La historia del petroleo by Daniel Yergin ; traduccion de Maria Elena Aparicio

By Daniel Yergin ; traduccion de Maria Elena Aparicio Aldazabal .

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For the first time, Bain & Company dedicated a whole page to Brazil in its report on the worldwide luxury market. Another relevant fact from 2012 is that luxury brands left Argentina, further enhancing the position of the Brazilian luxury market. 16 The Luxury Market in Brazil Predictions are that, unless there is another world crisis or unpredictable occurrence (such as an earthquake, tsunami or terrorist attempt), the luxury market will have a global turnover between €245 billion and €255 billion in 2016.

This means that any lack of recognition for ‘being’ requires higher levels of ‘having’ as a password to a social group and to access its status. The condition of ‘having’, however, reflects two sides of consumerism: the satisfaction of a personal need, and social ascension or belonging to a group. The economic elite can be split into two subgroups: emerging (new money) and traditional (old money), where the latter is usually distinguished from the former by a refined taste. The traditional elite, founded on a social prerogative, has an interesting reaction when it perceives it is being copied: they change their position so as to maintain their social distinction.

This segment includes the corporate aviation market with a vigorous growth and a current fleet of 1,650 aircraft, out of which 650 are helicopters, 350 are private jets and 650 are turboprops. From this corporate fleet, 35% (577 aircraft) are concentrated in the city of São Paulo, the country’s main economic centre. Brazil is the Latin American country with the largest market in corporate aviation, ahead of Mexico, Venezuela, Argentina, Columbia and Chile. Among factors contributing towards the country’s fleet expansion are: a strong national currency; enhancing imports; the decentralization of economic activity; generating greater air traffic; and the internationalization of Brazilian companies, such as Ambev.

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