Material developed exclusively to
MCF CONSULTORIA
MCF Consulting
Founded in 2001, MCF Consultoria seks to
reinvent itself constantly to provide creative and
innovative solutions to the market, inspired by
the characteristics and assumptions of the
Luxury and Premium business.
MCF team is composed of a heterogeneous staff
of professionals led by Carlos Ferreirinha,
founder and president of MCF. Respected and
admired in the segment, he is a reference on the
subject in Latin America, recognized as the main
articulator, opinion leader and expert on the
Luxury market.
Translating Luxury in Management
MCF CONSULTORIA
MCF Consultoria provides services focused on
developing strategies for companies in various
fields, based on guidance, training, coaching and
strategic
positioning,
specializing
in
the
management of those intangible attributes and
characteristics of business.
Over the past 12 years we had the pleasure to attend
projects which go from "desires," those with authors
and that are personal, to large multinational
companies. Our flexibility and experience in various
segments enables us to exercise solutions and /or
ideas that are innovative and differentiated for each
segment.
OUR EXPERTISE:
Strategic Planning
Market / product Innovation
Marketing understanding and planning
Relationship strategies - CRM
Strategic Adviser
Marketing feasibility study
Translating Luxury in Management
MCF CLIENTS IN 2012 AND 2013
RENEWALS AND NEW CONTRACTS
BOUTIQUE
DOS RELÓGIOS
EDITORA
GAROA
SHOPPING
GLORIA
PALACE HOTEL
SOME CUSTOMERS THAT
HAVE MADE PART OF MCF
MCF CONSULTORIA
Founded 12 years ago, the leader in Brazil and in
Latin America and recognized as opinion leaders.
Founder and President of MCF and served as
President of Louis Vuitton Brazil and Latin America
Director.
MCF team of approximately 30 employees,
consisting of consultants fixed, embodied the soul
and values.
MCF, with extensive market experience, pluralized
and diverse in skills and practices of star-up.
Experience developing Business Plan for arrival in
Brazil marks as Burberry, Stella McCartney, Bentley,
Ferrari Stores and GAP.
Strategic support for the largest luxury groups like
LVMH, Estee Lauder, Kering Group and Richemont
when planning business in Brazil.
Development and coordination of the first Luxury
MBA in the Americas.
Responsible for the Business of Luxury Research in
Brazil in partnership with GfK Brazil.
Creation and management of ABRAEL.
Founder of the largest and most important
conference about Luxury Management of the
Americas - ATUALUXO (3 editions).
Translating Luxury in Management
MCF CONSULTORIA
ATUALUXO
ATUALUXO is the largest and most important International Conference on Luxury Business in the Americas, based on excellence
and differentiation of the Premium and Luxury segment.
In its three editions, it was attended by over 100 speakers from around the world, 1500 participants representing more than 15
countries and with more than 80 sponsoring brands.
It brings together national and international speakers addressing Luxury market management to a qualified audience of executives,
managers, directors and presidents of major companies in the market, as Abril, Banco do Brasil, Chevrolet, Chubb, Claro, Itaú,
Mastercard Black, Nespresso, TAM, among others.
The conference participants have experienced complete excellence and obsession with details. The concept developed by MCF that
involves everything since the arrival of guests at the airport to elements such as music, decoration, harmony of the environment,
colors and olfactory identity that surprise and thrill.
ATUALUXO IS A HOLISTIC EXPERIENCE, TRANSFORMING THE
ESSENCE OF LUXURY BRANDS INTO TANGIBLE EXPERIENCES.
In a plenary session for 450 people, relationship space for the sponsors and area for lunch, during three days the conference
provided an intense networking environment, in addition to leverage business and establish relationships between the sponsors,
speakers and participants.
Translating Luxury in Management
THE CONFERENCE
GENERAL OBJECTIVES
Being one of the main references in the
international conferences Luxury calendar.
Educating the brazilian market to understand
Luxury as a business activity.
