Marina Filippelli Juan Jose Quintana Orci
Sales of luxury products in Latin America are expected to grow significantly over the next few years, but brands must take note that the next generation of buyers, Millennials and Generation Z, are rejecting the traditional luxury paradigm. In this new environment, brands need not be traditional to be taken seriously in the luxury category. Marina Filippelli, COO and director of client services, and Juan Jose Quintana, SVP executive creative director at Orci, explained why it has become crucial to redefine luxury. “Some things undergo a gradual transformation, like the way products are consumed, so often now through digital and social media, and the way brands are represented so consumers see themselves reflected in them,” Filippelli said. He gave as an example the luxury of fashion that mixes casual sports clothes with a very different, more multicultural look, The Acura automotive brand is an example of the transformation and positioning of a luxury brand as it occurs today. “It has redefined the approach to selling luxury to consumers when they are younger people who want to look different, more in tune with the times and less stiff,” Quintana said. He noted that the agency’s goal was to communicate the performance of the Acura TLX model and “the way we did it was by creating analogies backed by powerful music that convey how one might feel when driving these cars.” He added that talking about luxury in these times is a combination of many things: “All those images and sounds were aimed at communicating the power of TLX.”
