Author(s):
1. Joanna Radziszewska,

Abstract:
Poland 20 years after transition is fast growing economy. After financial crisis our PKB amounts for 4,4% , it’s the highest GDP in Europe. The society is enriching, middle class is matured, the number of millionaires and financial elites is growing. People seeks for luxury- they have money and want to spend it. Too much time Poland was isolated from international brands, isolated from everything that can be called luxurious. However its impossible to buy products of global luxurious brands in Poland. A few of them is present, but only via franchise. Low level of competition makes the prices high, much higher than prices of the same goods in London or Paris. Moreover the offer is limited, it doesn’t satisfy clients. Because of that its very popular to buy luxurious goods abroad. Why is it happening like that. If the group of clients exists, there is appropriate for luxurious goods infrastructure, there is no competition, why international companies don’t enter to the market? Someone could say that conditions offered by polish market are not sufficient but let’s compare it with markets of emerging countries- China, India, Brazil and Russia. All of them have some serious defects, in spite of them luxurious companies are very eager to be present there. What’s more, financial crisis in Poland is not so thought as in some western countries. It can be said that if the traditional luxury markets are not so attractive any more, it should look for new markets, Poland is ideal place. However luxury brands doesn’t want. This paper is going to analyze the economic development and the social condition of Poland from the point of view of luxury companies. The presence of luxurious brands will be checked. Results of this analyze will be compared with the situation in emerging markets mentioned above. After comparing it with scheme of spreading of luxury evaluation will be given.

Key words:
luxury, Poland, economic growth, consumption, BRIC, emerging markets

Opening paper:
Yes

Date of abstract submission:
15.06.2011.

Number of visits:
709

Conference:
REDETE 2011

Applied paper from author