Consolidating Brazil as a major market in the
world of Luxury
Learning with Luxury business the best
management practices as a tool for
competitive advantage.
Translating Luxury in Management
SPEAKERS
2008, 2009 AND 2011
NATIONALS
2008
CLAUDIO CAMELIER
Embraer
DIEGO STECCHI
Salvatore Ferragamo
FERNANDO CHACON
Itaú Personalitè
GABRIEL NOGUEIRA
Taste
MARCO AURÉLIO LOBO
APEX Brasil
MARTÍN PEREYRA
Nespresso
PAULO CARRAMENHA
GfK Indicator
RICARDO AMORIM
West LB
INTERNATIONALS
2008
AARON SIMPSON
Quintessentially.com
ARMANDO BRANCHINNI
Altagamma
BÁRBARA KENNINGTON
WGSN
CHARLES BOURNET
Casa Lapostolle
CHRISTOPHE RIOUX
ISC Paris
CLAUDIA D’ARPIZIO
Bain & Co.
DIONÍSIO FERENC
IFF Internacional
ERNESTO KOHEN
LCC
GABRIELA GUERSCHANIK
Comitê del Lujo del Chile
GEOFFREY COOK
Base Design
GUY SALTER
The Walpole
JAVIER ALCADE
Esturiones del Rio Negro
MARCO BIZARRI
Stella McCartney
MARTIN RILEY
Pernod Ricard
MATT FROST
IFF
PABLO ALVAREZ
Pineda Covalin
PATRICIO EGUIGUREN
Casa Lapostolle
PHILIPPE SOUSSAND
Soussand Associates
RICHARD HARTZELL
MasterCard
RUBÉN CÉSPEDES
Ecocopter
SOLANGE RICOY
Alexandria
VINOD NAIR
Hindustan Times
WILL COLLIN
NAKED Communications
YAFFA ASSOULINE
Assouline Media &
Luxuryculture.com
Translating Luxury in Management
GEORGES SCHNYDER
Prazeres da Mesa
JOÃO CAVALCANTI
Box 1824
JOSIMAR MELLO
Folha de São Paulo
LUIZ CAMARGO
O Estado de São Paulo
MARCELO NOGUEIRA
Paul Nathan
NICOLAS PELUFFO
Ponta dos Ganchos
ODMAR DE ALMEIDA
Estado de São Paulo
PATRICIA LANDMANN
Chocolat Du Jour
PAULO KAKINOFF
Audi Brasil
RICARDO GUIMARÃES
Thymus Branding
RICARDO MOURA
GfK Indicator
RONY RODRIGUES
Box 1824
SÉRGIO DEGESE
Möet Henessy Brasil
NATIONALS
2009
ALEX ATALA
D.O.M
ANDRÉA FASANELLO
Moda Fusion
CARL EMBERSON
Hyatt Group
CARLOS FERREIRINHA
MCF Consultoria
ETEL CARMONA
Etel Interiores
INTERNATIONALS
2009
CARLOS SALCIDO
El Palacio de Hierro
CHRISTIAN BLANCKAERT
Blanckaert Management
CHRISTINE LAÏ
UNIFAB
CHRISTOPHE RIOUX
ISC Paris
CLAUS LINDORFF
BETC Luxe – Euro RSCG
FABIEN GAY
Pernod Ricard
FRÉDÉRIC PINEL
Pinel & Pinel
GABRIELE ZUCCARELLI
Bauin & Co.
