Recently, Lacoste celebrated 90 years with a campaign celebrating the “lacosteers”. And they did it in style, proposing a curated and art directed event from the Brazilian suburbs of great talent. For some years now, the brand has been devoting energy to building relationships with the street culture of the suburbs, in other words, with the favela. And he did it through Funk and Trap, exalting and connecting with peripheral consumers, who live far from urban centres. […] The post Lacoste 90 years and the panic of middle and upper class consumers appeared first in AUR.
Recently, Lacoste celebrated 90 years with a campaign celebrating the “lacosteers”. And they did it in style, proposing a curated and art directed event from the Brazilian suburbs of great talent.
For some years now, the brand has been devoting energy to building relationships with the street culture of the suburbs, in other words, with the favela. And he did it through Funk and Trap, exalting and connecting with peripheral consumers, who live far from urban centres.
Following the 90th anniversary celebration event, various contents appeared on the official page of Lacoste Brasil, here is an audience that brings a speech full of hatred and dissatisfaction with the brand’s movements.
Type comments:
“Famous brand that gives ratings to favelados. The world is no longer the same.”
“It has become the mark of a bum, a highwayman.”
“Shit marketing… I don’t know how the brand management allowed this to happen… it ruined the essence of the brand… pitiful!!!!”
“Lalá? kkkkkk The thing is just Lacoste, it looks like it wants to pretend!”
“That name Lalá doesn’t work kkkkkkkkkkkkkkkkkkkk!! They ended up branded aff!”
But where does this dissatisfaction come from? It arises from the erroneous understanding sold by the fashion universe, which propagates logics such as Drip down OR overflow. These movements believe in fashion trends and consumer habits in the shape of a pyramid, with a beginning, a middle and an end.
For example, in Trickle Down, known as dripping, fashion trends start on the runways and trickle down to popular shops, streets and outlying tribes.
These trends interpretation movements have become limited, they are no longer enough to talk about consumer movements, brands and fashion trends.
And what best explains this current Lacoste movement?
Today we live in a multiple world, full of connection possibilities.
And what best explains this current Lacoste movement?
Fashion is about connecting ideas
Today we live in a multiple world, full of connection possibilities. Believing that a single, or a few trentsetters will lead the path of consumption or the future fashion trend is to ignore the different Brazil we live in.
Faced with so much diversity, the possibilities are many. The media, fashion portals and traditional behaviors have become limited.
When Lacoste arrives in Brazil, loaded with purpose and intention to serve the middle and upper classes, he is transformed and read differently as he enters the suburbs.
And those who believe that the suburbs consume only replicas, counterfeit products are wrong.
In 2021, the Brazilian suburbs have shifted 120 billion reals. The discourse of class and per capita income does not take into account the many different strategies of this public of consumers who strive to consume and mark their presence in society.
Lacoste may have arrived earlier in the streets of downtown São Paulo, but when it arrived in the suburbs it transformed and became “Lalá”.
And what best explains this current Lacoste movement?
We have to look at trending movements as circles. Where are the fashion icons of the favela? What are the media that disseminate the narratives, habits and behaviors of peripheral consumers?
Surrounding this circular motion are several t’srentsetterseach placed in a different context, in a different culture, influencing different audiences.
The moral, social and cultural values of the periphery are different from those governing the urban centres. The streets of Higienópolis, Faria Lima are different from the streets of Grajaú or Paraisópolis, in the capital of São Paulo.
Lacoste in Brazil and the peripheral consumer
In this context, Lacoste lives in two ways simultaneously in Brazil. You live two movements of consumer trends. One on the “asphalt” and another on the outskirts. And one does not invalidate the other.
The way of wearing Lacoste in Faria Lima, in Higienópolis remains the same and, at the same time, different from the way of wearing Lacoste in the suburban streets. The influences and contexts are different, so the way of looking at and interpreting the brand changes.
Looking at this movement, Lacoste opening a shop under the pseudonym “Lalá”, means that it claims to recognize the peripheral consumer.
Just like years ago, it already recognizes the existence of the consumer Faria Lima, from Higienópolis, this middle and upper class consumer.
When the peripheral consumer buys, he becomes the protagonist and transforms the narration of that product or service to meet the needs of his daily life to satisfy the needs that the society around him requires.
The consumption of Lacoste in the suburbs did not arise from the influence of wanting to look like people from large urban centers, after all, the ways of wearing, dressing and dressing are different.
And where do these references come from? They arise within the logic of influence of the suburbs, such as the relationship with music, family and the street.
OR Drip down AND stagger they exist, but they are drawings of incomplete movements.
To think of a funnel or a pyramid is to completely ignore a completely different ecosystem, where transformations and consumption behaviors exist in multiple ways.
We need to think beyond class to understand where brands, products and services manifest themselves.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
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