Fashion Movement, Old Lacoste, Ploughing French Fashion

According to the world clothing shoes and hats net, after 13 years, it was founded 85th anniversary of France.

Sports brand

Returning to Paris fashion week, the 2018 spring and summer clothing series was released in the arena of trees.

brand

Felipe Oliveira Baptista said, "I want to do a show on a classic outdoor venue with Lacoste, but it is very difficult to find such a seat that can hold 1000 seats."

Finally, the Lacoste show is chosen at the corner of Tuileries Garden, located in the center of Paris, away from Jeu de Paume (tennis court).

The return to Paris fashion week and the choice of venues mean that Lacoste wants to continue to develop the spirit of brand and the French fashion.

Brand CEO Thierry Guibert said: "the inspiration from sports and the elegance of French are the two pillars that we rely on."

This concept is in line with the pformation policy formulated by the Swiss retail group at Maus in the end of 2012 Fr res SA.

Style positioning

Three years ago, Thierry Guibert began to take charge of the critical period of pformation and organize Lacoste.

"My first task is to help brands find a clear direction for development."

He pointed out that the fashion of the brand was serious and too deviated from the sports category.

The marketing strategy of Thierry Guibert includes: inviting the famous tennis star Novak Djokovic (Djokovic) as the brand spokesperson, sponsoring the new tennis match, and introducing the capsule series with "made in France" label.

"Paris fashion week has many high definition brands, which is quite different from the leisure New York fashion week.

Although we are not a high brand, but we have a deep French lineage, so it is reasonable to take part in the fashion week in Paris, and now is the right time. "

He hopes that Lacoste will continue to perform in Paris in the future and publish at least one series every year.

Over the years, green crocodile logo and lattice shirts have become the iconic symbol of the brand. However, under the leadership of Thierry Guibert, Lacoste has continuously improved its products and aimed at high-end positioning.

For example, in collaboration with Chanel's embroidery workshop Maison Lesage, we have launched 200 high limited Polo polo shirts. The brand also introduced the Italy fabric series and used the crocodile embroidery logo with the same color as clothing.

(see the previous report: Gao Ding technology is used in sportswear! Chanel embroidery workshops hand in hand Lacoste)

In addition, the brand has introduced more jackets, that is, "sportswear that can be worn in the city".

Felipe Oliveira Baptista pointed out that one of the themes of the 2018 spring and summer series is sportswear that can mix with everyday clothes.

"Technical fabric, daily clothing mix and match sportswear is the core story of this great show."

In recent years, sportswear and leisure have become popular. As early as four years ago, Lacoste sportswear suits were displayed in the show.

"We did go ahead in the beginning to push the trend forward, but now we have to do the next stage and challenge the future."

Two years ago, Felipe Oliveira Baptista designed a coat with the words "Ren e Did It First", paying tribute to the brand founder and tennis player Jean Ren Lacoste.

Today, the slogan "T-shirt" has become popular.

Felipe Oliveira Baptista believes that leading and promoting the trend is great, but when the market becomes crowded, it should shift to other aspects.

Though compared with pure fashion brands, Lacoste is facing less pressure on product renewal.

For Felipe Oliveira Baptista, who was originally a niche designer, joining Lacoste in 2010 changed his way of working.

"(compared to pure fashion brand) as a major global mainstream brand, Lacoste has evolved very slowly."

In order to better focus on Lacoste, Felipe Oliveira Baptista has suspended personal brand.

"When I first joined the brand, it was also a sport leisure brand suitable for the weekend."

He hoped that the brand clothing would be more routine and suitable for "city life, and could wear all week."

This spring and summer series, Felipe Oliveira Baptista, refers to the double breasted suit worn by Lacoste founder in 30s, the 70s polo sweater, and the 80 and 90s sports suits.

"I will combine the past, the present and the future.

Whether it's the middle class or the children on the street, Lacoste is a popular brand.

I really enjoy Mashup, such as luxurious elegance and street trend.

Brand customers also experienced the development from tennis elite to roadside children.

Instead of switching to different audiences, Felipe Oliveira Baptista believes that the focus of the future is to make brand clothes suitable for more diversified customers.

"Social and cultural pluralism is very important in the era of choice."

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Business strategy

In addition to the product itself, Thierry Guibert is upgrading the brand's global distribution network, especially the first big market that contributes to 15% sales: the United States.

Specific strategies for various markets include:

Us: closing 250 sales outlets

Europe: from some parts of the high-end brand positioning, like "grocery store" German department store withdrawal

In Spain and other non brand direct control of the distribution channel market, the direct acquisition of distributors

These "costly but effective" changes allow brands to directly control pricing and product classification.

Thierry Guibert pointed out that the first 18 months of pition were painful, with volume and sales slumping.

"It takes a little time to change, but it takes all the changes together and ends up to have a strong Lacoste that is more in line with consumers' expectations."

Thierry Guibert points out that the large discount activities in the US market are very bad for brands.

According to his forecast, Lacoste 70% can be sold at full price and the competitor is about 10%.

Lacoste reduced the number of Oteri J stores in the United States from 60 to 40, "oatrice is still important for clothing companies operating in the US."

Lacoste has direct 50 stores in the US, and the company has chosen to close some of its stores to a better location. In the future, it will pay more attention to California, Florida, Dezhou and New York.

"This decision is very difficult, but I think it is right to compete in such a fierce market.

If the brand does not come out independently, it will be no worse than the mass market brand, "Thierry Guibert said.

The electricity supplier is the fastest growing distribution channel for the brand, contributing 10% sales to Lacoste.

The brand also set up a tablet computer in the store, "for us to open a small store brand, (flat) is a very good tool."

At the beginning of the month, the brand announced the acquisition of Major Sports 80%, the parent of French tennis and squash equipment maker Tecnifibre.

Founded in 1979, Tecnifibre invented a new polyurethane racket line, and also launched ball products with Bridgestone and tyre manufacturer (Bridgestone).

Thierry Guibert plans to restart the brand's tennis racket business, "there are quite a lot of synergies between the two brands."

Lacoste plans to redevelop high-end racquets with the help of Tecnifibre technology in early 2019.

In the future, tennis will start to be developed one day.

(see the previous report: French fashion brand Lacoste buys French tennis and squash maker Tecnifibre parent 80% equity)

While focusing on tennis, squash, badminton and Spanish wooden racket sports, Lacoste is also the official sponsor of the French Olympic team, providing athletes with equipment outside the stadium.

Felipe Oliveira Baptista pointed out that "providing equipment for athletes of all shapes" is an interesting process and a pleasant exercise.

As a pilot's son, I love technical and functional, and I am very obsessed with uniforms. "

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