Lacoste Will Change Its Face, Follow The Fashion Line And Keep Pace With The Times.

　　 Abandoning sports and leisure, Lacoste hopes to become more fashionable.

Most of the consumers in China, especially those who do not care about the show, of course include me. The impression of Lacoste is that the little crocodile sign is the Polo shirt and sportswear with different colors. It doesn't seem to have much to do with fashion. This part is because the company uses a lot of distributors in China, and the other part of the company is too slow in fashion. But according to WWD's report, Lacoste will start a new face next year, with a new image.

Lacoste was founded in 1933 by Rene Lacoste, the tennis player who won the 7 year grand slam. Sports brand And the famous Polo shirt is actually not created by Ralph Lauren Polo, but Lacoste. In fact, it is because the Lacoste model was copied in the United States and the middle class sentiment was added to the us that it was able to make a fortune.

As early as ten years ago, Lacoste knew that its image of aging has not been able to keep pace with the times. In the advertisements launched in 2005, they told the world with youthful vigor design and bright costumes that they intend to go young. Since Christopher Lemaire joined the Lacoste in 2001, it has established a series of Live for young consumers and Club series for high-end market. Indeed, in the 10 years of his post, Lacoste has been brought back to people's attention.

When Christopher Lemaire left Lacoste to be the creative director of Hermes, the youthful vitality style of Lacoste's younger strategy still supports Lacoste's growth. Today's creative director Felipe Oliveira Baptista has stylized features, but it still keeps Lacoste as it looks.

However, in the fashion changing fashion, colorful Polo shirts and college style sportswear seem to be getting worse. For young consumers, Zara and H&M can play a big role. Fast fashion brand Gap and Uniqlo have the basic and comfortable leisure brands, American Apparel with retro fashion, and Hollister, A&F, Urban Outfitter and American Eagle. The so-called "younger" seems to be "old-fashioned".

In order to adapt to the new market, Lacoste decided to reform drastically. But this time, it is no longer based on the sportswear, but it is more fashionable to make the brand.

　　 High quality products

In order to change the original Sports brand The image of Lacoste casual wear and show series in the flagship store will gradually replace the sports line and the Lacoste Live set up for young consumers in 2010.

"We are upgrading our store concept and clothing step by step." Lacoste CEO Jos e Luis Duran said. "In the future, there will be no sports line and Lacoste Live line in most shops unless it is a large flagship store. brand positioning It's the first thing for me, and I want to make Lacoste a high-end product. "

Felipe Oliveira Baptista's Lacoste showcase series is the most high-end Lacoste, but Duran does not want it to be presented independently, and wants it to be part of the Lacoste casual wear.

　　 Store image transformation

In the future, Lacoste shops will change bright lights, clear display and simple style. Instead, they will create more warm and elegant shop decorations from wood frame and picture frame on the walls.

　　 Strengthening dominant categories

Duran also said leather goods and footwear categories will be displayed more, because the two digit growth rate of these two categories is the main driving force for brand sales growth.

　　 International expansion strategy

According to the 2014 sales figures, Japan, Argentina and Turkey are the best performing countries, and Russia is also catching up with them. However, the largest markets in the United States, Italy and Korea are relatively general. But in the global expansion strategy, Duran said it will increase 60 stores in China, Russia, France and the United States in 2015.

　　 Short term long term

For Lacoste, the United States remains its biggest market. But Duran said it plans to sacrifice part of its revenue in the future to increase its brand recognition and reputation.

　　 Increase the proportion of women's wear

Though Lacoste is now in many countries, Women's wear The proportion has reached over 30%, but men's clothing is still the main player. But this phenomenon will change in the next few years. "Lacoste was born in men's clothing brand, this is our DNA," Duran said. "But in three or four years, I hope that the data of women's clothing will increase by 23% to 24%."

　　 Continuous introduction of new product line

Innovation is a necessary step for reform, and in the spring of 2015, Lacoste will launch a series of underwear for men.

So from next year, maybe you will have an illusion in Urban Outfitter store when you arrive in Lacoste store, or it's like entering Paul Smiths. Design The personalized style shop. But the most anticipated change should be that the advertising style has become a noble and cool fan, or which star on the red carpet is wearing Lacoste to attend the event.