordinary. They teach commitment to''differentiation and persistence in detail and show that it is possible to make a purchase based on desire rather than need.
The emotional factor in shopping
Is premium shopping driven entirely by the emotional factor? The customer has to desire. I usually say that making a luxury purchase decision happens when emotions override reason. You have to build a bridge that leads to an emotional purchase.
Professional development for real estate agents
In this regard, should real estate agents seek professional development? The traditional realtor no longer has a place: it needs to be reinvented with new principles - more education, dialog and content. In the sector''premium real estate needs to be able to talk about the project as a whole. Nobody buys a Ferrari because of the price of a carpet.
Emotional selling and storytellingWhat's the way forward? We need to prepare these professionals for more emotional selling. After all, in an era of hyper-connectivity, real estate buyers already come in knowing everything about a project. Therefore, storytelling and reasoning skills need to be improved. Moreover, realtors need to be able to tell stories.
The demand for managerial intelligence in the luxury industry
Of all the sectors that require our services, the real estate market has always been one of the leading ones. In these 22 years of MCF's operations, we have delivered projects for real estate developers and construction companies''in virtually every state in the country. We were already serving all the top ten Brazilian companies in the industry. But what has been happening in the last four years is something completely unrealistic. In 2023 alone, we are leading 16 real estate projects simultaneously. I have never seen something like this before.
Rising interest in luxury real estate
What explains this rise in interest in management intelligence in luxury real estate? It is due to a number of factors: the premium segment is more resilient due to the need to protect capital and assets during periods of greater economic volatility, better engagement with investors who have become key during periods of high interest rates, and the most''the largest concentration of wealth in the history of capitalism. But there is another factor that exceeds all of this.
Rethinking home after the pandemic
What's that factor? Rethinking home after the pandemic. During the crisis, the connection to home was completely altered.
First and foremost, that excellence is undeniable. There is no compromise. Luxury brands are true and modern schools of value creation. They transform the special into the extraordinary. They teach commitment to''differentiation and persistence in detail and show that it is possible to make a purchase based on desire rather than need.
The emotional factor in shopping
Is premium shopping driven entirely by the emotional factor? The customer has to desire. I usually say that making a luxury purchase decision happens when emotions override reason. You have to build a bridge that leads to an emotional purchase.
Professional development for real estate agents
In this regard, should real estate agents seek professional development? The traditional realtor no longer has a place: it needs to be reinvented with new principles - more education, dialog and content. In the sector''premium real estate needs to be able to talk about the project as a whole. Nobody buys a Ferrari because of the price of a carpet.
Emotional selling and storytellingWhat's the way forward? We need to prepare these professionals for more emotional selling. After all, in an era of hyper-connectivity, real estate buyers already come in knowing everything about a project. Therefore, storytelling and reasoning skills need to be improved. Moreover, realtors need to be able to tell stories.
The demand for managerial intelligence in the luxury industry
Of all the sectors that require our services, the real estate market has always been one of the leading ones. In these 22 years of MCF's operations, we have delivered projects for real estate developers and construction companies''in virtually every state in the country. We were already serving all the top ten Brazilian companies in the industry. But what has been happening in the last four years is something completely unrealistic. In 2023 alone, we are leading 16 real estate projects simultaneously. I have never seen something like this before.
Rising interest in luxury real estate
What explains this rise in interest in management intelligence in luxury real estate? It is due to a number of factors: the premium segment is more resilient due to the need to protect capital and assets during periods of greater economic volatility, better engagement with investors who have become key during periods of high interest rates, and the most''the largest concentration of wealth in the history of capitalism. But there is another factor that exceeds all of this.
Rethinking home after the pandemic
What's that factor? Rethinking home after the pandemic. During the crisis, the connection to home was completely altered.
What's the way forward? We need to prepare these professionals for more emotional selling. After all, in an era of hyper-connectivity, real estate buyers already come in knowing everything about a project. Therefore, storytelling and reasoning skills need to be improved. Moreover, realtors need to be able to tell stories.
The demand for managerial intelligence in the luxury industry
Of all the sectors that require our services, the real estate market has always been one of the leading ones. In these 22 years of MCF's operations, we have delivered projects for real estate developers and construction companies''in virtually every state in the country. We were already serving all the top ten Brazilian companies in the industry. But what has been happening in the last four years is something completely unrealistic. In 2023 alone, we are leading 16 real estate projects simultaneously. I have never seen something like this before.
Rising interest in luxury real estate
What explains this rise in interest in management intelligence in luxury real estate? It is due to a number of factors: the premium segment is more resilient due to the need to protect capital and assets during periods of greater economic volatility, better engagement with investors who have become key during periods of high interest rates, and the most''the largest concentration of wealth in the history of capitalism. But there is another factor that exceeds all of this.
Rethinking home after the pandemic
What's that factor? Rethinking home after the pandemic. During the crisis, the connection to home was completely altered.
Collaborations with luxury brands
"Collabs" with luxury brands - which is a new trend in the Brazilian real estate market. How do you assess this phenomenon? First of all, you have to understand the context. Dubai and Florida are global cities that attract real estate buyers from all over the world. And the connection with them is established through these also global brands. Brazil is a different country. We have very powerful architects who fulfill the role of high income dialog and project differentiation. Names like Arthur Casas, Isai Weinfeld and Patricia Anastassiadis are very strong in the residential' market'see more and more brands "playing" in residential real estate.
Predictions for the luxury market in BrazilHow do you assess the current situation of the luxury market in Brazil? What are the forecasts for 2024? Many people say that luxury consumption has slowed down. The truth is that no one can run a marathon every day: you can't maintain a growth rate of two or three times what it has been in recent years. As a result, I see stabilization rather than recession. I consider this healthy for the market. Luxury will continue to grow in Brazil for obvious reasons: first, we don't have the same maturity of consumption as in European and American markets; second, wealth generation in the country is unstoppable, with sectors and industries becoming world leaders - as in the case of''agribusiness. This is turning some peripheral regions into consumption centers where locals move around and shop in other cities. Ten years ago this was not the case. We're living in a true regional expansion. We have 210 million people living here. When consumption goes down in São Paulo, it goes up in the Central Region. If it goes down in the South, it goes up in the Northeast. It's a fantastic phenomenon.
How do you assess the current situation of the luxury market in Brazil? What are the forecasts for 2024? Many people say that luxury consumption has slowed down. The truth is that no one can run a marathon every day: you can't maintain a growth rate of two or three times what it has been in recent years. As a result, I see stabilization rather than recession. I consider this healthy for the market. Luxury will continue to grow in Brazil for obvious reasons: first, we don't have the same maturity of consumption as in European and American markets; second, wealth generation in the country is unstoppable, with sectors and industries becoming world leaders - as in the case of''agribusiness. This is turning some peripheral regions into consumption centers where locals move around and shop in other cities. Ten years ago this was not the case. We're living in a true regional expansion. We have 210 million people living here. When consumption goes down in São Paulo, it goes up in the Central Region. If it goes down in the South, it goes up in the Northeast. It's a fantastic phenomenon.
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