JAMES LAWSON
Ledbury Research
JEAN BAPTISTE DANET
Interbrand
JEAN-BATISTE STOCK
Luxe.TV
JESÚS PARRILA
Grupo Explora
MANFREDI RICCA
Interbrand
MARC GOBÉ
Emotionalbranding.com
MICHAEL BLACK
Value Retail
NELLY RODI
Nelly Rodi
RUUD SMEETS
Elysiants
STEPHANE TRUCHI
IFOP
UCHÉ OKONKWO
Luxe Corp
VALERIE LEBOUCQ
Les Echos
YAFFA ASSOULINE
Assouline Media &
Luxuryculture.com
NATIONALS
2011
AARON GAGLIARDI
MCF Consultoria
CARLOS FERREIRINHA
MCF Consultoria
CARLOS JEREISSATI
Iguatemi
CHRISTIANE NUNES
Nespresso
CLAUDIO FERREIRA
Grupo Abril
DENISIO LIBERATO
Banco do Brasil
FERNANDA FEITOSA
SP Arte
MELISSA DE OLIVEIRA
BLTA
OSVALDO CERVI
Banco do Brasil
PAULO CARRAMENHA
GfK Indicator
RENATA MELLÃO
Vila Naiá
RENATO MEIRELLES
Data Popular
ROGERIO FASANO
Grupo Fasano
ROSANNE BEHAR
Shopping Cidade Jardim
DENIS MONTEL
RDAI
EVELYN MAHLABA
SAT-Tourism
KATHY THORNTON-BIAS
MoMA
ROLAND HERLORY
Hermès
STÉPHANE TRUCHI
IFOP
TED QUASULA
Skywalk
YAFFA ASSOULINE
Assouline Media &
Luxuryculture.com
YUSUF OMAR
Consulado da África do
Sul
INTERNATIONALS
2011
CHRISTINA SMEDLEY
Edelman
CHRISTINE LAÏ
UNIFAB
CHRISTOPHE RIOUX
ISC Paris
CLAIRE HOWSE
&BEYOND
CLAUDIA D’ARPIZIO
Bain & Co.
DAVID PATRICK
Rovos Rails
Translating Luxury in Management
NUMBERS
2008, 2009 AND 2011
ATUALUXO IN NUMBERS
2008
32 SPEAKERS:
24 INTERNATIONALS
08 NATIONALS
10 COUNTRIES INVOLVED
350 PARTICIPANTS
2009
40 SPEAKERS:
21 INTERNATIONALS
19 NATIONALS
10 COUNTRIES INVOLVED
422 PARTICIPANTS
2011
28 SPEAKERS:
14 INTERNATIONALS
14 NATIONALS
06 COUNTRIES INVOLVED
458 PARTICIPANTS
Translating Luxury in Management
SPONSORS
2008, 2009 AND 2011
SPONSORS
2008, 2009 AND 2011
100% EVENTOS
ABEST
ABIT
ABRAEL
ABRASCE
ACQUA PANNA
ALPHA FM
AMARULA
APEXBRASIL
ARTEFACTO
ART DE VIE
AUDI
AVSC
BB PRIVATE
BORA MAGAZINE
CENTROGRÁFICA
CHEVROLET
CHIVAS REGAL
CHOCOLATE DU JOUR
CHUBB
CLARO
CONCEIÇÃO B. CASADOS
DILETTO
DISTELL
DUDALINA
EDELMAN SIGNIFICA
ETEL
EXAME
FAAP
FABER CASTELL
FLYTOUR
GAZETA MERCANTIL
GRANADO
GRAND HYATT
GRUPO TS
HAVAIANAS
HERING
IDEAL
IFF
JENIFFER BRESSER
KINOSHITA
LINCX
LUXE.TV
MANOEL BERNARDES
MARC LAB
MASTERCARD BLACK
MAKE A WISH
MCF CONSULTORIA
META CORTEX
MOMA
MONICA DAJCZ
MUNDO DO MARKETING
NAMOUR
NÁUTICA
NEDERBURG
NESPRESSO
O ESTADO DE SP
O MELHOR DA VIDA
PALADAR
PERFURMARIA PHEBO
PERRIER JOUËT
PUMA
QUINTESSENTIALLY
RÁDIO ELDORADO
RENAISSANCE
SAA
SAB
SAFILO
SAN PELLEGRINO
ST. JAMES
SOUTH AFRICAN TOUR
SOUZA LIMA
SP CONVENT. BUREAU
SP TURISMO
SONY
TAM
TASTE
TEXBRASIL
TROUSSEAU
UK TRADE & INVEST.
