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By: KATIE RICHARDS
Argentina-based fashion brand Gaucho Buenos Aires, specializing in leather goods and ready-to-wear, is leaning into digital marketing, from Instagram to Pinterest, as it makes its first steps into the U.S. market.
The brand originated in 2016 but didn’t launch its first capsule collection (12 looks for women and 10 for men) until October 2018, in Argentina. Just last week, Gaucho Buenos Aires made its U.S. debut at New York Fashion Week with a runway show, and as of Sept. 12, the brand is officially open for business in the U.S. through its e-commerce store.
The fashion brand’s push into the U.S. is driven by a 2012 economic crisis in Argentina, when luxury fashion brands including Emporio Armani, Cartier and Yves Saint Laurent pulled their businesses from the country as a result of tariffs and restrictions on trade being put into place. Today, the brand hopes it can solidify Argentina as a fashion hub, and it’s starting by growing its presence in the U.S. market, followed by expansion into Asia, Europe and the United Kingdom. Along the way, investing in marketing and social media to acquire customers will be key, said Scott Mathis, founder of Gaucho Buenos Aires.
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