In-Depth Brand Deconstruction and Analysis of luxury brand Hermés and Lacoste

1. Brand Analysis for display concepts
by Sona Vanessa Baldeh

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History
Launched 1933 by René
Lacoste
French tennis legend
Founder of the Polo Shirt
50s : colourful Polos and
children‘s wear were launched

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History
1960s. Perfume and leather
goods
1970s. International advertising
campaigns
1980s. Sunglasses and tennis
shoes
2011. Lacoste Live!
2017. New Crocodile Novak
Djokovic
2018. Save our species
campaign

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Two Lacoste products are sold every second
Textile, leather goods, fragrances, footwear, linen, sunglasses,
watches and underwear, including the iconic Classic Fit Polo.

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Brand Logo
René Lacoste was
baptised as
‘‘The Alligator“
Reference to a bet
between Lacoste
and his coach
Launched in 1927

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Brand vision
Our primary goal is to be the leader in the premium casual wear
market. We are dedicated to achieving this ambition in the years
to come. Sharing our vision of casual elegance, and our optimism
and faith in the future, is the purpose of our business.
It is the pride and passion of each person who works for Lacoste.

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Mission Statement
Optimism and elegance are the core values of Lacoste, promoted
with enthusiasm and passion. Our mission is to share this positive
view of life with our customers and partners. Our constant search
for excellence is reflected in the high-quality, modern collections
we design, create and market. The natural elegance and unique
style of our products enhances the beauty and freedom of move-
ment of all those who enter the world of Lacoste.

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Brand values
Being Attention Accountability
Audacity Coorperation

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clientele
18-44 Years
Initially a menswear brand
More male (57%) than female (43%)
Nowadays putting the focus on women

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Spring 2019
Lacoste goes Unisex
Streetwear inspired
Sporty wardrobe
Element of the 90s
Timeless pieces
Published September 2018

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hISTORY
Launched 1834 in Paris
by Thierry Hermes
Harness making shop
Appreciated and renowned
by the European royalty
1879. His son Charles Emile
Hermès launched saddles

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History
1922. Handbags
1924. Expanded to the US
1929. Women‘s wear
1930s. Scarf manufactory

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History
1946. Silk ties
1949. Perfumes
1970s. International shops
( EU, US, Japan )
1990s. Crystal and porcelain
tableware

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there is a wide selection of products
Perfume, jewelry, menswear, footwear, leather goods and saddlery,
luxury goods, men’s and women’s clothing, scarves, ties, footwear,
belts, gloves, hats, silks and textiles, furniture, furnishing fabrics,
wallpaper, tableware, watches and petit.

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Brand logo
Antique fonts, logo and
packaging
Brand immortalization
Duke carriage with horse
Once a saddle
manufacture
Now one of the world‘s
largest and most
aspired luxury brands

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Mission statement
The driving forces of Hermès are quality and uniqueness. It is
the intense desire of Hermès as a company to remain exclusive.
Each and every product coming out under the brand’s name
should reflect the hard work put into it by the artisan. The aura
of exclusivity is important for the company because it does not
intend to portray the brand and its products as mass-market
luxury or premium luxury.

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Brand philosophy
“We don’t have a policy of image, we have a policy of product“
Heritage is the core of their brand identity
Love for craftsmanship
Principles are quality and refinement
No mass production or manufacturing lines
All products are done in French Ateliers
Each product is made by hand by only one craftsman
No marketing department

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Clientele
Ultra-rich client base
A-list celebrities
The philosophy and aim has always been to remain “ultra-
premium luxury”, which can only be afforded by the very few
and is not easily available.

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Brand strategy
Maintain an aura of exclusivity and scarcity
No celebrity endorsements
No region specific collections
Limited edition of products
Queue system for a higher demand
Only collaborations with ultra-luxury brands ( e.g., John Lobb, Saint
Louis or Apple)
Hermès products are never offered on discount
Collaborates with independent artists and designers

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...celebrate the Hermès lifestyle, they do not intend
to sell their products.
Marketing campaigns

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Shop windows
Showcase the exquisite styling and craftsmanship heritage
An hommage to its craftsmen
A portal into the culture of the company (artistic director)
A proof of the art of communication developed in the
company
A small theatre where each role must be played well
They use many window-specific props that are not for sale

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Fall Collection
With her long legs in high-waisted shorts, a pencil skirt or close-
fitting trousers, the Hermès woman steals a march on winter.
Cockades and equestrian browbands become part of the Hermès
woman’s wardrobe. The Hermès woman moves between shadow
and light.

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Further Steps for display concepts
Thorough analysis of both visual merchandising and retail design
of the brand‘s physical stores
Window displays
Communication methods – Corporate Identity
Marketing and retail strategies
Colour schemes
Design principles Thank you!