Lacoste paid a popular music band not to use its brand

Lacoste paid a popular music band not to use its brand

It happened in Argentina. The cumbia band Los Wachiturros received money from Lacoste in exchange for its members not wearing clothing from that brand in their shows and presentations on TV shows.

It was confirmed by Gonzalo Muñoz, leader of the group that met again in 2019 after several years.

In addition, the singer said it in a interview in the signal of Argentina America-TV who told him that the explanation was that the representatives of the French company wanted to “take care of the image of the brand.”

The money that Lacoste paid so that the cumbia band would not use that brand of clothing at the shows did not reach the musicians, but their representative.

Muñoz said: “The money did not reach us, it went to the representative’s office. We do not receive anything. From that moment we were dressed by Tommy Hilfiger”. And he clarified that “the musicians would not have accepted”.

From Lacoste they went on to use the Tommy Hilfiger brand

According to the singer of Los Wachiturros, “we used the Lacoste brand because they had many different colors and we understood that it was the best thing to wear with that”.

“Later Tommy Hilfiger also started making clothes like that, in colors, and well, we went with that,” he explained.

“In those years, the Lacoste brand was used by businessmen or lawyers. We lowered it (level) ”, expanded the singer in the interview.

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According to Muñoz, what Lacoste did was not right because “thanks to us they got tired of selling shirts with the crocodile.”

Wachiturros, the Argentine cumbia band whose members wore Lacoste.

Wachiturros is an Argentine band born in Greater Buenos Aires. His music is a fusion of Argentine cumbia and reggaeton and a decade ago it was an absolute success.

Its musicians began as dancers in nightclubs and became popular after uploading videos of their dances to YouTube.

Lacoste, an empire of luxury

Lacoste accounts for about 60% of the Swiss group Maus Frères’ roughly $5.6 billion in revenue per year.

In addition to Lacoste, the Maus family holding company also owns the Gant and Aigle clothing brands, which it acquired in 2008 and 2003, respectively.

It also added Kooples in 2019.

In recent years he has changed his strategy and perhaps, if the same scenario were presented with the band Wachiturros, his reaction would be different.

Lacoste began a “rejuvenation” process that is giving good results. In fact, he became the main engine of growth for the Swiss group.

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