VEJA SP LUXO
VIFRAN
WDB GROUP
WISH REPORT
Translating Luxury in Management
MEDIA
VEHICLES OF THE 3 EDITIONS
INTERNET:
AGÊNCIA UNIV. EXCLUSIVO
HOTELIERNEWS
HSM GLOBAL
JC REPORT
IG LUXO
LUXO SIMPLES ASSIM
MODA SPOT
MUNDO DO MARKETING
PANROTAS
PORTAL INFOJOIA
MUNDO DO MARKETING
PORTAL TERRA
SINCODIV
SITE ANGEL NEWS
SITE ANTENNAWEB
SITE CHIQUE – GLÓRIA KALIL
REVISTA ABIT/ TEXBRASIL
SITE GESTÃO DO LUXO
SITE OFICINA DE ESTILO
SITE SPFW
SITE TASTE
SITE WISH ONLINE
SITES WORLD FASHION WF
PORTAL DO LUXO
VEJA ONLINE
WGSN
NEWSPAPER:
A CRÍTICA/MANAUS(AM)
AGENCE FRANCE-PRESSE
BRASIL FASHION NEWS
COLUNISTA GASTRONOMIA
DIÁRIO DE SÃO PAULO
JORNAL DCI
JORNAL DE BRASÍLIA
DIÁRIO DO COMÉRCIO
JORNAL DO BRASIL
JORNAL DO COÉRCIO – RS
JORNAL O GLOBO
JORNAL O TEMPO – MG
JORNAL PROPAG. & MKT
LA NACION
LE MONDE
NEWS EXCLUSIVE
VAREJO WFDAILY
RADIO:
RÁDIO ALPHA FM
RÁDIO GLOBO AM
RÁDIO BANDEIRANTES FM
MAGAZINE:
AMÉRICAECONOMIA
BOAFORMA
BORA MAGAZINE
CARAS
CASA CLAUDIA LUXO
COOL MAGAZINE
ESTAÇÃO AEROPORTO
PERFORMANCE LÍDER
PERFIL EMPRESARIAL
REVISTA ABRASCE
REVISTA AUDI
REVISTA BÁRBARA
REVISTA CARDNEWS
REVISTA CASA CLAUDIA
REVISTA DASLU
REVISTA EL ESPECTADOR
REVISTA ÉPOCA
ESTAÇÃO AEROPORTO
REVISTA EXAME
REVISTA GOL
REVISTA ISTO É DINHEIRO
REVISTA ISTO É PLATINUM
REVISTA ITAÚ PERSONALITÈ
REVISTA IZZO
REVISTA LICIA FABIO – BA
REVISTA LIFE STYLE
REVISTA MARIE CLAIRE
REVISTA NOVAREJO
REVISTA NOTÍCIAS
PRAZERES DA MESA
REVISTA PRIVATE BROKERS
PUBLIC FIRST CLASS
REVISTA RSVP
REVISTA SINTÉTICA
REVISTA SUPERHIPER
REVISTA VEJA
REVISTA VEJA SP
REVISTA VERSATILLE
FEMININAS ED. GLOBO
MASCULINAS ED. ABRIL
ROBB REPORT
TOP MAGAZINE
VIVA S.A.
REVISTAS FEMININAS
TV:
TV GLOBO
INFO MONEY TV
PROGRAMA S.A
TV ALJAZEERA CHANNEL
TV RECORD
Translating Luxury in Management
IN 2014 WE ARE PLANNING TO DO SOMETHING DIFFERENT!
WE WANT TO DO IN PARTNERSHIP WITH...
ATUALUXO 2014
OUR IDEA IS CREATE A NEW FORMAT OF
COLLABORATION
AND
CO-CREATION
EVENT
WHERE THERE IS NOT A “SPEAKER” AND AN
“AUDIENCE” BUT A WORK TEAM, WITH A
COMMON OBJECTIVE:
THINK ABOUT THE FUTURE,
PERSPECTIVES AND CHALENGES
OF THE LUXURY MARKET.
