lacoste presentation

1. Rene lacoste
ANNU KUMARI
CM2

2. COMPANY PROFILE
 Year Established
 Lacoste corporate office
 Industry
 Markets
 Type of company
 Price
 Sizes
 Importer/Exporter
 Brands
 Web
 1947
 Paris, France
 Apparel accessories
 Men, Women
 Wholesaler manufacturer
 Better contemporary
 Men, Women young men
 Yes/No
 Devanlay Us,Lacoste,Izod,Izod big
&Tall
 www.lacoste.com

3. 1
Compan
y History
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The true story of the "Crocodile" begins in 1927. René LACOSTE liked to recount
how his nickname became an emblem recognized throughout the world.
"I was nicknamed "the Alligator" by the American press, after I made a bet with the
Captain of the French Davis Cup Team concerning a suitcase made from alligator skin.
He promised to buy it for me if I won a very important match for our team. The public
must have been fond of this nickname which conveyed the tenacity I displayed on the
tennis courts, never letting go of my prey!"
"So my friend Robert GEORGE drew a 'crocodile' which I then had embroidered on
the blazer I wore on the courts.

4. 1
History
cont.
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In 1933, René LACOSTE and André GILLIER, the owner and President of the
largest French knitwear manufacturing firm of that time, set up a company to
manufacture the logo-embroidered shirt. The champion had designed this for his own
use on the tennis court, as well as a number of other shirts for tennis, golf and sailing
- as can be seen in the first catalogue, produced in 1933.
To the best of our knowledge, this was the first time that a brand name appeared on
the outside of an article of clothing - an idea which has since become extremely
successful.
This shirt revolutionized mens sportswear and replaced the woven fabric, long-
sleeved, starched classic shirts.The first LACOSTE shirt was white, slightly shorter
than its counterparts, had a ribbed collar, short sleeves with ribbed bands and was
made of a light knitted fabric called "Jersey petit piquéIt continues to offer the same
quality, comfort and solidity on which it built its name and which constitute its
uniqueness

5. 1
Brand
Value
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 Tennis clothes
 Golf clothes
 Sports accessories
 Continental European style

6. 1
Product
lifestyle
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Wallets
Sports bands
Golf gloves
Socks
Fragrance
Eyewear T-shirts Hats
Polos
Trainers
Sandals & Flip-Flops
Jewellery
Jackets
Outwear
Belts
Swimwear

7. 1
Target
audienc
e
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5%
15%
25%
20%
20%
15%
Target customer
18-24
25-34
35-44
45-54
55-65
65+
Lacoste’s Primary target audience would be
young adults (F/M) at the age of 25-34. A lot of
their casual wear is designed with this age range
and style in mind.
On the other hand, it also aims for the people
that are higher up the socio-economic who have
social status and more money to spend.
Secondary target audience for Lacoste would be
tennis and golf players and generally, people who
are interested in sports;
Lacoste have recently released their Live! brand,
which is aimed at a slightly younger audience of
18-24 years.
Market positioning: Luxury, sportive

8. 1
Competi
tors
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9. 1
SWOT
Analysis
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Strength:
•Known for quality
•Well known for tennis and
golf clothes
•Well known within the
sporting world
Weakness:
•Main focus is to provide for
tennis and golf players
•Not as popular with mainstream
fashion
•A lot of their products are
geared around sports and
summer weather.
Opportunity:
•To possibly expand to other
sports
•Extend their range to products
suited for other seasons
Threat:
•Other sporting companies in
terms of general sport wear. E.g.
Nike, Adidas
•Seasons other than summer

10. 1
Strategic
brand
manageme
nt
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11. 1
Strategic
brand
manageme
nt
2 3 4 5 6 7 8

12. 1
conclusi
on
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Lacoste’s strategy has been quite comprenhensive and will probably
enable the company to keep having its traditional image, which is
almost all luxury, elegance, sportive spirit, authenticity, and product
quality.
Lacoste’s strategy has been quite comprehensive
and will probably enable the company to keep
having its traditional image, which is almost all
luxury, elegance, sportive spirit, authenticity, and
product quality.

13. 1
Thank
You
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