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euro monitor has measured the value of the luxury market in Mexico.
Balenciaga is a brand that reached within the “IFDAQ” an index of 72.23 in 2021.
The declaration of the nephew of Ricardo Salinas reminds us of the role of brands in retail and their image actions before consumers.
the nephew of Ricardo Salinas declared in one of his videos of TikTokthat Balenciaga It is a brand for nacos and its classist and discriminatory assertion profiles the Mexican luxury consumer in an unexpected way.
Balenciaga is a brand owned by Keriga company that is in charge of Francois-Henri Pinaultthe husband of Salma Hayek and man who controls other firms like gucci either Alexander McQueen.
The famous eponymous brand of Spanish Christopher Balenciaga, emerged as one of the few Haute Couture fashion brands based in France, which for decades was a symbol of exquisiteness for the designs sold by the famous couturier. The brand maintained a pristine profile for decades and when it came into the hands of Nicolas Ghesquierethe projection of the brand helped it to consolidate itself in the market for the sale of high-cost bags, with designs such as the mythical Motorcycle.
In addition to this, a key concept has been established in the luxury market and it is the one that has to do with the way in which these brands have evolved, now under the baton of Demna Gvasaliathe brand opted for urban and unexpected designs, where it opts for garments and designs that exaggerate the ordinary, turning it into luxury, simply for being the brand’s statement, wearing the label of the firm or being dressed by mega influencers, who go viral these clothes.
The role of these personalities has been such that even great public figures such as kim kardashian have gone from being the figure of Balmaina Balenciaga and now from Dolce and Gabbanafirm for which it has made an exclusive collection, as a PR strategy with which this Italian brand seeks to reconquer the international market, after the punishment it was a victim of ridiculing the Chinese consumer, in a campaign it activated in that country.
All this context helps us to understand the weight of the image that luxury brands have and how the declaration of a millionaire, profiling the Mexican luxury consumer, establishes a criticism of the result of the communication strategy of these brands, which conquer the Mexican consumer of this segment.
“Balenciaga is for nacos”
The use of the word naco, according to an exercise carried out by Conapred on social networks with a project called Tweetbalas, is a hurtful term along with other words such as Indian, puto, naco, fox, among other offensive epithets.
Resorting to these words is currently considered a discriminatory and classist act by the Commission, so hearing the nephew of Ricardo Salinasensuring that the people who wear Balenciaga are nacos, forces us to understand the point that he argues.
When questioned in a video of TikTokwhat do you think of the people who wear clothes of the French brand, this sentence that it is about naca people.
“It is for people who feel rich, but it is not, apart from my friends who are soccer players and like it, at least they have the body, but I know many top taquitos, shepherd’s trompedos who dress in Balenciaga and look very ugly and you still put him there”, he criticized.
@memosalinas7The most nacos want to appear to be rich but they are poor 👎💵 clowns 🤡
The Salinas sentence criticizes a segment of Mexican consumers, who have motivated an economy in the country that has a value of 86 billion dollarsas stated in a study that euro monitor held in 2021.
Salinas’s criticism of the Mexican luxury consumer and his personal opinion of who and why consumes high-cost clothes like Balenciaga is an important criticism of the market, especially if we consider the volume of purchases that the consumer has in the country, of this type of products.
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