The Company Lacoste and its evolution

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The Company Lacoste and its evolution

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Abstract

The Lacoste Company was founded in 1933 by Rene Lacoste (a professional French tennis player) and Gillier Andre (President of the largest French company).This brand has experienced a dramatic expansion and development both in France and abroad, based on an exclusive brand of bourgeois origin.
Then we can ask how the Lacoste brand has evolved and adapted to the contemporary society? And how is the brand able to maintain and develop its image?
In this report, we will give a presentation of the brand, with a brief historical presentation of the firm and its flagship product ‘Lacoste Polo'.

However, despite its status as a luxury brand and international success, Lacoste has faced several difficulties in recent years.We will study the evolution of the brand while citing the diversification of its product range, then the problems faced by Lacoste when it comes to customers who have identified the limitations of the brand, the problems the company has been facing related to duplicate products, and the strategy of brand development. In the final section, we will discuss the communication strategy used by Lacoste to rejuvenate its image and to focus on targeting the customers.

Today, the new silhouette of the famous green crocodile is thinner, a more modern look to compete with the new iconic brands of the market. Times have changed, but the symbol of Polo in pique cotton jerseys, which was created in 1933, has not aged over time. Today, Lacoste is no longer producing the accessories manufactured for playing golf and tennis (rackets, clubs, balls, etc). The company ensures the stability of the brand and its image. Anything that is manufactured under the license of its partners, the label is always addressed to 25-35 year olds, for their energy and zest for life.

Tags: Lacoste Company, Rene Lacoste, Gillier Andre, Lacoste Polo, green crocodile, golf and tennis

Introduction
Brand overview
1. History
2. Introduction of the company
3. Its ?flagship? product Lacoste Polo
Brand Evolution
1. The evolution of its product line
2. The changing clients and problems
3. The problem of duplicates
4. The development strategy of the brand
The communication strategy of the brand
1. The image of luxury
2. Sponsoring of sport events
3. Advertising communication
Conclusion

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Extract

[...] The company ensures the stability of the brand and its image. Anything that is manufactured under the license of its partners, the label is always addressed to 25-35 year olds, for their energy and zest for life. The Lacoste brand has a wide range of products: sunglasses, shoes, watches, perfumes and leather goods. It is taking charge in international markets through a strong network of partners who will provide help for production and marketing. On 1 January years after its arrival in the market, Lacoste was established in over 110 countries in 4 continents with a turnover of 1.1 billion euros. [...]

[...] It was only in 1933, Rene Lacoste and Andre Gillier, owner and president of the largest knitwear manufacturing French company, came together, founded a company to uplift the shirt embroidered with a logo that the champion had created for his personal use on the tennis courts and a variety of shirts were designed for tennis, golf and the sea. The brand symbol was visible on the outside of the garment and it was a new idea that gained popularity. This shirt brought about a drastic change for tennis players at the time, who wore classic dresses, shirts woven with fabric, and long sleeves on the courts. [...]

[...] grew from 5 million euros losses to 250 million euros in business profits - Sponsoring of sport events The company has some great athletes such as Andy Roddick, and the entire tennis team in France (Arnaud Clement, Tatiana Golovin, Richard Gasquet) and affixes its name in stadiums during major events such as Roland Garros, or the China Open, and even activities related to the sea and golf - Advertising communication Lacoste wants to intensify its marketing communication. The brand wants a fresh start and wants to bounce back from problems due to lower awareness of the brand, because of the Lacoste clothing in the suburbs, and counterfeiting, thus justifying the name of its latest advertising campaign, little air on earth" featuring a man and a woman jumping into new horizons. [...]

[...] However, awareness of this situation has caused a trigger that has had the advantage of alerting the brand, and recently, Lacoste got back to making strategic changes. The loss for Lacoste is evaluated at more than 100 million euros, and the regions of the world where counterfeiting is most prevalent are the Maghreb, Asia and in the South-east, especially in Singapore. The Singaporean company that has the name of "Crocodile International" claimed to be the first company to be filed together with the logo of the crocodile in Singapore. [...]

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