HOW CONFERENCES
NORMALY ARE
HOW ATUALUXO 2014
WILL WORK
ONE PERSON
SHARES OPINIONS
GROUP OF PEOPLE
WORKING TOGETHER
GROUP OF PEOPLE
“ABSORB ADVICE”
DEVELOPMENT OF
REAL KNOWLEDGE
WE ARE DECONSTRUCTING THE IDEA
OF CONFERENCE PEOPLE HAVE TODAY
Translating Luxury in Management
ATUALUXO 2014
COLLABORATION + INNOVATION + KNOWLEDGE
OBJECTIVES
COLLABORATION
EXPERIMENTATION
INNOVATION
WORK WITH A GROUP OF
EXPERTS TO DEVELOP NEW
WAYS AND THOUGHTS ABOUT
LUXURY MANAGEMENT
BRING REAL KNOWLEDGE TO
THE MARKET
BRING INNOVATION TO THE
STUDY
OF
THE
LUXURY
MANAGEMENT
COLLABORATION
MCF wants to bring people from diferent backgrounds together at ATUALUXO 2014, from different countries, companies, business
models. people to add and share knowledge / information for the same final objective.
Translating Luxury in Management
ATUALUXO 2014
COLLABORATION + INNOVATION + KNOWLEDGE
COLLABORATION + ELABORATION.
DISCUSSION GROUPS
WORK IN PROGRESS
HIGH EXECUTIVES
WHAT IS THE NEXT
RESEARCHERS
CO-CREATION
MARKET REPORT
BIG MOVEMENT IN THE
LUXURY MARKET?
BI-ANNUAL
INSPIRATION
WORKSHOPS
CURATED BY MCF
CONSULTORIA
SPECIALISTS
GUIDED
DEVELOPMENT
COLLABORATION
Translating Luxury in Management
ATUALUXO 2014
COLLABORATION + INNOVATION + KNOWLEDGE
QUESTION TO BE ANSWERED
THE WORK GROUP WILL BE ASKED TO WORK ON A BIG QUESTION:
WHAT IS AFTER
EXPERIENCE?
WHAT IS THE NEXT
BIG MOVEMENT IN THE
LUXURY MARKET?
THE DEMANDING
ERA?
DESIRES OF THE FUTURE:
NEW GENERATIONS?
Translating Luxury in Management
ATUALUXO 2014
COLLABORATION + INNOVATION +
KNOWLEDGE
PLATFORM
To develop this project MCF Consultoria
wants to invite the main technology
companies (hardware + software), such as ,
Apple to develop an on-line working platform
that allows the work group to develop the
proposed questions from around the globe.
Translating Luxury in Management
THE INTERNET IN BRAZIL
Brazil is the third largest country in the world in
internet growth and the 5th largest in the world in
Internet users growth. Brazilian internet users
spend more time online per month on average
than those of 8 other Latin American countries
measured by comScore. The total amount is 27
hours per month. Social networking sites account
for the largest percentage of this time (36%).
Translating Luxury in Management
THE INTERNET IN BRAZIL INFOGRAPHIC
PANORAMA
Brazil is the third largest country in the world in internet growth and the 5th largest in the world in Internet users growth.
Brazilian internet users...
Brazil now has over 76 million people surfing the Internet
And more than 38 million Facebook users
FACEBOOK DEMOGRAPHICS
A network of more than 38 million users, which has mostly women and young people between 18-34 years old.
MEN 46%
65+
7
-15
13
54%
WOMEN 54%
WOMEN
-1
55-64
16
MAJORITY OF
45-54
YOUNG
4
35-4
4
18-2
PEOPLE
18 TO 34
4
25-3
Translating Luxury in Management
E-COMMERCE
More than 27 million Brazilians have already
E-commerce moved over R$ 17 billion in 2011
purchased something online
THE INTERNET IN BRAZIL
With 76 million Internet users, Brazil has the fifth
largest presence on the Internet, accounting for
5º
nearly 40% of Internet users in Latin America and
4% of the world.
