Date post: | 18-Jul-2015 |
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Marketing |
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theStory
Lacoste is a french apparel company established in 1933 by, Rene Lacoste & Andre Gillier, headquartered in Troyes, France
Originally it was a tennis clothing brand but later it started selling high-end clothing, perfumes, footwear, watches, eyewear, leather goods. Its most famous
selling product is polo shirts
It has a worldwide presence in 115 countries. There are over 1300 Lacoste boutiques and over 2000 corners in department stores
A Swiss family-held group Maus Freres brought Lacoste in November 2012
Lacoste presented their first e-commerce site for the U.S. market, in June 2007
The company can be perceived by its green crocodile logo
brandPortfolio men&women
clothing shoes accessories leather goodspolos jackets & coats pullovers shirts t-shirts sweatshirts trousers skirts
trainers urban shoes boots & chukkas loafers boat shoes
fragrance (men&women) caps& hats scarves&gloves beanies watches sunglasses underwear socks home wear
bags small leather goods belts
brandPortfolio kids
boys girls new born
polos tops trousers shoes accessories
polos tops trousers & dresses shoes accessories
baby boy
baby girl
brandPyramidresonance
judgements feelings
performance imagery
salience
crocodile logo
tennis, golf, casual & sport stylerich heritage
superior quality & high performance products
higher price as it is a luxury brand
classic & fashionable design
reliable & durable products
product line designed for younger, kids and older demographics
highly credible and well-known french brand
highly popular brand
sophisticated
social approvalcomfortable and
conventionalelite
high brand loyalty, high repeat purchase
sense of community(represented by
followers)
a highly recognised and valued french brand that produces rich, durable and superior quality products in categories like clothing, shoes,
accessories & leather goods
salience
Lacoste is a very reputed, highly recognised and recalled brand this is because it produces high quality and superior goods across categories like clothing, shoes, accessories and leather goods
unique variety of Lacoste products like sports clothing, eau de Lacoste fragrance collection, the super hero polo and limited edition collection carries rich heritage and adds high value to its customers
crocodile logo and polo shirts are the elements for which Lacoste is highly known worldwide
imagery
people think of Lacoste as a rich and heritage brand with high-end stores
the crocodile logo is the first image on the minds of the customers when they think about the brand
the personality which people associate with the product and the brand is sporty and classy as the Lacoste catalogue has is designed in such way
the products being durable and rich give a heritage imagery and authentic experience
performance
Lacoste produces superior quality and high performance clothing, shoes, accessories and leather products. its polo shirts are very famous and of world class quality
the price range of Lacoste products is high as it is a luxury brand which provides high value and best experience to the users
all Lacoste products are classy, fashionable yet reliable and durable, creating a good mix and best buy for customers
feelings
Lacoste being a luxury brand give a feeling of being an elite on using its products
all the products across categories are sophisticated and gives a rich feeling
one gets social approval on using Lacoste products. they are considered to be a part of the community
using Lacoste products gives the feeling of comfort due to superior quality product produced with high quality standards
judgements
Lacoste’s product line designed for younger, kids and older demographics this give an opportunity to use the heritage brand products to all
the brand Lacoste and its products across categories are highly credible as its trustworthy due to the personality, and likability as it comes in different unique variety
People consider Lacoste because they can associate with its luxury products and their elements with is differentiated
resonance
all Lacoste Products have a high recall value and the users are loyal as they feel privileged using the products and due to the unique luxury offering and the rich brand name which Lacoste provides
there is high repeat purchase as user associate themselves with the brand and its products and they require the same comfort and luxury every time
there is a sense of community amongst Lacoste product users as they are represented by theie online presence and followers everywhere
brandExtensionLacoste Sports Club
Lacoste can open a sports club with the same name in different countries as the brand name is already associated with various sports
Lacoste can provide members with all the sports facilities like equipments, field (indoor & outdoor), coaching for different sports like tennis, football, golf..
the sports club would target elite people as the brand is a luxury one and the club will also be a luxury club, with luxury facilities and services
the club can earn revenues from membership fees, TV rights, team merchandising , sponsoring contracts. the club can also be listed in stock market over a period of time
brandExtensionLacoste Cosmetics
Lacoste can introduce luxury range of cosmetic product as it is already present in the perfume industry and also can leverage Lacoste brand strength
luxury Lacoste cosmetic products like make-up, skin care will be highly associated by the current Lacoste product users and the one who is aware of
the brand value
the target population would be the elite people who already uses high-end cosmetic products. Lacoste cosmetics can also be used in fashion shows worldwide
the luxury range of cosmetics will be sold in different countries in Special Lacoste boutiques, high-end cosmetic stores and large department stores