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VanityBA: Argentina Polo & Players A Magnet for Global Luxury Brands

On December 11, 2010, In argentina polo, buenos aires events, lifestyle, vanityba, by InvestBA
Mercedes-Benz Argentina

On and off the field, luxury brands are the winners at the 117th Argentina Polo Open Championship.

Today is the Super Bowl Sunday of Argentina polo. This afternoon, eight of the world’s greatest polo players including Adolfo Cambiaso and Facundo Pieres will battle for the final jewel in the Triple Crown, the 117th Argentina Polo Open Championship.

Cambiaso’s La Dolfina Peugeot team is making their tenth final appearance in eleven years, while Pieres’ Ellerstina Etiqueta Negra side is looking to sweep the 2010 Triple Crown after victories at Tortugas and Hurlingham.

Drama, rivalries and storylines abound on Palermo’s perfectly-groomed No. 1 Field, but as sports marketing author and branding expert Claudio Destefano writes in his new book, Hay Otro Partido. (There’s Another Game). And in the case of Argentina polo, it’s a Partido de Lujo. This year’s Abierto has been a 21-day orgy of luxury brands seeking a superlative association in the minds of consumers and polo lovers. As Clari­n’s Marcelo Moreno writes today, “It’s the only discipline in which Argentines are the world’s best…seriously.”

From the team sponsors (Air France, Audi, BMW, Cardon, Ellerstina, Peugeot, Piaget) to the concession stands (Stella Artois served in the signature Chalice) to the parking lot (Mercedes-Benz brought the E63, the C63 and the new SLS AMG to Field 1 and the whole 2011 M-B line to Field 2), to the stands where patrons have put on a spring/summer fashion show each weekend.

“The skyboxes, the stands and the concession lines are all exhibition runways where the elegant sport of kings shines like a gala,” writes Moreno adding, “Seeing and being seen is the name of the game. And just wait for the final.” Fortunately for us, the wait is over. (Full Story in Spanish)

For the best coverage of Argentina polo, download the new issue of InvestBA Privada.

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VanityBA: The Palermo Palace Shopping Outlet in Buenos Aires

On November 15, 2010, In buenos aires events, lifestyle, vanityba, by InvestBA
Hipodromo de Palermo

Fashion and luxury autos take center stage at the Hipodromo's Tribuna Plaza in November

From October 29 through November 14, the Tribuna Plaza at the Hipodromo de Palermo served as the home for The Palace Outlet, a temporary shopping center offering discounted rates on clothing and accessories from more than fifty local and international brands.

International luxury retailers included Hugo Boss, Max Mara, Ermenegildo Zegna, Burberry, Michael Kors, Fossil, Armani, Tommy Hilfiger and GAP. Popular Argentina brands, including La Martina, La Dolfina, Kosiuko, Wanama, Menage a Trois, Cardon, Vitamina, Hermanos Estebecorena, Prototype and Airborn, were present at The Palace Outlet as well. For children and teens, Patisserie, 47 Street, Cook and Como quieres que te quiera also set up shop.

Sergio Blanco of South Evolution, the firm responsible for organizing the event explained, “We had the idea to set up a premium shopping center, with the best national and international brands, in a location that was in accordance with the event. Because it was for a fixed period of 15 days, the brands were able to offer their products in a unique location that did not compete with their retail stores.”

A restaurant, wine shop, and the ice cream parlour Un Altra Volta also opened for the duration of the event. Organizers predicted over 100,000 people visited The Palace Outlet to enjoy deep discounts on pieces from some of today`s most popular brands. Once the fashion caravan has officially departed, Mercedes-Benz will take over the Tribuna Plaza to launch their pre-owned line, “Seleccionados Mercedes-Benz.” Sample vehicles, which are less than five years old and have less than 75,000 miles, will be on display from November 18-28, dates that coincide with the first two weekends of the Palermo Polo Open.

For more information on Buenos Aires shopping and fashion, download the latest issue of InvestBA Privada.