4%
Translating Luxury in Management
ATUALUXO 2014
PARTNERSHIP WITH ATUALUXO
MCF is known for its successful conferences on
luxury management. We see a huge opportunity
to work with APPLE in a collaborative
par-
tnership, developing a brazil-based conference in
2014 to discuss about the Future of the Luxury
Market.
Translating Luxury in Management
and
ATUALUXO 2014
APPLE + ATUALUXO 2014
MCF wants to invite APPLE to think Luxury in a
PARTNERSHIP
different way:
CONTENT
- We want to create a collaborative platform where
APPLE AS A CONTENT SPONSOR:
we can work together to plan the future about
THEME DEFINITION
Luxury.
SPEAKERS INVITATION
PRODUCT LAUNCH
- We are developing a collaborative platform based
APPLE EXECUTIVES
on technology aiming the co-creation of new ways of
thinking about the future of the Luxury market.
MAIN SPONSOR
APPLE GROUP AS THE MAIN SPONSOR:
- We want APPLE group to sign the first ever
APPLE BRANDS
LUXURY LABORATORY where executives from all
DEDICATED SPACE
over the world will work to find solutions for future
PRODUCT LAUNCH
challenges.
COMPANY WORLD WORKING MEETING
Translating Luxury in Management
LUXURY LABORATORY SIGNATURE
MCF AND APPLE EXECUTIVES WORKING TOGETHER FOR:
DEFINING APPLE MAIN FUTURE STRATEGIES
TESTIMONIALS
ABOUT US
RICARDO SAAD
ST. JAMES & MOMA
I would like to congratulate you one more time by the incredible event that you made. This time, as I could take a look in the
backstage, I was able to understand the hard work that you made to organize something like this and you did it masterfully. It was
really an A+! Thank you very much for the opportunity of being with you. It was really a pleasure. I hope we can, somehow, be
together again in other opportunity.”
STEPHANE TRUCHI
IFOP
You can be really proud of ATUALUXO! Your energy, your team, the quality of the lectures, the organization, the place, everything
about the conference is unique. I learned so much with our South African friends, with the Skywalk experience… I return with some
unforgettable images that filled my mind and inspired my thoughts. I met so many interest people. The Brazilian hospitality is not
a legend, it is a reality. I received lots of gifts… and my angel and the team took so good care of me.
I’m proud of being part of the ATUALUXO family, of being your friend, and having the chance of being part of a unique event. Thank
you for inviting me again to the “total Experience” ATUALUXO.”
YAFFA ASSOULINE
ASSOULINE MEDIA - LUXURYCULTURE.COM
You are a truly magician! This 10th MCF anniversary and the third edition of ATUALUXO were a success. Everybody were
extremely happy. I loved each second and I came back to Paris very inspired by the presentations and very happy for all the
wonderful people I met. Thanks, Carlos, for your sincere generosity.”
Translating Luxury in Management
ATUALUXO Club is the Relationship Program for the participants/ supporters of ATUALUXO. It was designed to sustain the exercise
of ongoing learning and the unequalled networking opportunities, with the charming and passionate touches of those who translate
luxury into management.
You will find below your individual login and password, which will enable you to access the ATUALUXO CLUB on
http://www.atualuxo.com.br/atualuxo-club/noticias. There you will find the presentation materials of ATUALUXO BRASIL 2011 in
São Paulo, as well as corporate videos and photos.
LOGIN: brsp3002
PASSWORD: 1237
mcfconsultoria.com.br
|
atualuxo.com.br
THANK YOU
© ATUALUXO is a registered name and platform under Brazilian law.
The Atualuxo 2014 conference concept showed in this presentation belongs to MCF Consultoria e Conhecimento.
Any reproduction, copy or modification of this material is prohibited. All rights reserved.
Translating Luxury in Management