THE LUXURY MARKET: EXCLUSIVITY, PRESTIGE AND CONSUMPTION TRENDS

Abstract

This study is important to understand how luxury consumption goes beyond the function of products and reflects social, cultural, and economic dynamics. The objective is to analyze trends of interest in the luxury market in Brazil and to understand why consumers engage with this segment. The research adopted a mixed approach, combining Google Trends data with a qualitative analysis of brand narratives, which highlighted exclusivity, prestige, and distinction as central aspects. The results show that luxury functions as a marker of status and identity, remaining resilient in times of instability and increasingly influenced by digital media