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The World’s Oldest Polo Tournament Begins

On October 22, 2010, In argentina polo, buenos aires events, lifestyle, tourism, by InvestBA

The 117th edition of the Hurlingham Open got underway this week with exciting first-round matches on Tuesday and Wednesday. But before the world’s oldest polo tournament started, La Nación set the table with some bold quotes from Ellerstina crack Facundo Pieres. Having just snatched the first jewel of the Triple Crown at Tortugas, Pieres told Cancha Llena, “We’re better than ever. We’re making great plays and the horses are performing very well.” But things didn’t go so well for Ellerstina in the opening minutes of the Tuesday match against São José. The SJ Audis took a 3-2 lead in the first chukker, extended the advantage to 5-4 in the second before things finally started to gel for Ellerstina in the fourth when they took a 9-6 lead. Thanks in part to Pablo Mac Donough’s eight goals, Ellerstina won 21-13. In the day’s second match, Chapa Uno battled Pilará Piaget to a 16-16 tie through 8 and emerged victorious  in the extra chukker 17-16. On the second day of the Open, the world’s greatest polo player returned to La Dolfina after his absence at Tortugas. Adolfo Cambiaso and Co. defeated La Alegría 17-12.

It seemed like Indios Chapaleufú II Cardón would win the second match when they took a 7-6 lead after three, but Team Astrada and La Aguada kicked their BMW into overdrive and won the match 18-8. Looking ahead to this weekend, Saturday matches feature Ellerstina v. Pilará (14:00) and Chapa Uno v. São José (16:00). On Sunday, La Dolfina faces Chapa II (14:00) while La Aguada battles La Alegría (16:00).

For more on Buenos Aires polo and luxury living, download the new issue of InvestBA Privada.

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After 20 Years, 200 Argentina Franchises to Choose From

On August 6, 2010, In competitiveness, entrepreneurs, franchises, by InvestBA
Cardon Argentina

Franquicia Nuestra: Luxury goods retailer Cardon began franchising in '97 and today has over 110 stores.

In Argentina, it can be difficult for a small business to get off the ground, given a variety of bureaucratic, financial and legal hurdles. As such, the franchise business model has become an attractive alternative for local entrepreneurs looking to launch their own business with the backing, resources and support of a well-established franchise brand.

Today the Argentina Association of Brands and Franchises estimates there are 400 franchises currently operating in the country, but Emprendedores News Director Marcelo Berenstein says when you take a closer look and weed out the wannabe franchises with only 1 or 2 locations, the number of businesses with a growing franchise network is closer to 200.

“We find ourselves with companies classifying themselves as franchises, and soon thereafter they begin to disappear from the market,” says Berenstein, adding a call for better industry standards, “It’s clear the absence of a law regulating activity (which exists in the E.U., the U.S., Mexico and Brazil) creates that opportunity for anyone who wants to call themselves a franchise.”

So what are the secrets of success of the 200 best franchise networks and individual franchisees? Berenstein says they work hard, they look at the business from all sides, they don’t believe money comes easily and they have a very long-term vision. The other 50%, he says, will fail and, rather than accepting responsibility, typically blame the market or “franchise network complexities” for their demise. (Full article in Spanish)

For more information about Argentina franchise opportunities, visit our archives and download the new issue of InvestBA Privada.

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Lucire: Fashionistas Find Paradise in Buenos Aires & Mendoza

On June 14, 2010, In lifestyle, tourism, by InvestBA
Lucire article on shopping in Buenos Aires and Argentina

BA-based Cardon is one of Argentina's fashion retailers recommended by Lucire for their quality.

Buenos Aires has long been synonymous with fashion, so it seems only natural that Lucire, the global fashion magazine, would pay a visit to Argentina. With Town & Country, editor Elyse Glickman gives Lucire readers a sweeping travelogue of two of the country’s most fashionable destinations: Buenos Aires (Town) and Mendoza (Country).

From Recoleta’s boutiques to Palermo Soho to high-end malls like Patio Bullrich and Gallerias Pacifico, Glickman is impressed by the low cost/high quality of the clothes and shoes she encounters. She describes Cardon garments as possessing “workmanship that would make Ralph Lauren green with envy,” and declares the local shoe stores “particularly fabulous, not only for the quality-to-price ratio but also the shopping environments, which are part-tea salon, part-walk-in closet and part-couture boutique.”

When it comes to fashion, Mendoza doesn’t play second fiddle to Buenos Aires, although Glickman confesses to being taken by surprise. “What makes Mendoza, province and city, so memorable is that its charm and sophistication sneak up on you.” She comes away impressed with the “seemingly endless offering of (more) leather goods, sweet shops doling out divine ice cream and sorbet, unprepossessing clothing stores and craft boutiques that are refreshingly un-kitschy.”

Mendoza, she later discovers, also offers professional shoppers a picturesque place to unwind and raise a malbec toast after a stressful day of credit card swiping. In the post-shop analysis, she says, Argentina leaves you “with a sense of pride and the memory of sensory pleasure.” At least until the AMEX statement arrives. (Full Story)

For more information about unique shopping destinations in Argentina, download the new issue of InvestBA Privada.

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