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Polski luksus w tyle za europejskim

Polski rynek luksusu jest najsłabiej rozwinięty ze wszystkich krajów regionu. W 2010 roku według szacunków wart był 3,5 mld zł. Kupujemy mało, bo nie jesteśmy snobami. Stawiamy na jakość, rzadziej patrzymy na metki.

Polska, choć z każdym rokiem lepiej, wciąż słabo wypada na tle innych krajów, jeśli chodzi o rynek dóbr luksusowych. Na tegorocznym forum Business of Luxury, odbywającym się w Bukareszcie pod auspicjami Citibanku, stwierdzono, że polski rynek luksusu jest najsłabiej rozwinięty ze wszystkich krajów regionu – podaje Newsweek. W ubiegłym roku na luksus wydaliśmy znacznie mniej niż Włosi, Ukraińcy, Rosjanie, Rumuni czy Serbowie.

 – Polska pod względem wartości rynku dóbr luksusowych w dalszym ciągu pozostaje w tyle za krajami Europy Zachodniej, USA czy najbogatszymi krajami Azji. Wciąż brakuje u nas wielu kluczowych marek biżuteryjnych i zegarmistrzowskich, a sprzedaż luksusowej odzieży czy samochodów jest dużo niższa niż w krajach zachodnich. Także inne segmenty tego rynku, takie jak np. sztuka i antyki czy design są wciąż słabiej rozwinięte. Polski rynek dóbr luksusowych potrzebuje jeszcze czasu, by zbliżyć się do światowych standardów – potwierdza Andrzej Marczak, Partner w KPMG.

Liczy się jakość

Szef organizacji Business of Luxury Oliver Petcu za przyczynę pozostawania Polski w tyle za Europą podaje niską motywację Polaków do nabywania drogich dóbr oraz niewielką grupę potencjalnych klientów. Inny wniosek wysnuli eksperci podczas forum w Moskwie. Stwierdzili, że przyczyną są zwyczaje zakupowe klientów. W krajach takich jak Węgry, Chorwacja i Polska, klienci zwracają dużo większą uwagę na jakość produktów, niż same marki. W Rosji, Rumunii, Bułgarii i Serbii klienci są o wiele bardziej skupieni na markach. Stąd, według specjalistów, wynikają te rozbieżności. Ważną kwestią jest także młodość rynku dóbr luksusowych w Polsce. Wielkie marki dopiero wkraczają do naszego kraju. Z raportu KPMG wynika,
że w latach 2005-2010 polski rynek luksusowych dóbr konsumpcyjnych wzrósł realnie o 50 proc., zajmująctym samym czwarte miejsce pod względem dynamiki wzrostu. W 2010 roku wartość rynku oszacowano na blisko 3,5 mld zł.

– Zdecydowanie najbardziej istotny wpływ na rozwój polskiego rynku dóbr luksusowych ma pojawienie się monobrandowych butików najbardziej liczących się domów mody: Gucci, Lanvin, Bottega Veneta czy Yves Saint Laurent. Mimo licznych pogłosek i spekulacji nadal nie doszło do otwarcia długo wyczekiwanego butiku Louis Vuitton, jednak i to się w najbliższym czasie zmieni, gdyż z końcem sierpnia powołano do życia spółkę LOUIS VUITTON POLSKA SP Z O.O. – mówi Mateusz Bracisiewicz z serwisu Luksusowi.pl.

– Trudno mówić o planach luksusowych marek wobec polskiego rynku, bowiem na ogół trzymane są
w tajemnicy – przedstawiciele poszczególnych marek niechętnie udzielają informacji na temat rozwoju sieci handlowej powołując się na klauzulę poufności lub ograniczając się do krótkiego „no comment” – dodaje Bracisiewicz.

Luksusowe marki zaleją Polskę

Specjaliści szacują, że przy utrzymującym się na tak wysokim poziomie wzroście, Polska ma szansę wkrótce dogonić rynki europejskie.

– W ostatnich latach znacząco wzrosła liczba zamożnych i bogatych Polaków. Z badań KPMG w Polsce prowadzonych regularnie od 2009 roku wynika, że w Polsce żyje obecnie około 750 tys. osób
o miesięcznych zarobkach powyżej 7,1 tys. zł brutto. Systematycznie poprawia się też obecność marek luksusowych w Polsce. Szacujemy, że w 2012 roku, na polskim rynku dostępnych będzie blisko 70% światowych marek oferujących dobra luksusowe. Do niedawna jedną z głównych przeszkód rozwoju omawianego rynku w Polsce był brak typowych ulic kojarzonych z luksusem. Otwarcie na Placu Trzech Krzyży ekskluzywnych butików oraz firmowego salonu ROLEX, zlokalizowanie salonu Ferrari na skrzyżowaniu ul. Nowy Świat i Placu Trzech Krzyży oraz otwarcie domu handlowego vitkAc w sąsiedztwie na ul. Brackiej, w którym dostępne są wyłącznie luksusowe marki z najwyższej światowej półki sprawiło, że w Warszawie powstała enklawa luksusu. To w tym miejscu kolejni najemcy będą starali się otwierać nowe butiki i sklepy z towarami luksusowymi, co w konsekwencji może wreszcie przyciągnąć do Polski wielkich nieobecnych jak na przykład Louis Vuitton – mówi Andrzej Marczak, Partner w KPMG.

Na spektakularne zmiany nie ma co jednak liczyć.

– W tym samym czasie, kiedy na rynek wprowadzane były kolejne marki, część zostało wycofanych. Paradise Group zdecydował się zlikwidować butik Emporio Armani oraz Kenzo. Firma zakończyła też współpracę z marką Hugo Boss. Póki co nie wiadomo jeszcze, czy w miejscu zlikwidowanych butików pojawią się nowe marki. Krótko po przeprowadzce na Mokotowską zamknięty został również salon Escada – chłodzi emocje Mateusz Bracisiewicz z serwisu Luksusowi.pl.

autor: Portal Skarbiec.Biznajwiększy, niezależny serwis o prawie, finansowaniu i gospodarce.

 

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21-01-2013 14:22 zombi


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