Lacoste: Repositioning The Brand Image. Essay

2842 words - 11 pages

Lacoste: History and Brand IdentityCreated in 1930 by Rene Lacoste, a tennis player, the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence, the brand won't extend his product line so much. For instance, the polo shirt will be distributed in a unique colour, the white.In 1951, Lacoste decided to launch three new colours: sky-blue, navy and red. This revolution underlines the first steps of the brand out of tennis courts, and premises of its diversification's strategy. And although the polo shirt and its little crocodile remained the ambassador product, Lacoste was surfing on several universes, including club, sportswear and sport.Today, the brand comprises eight product families: clothes (65% of turnover), perfumes, shoes, glasses, watches, belts, house clothes and bags.If we had to retrace simply the whole diversification of the brand, we could give some key dates as following. Actually, they represent the brand emancipation:1936-1939: Progressive and selective development of high quality shirts (priority to quality aspect)1946: Apparition of a colours' line for the knitwear shirt in cotton.1959: First collection for children.1960: Launching of shorts and striped polo shirts.1966: Creation of a tracksuits' line.1968: Launching of the first Lacoste perfume.1981: Launching of the first sport bags.1988: Launching of glasses.1989: Creation of tennis shoes.1993: Licence agreement for the conception and production of a watches' line.1995: Launching of the women collection.2003: Launching of the brand in leather goods.As an explanation of this expansion strategy from the 50's, we can carry out two main values for the brand. The traditional value (the first white shirt as a brand emblem) followed by the innovation value (many products under a corporate brand) show us how the company wants to globalize as much as possible its prestige notoriety and its consumer loyalty over its traditional segment: wealthy people (bourgeoisie).More generally, values that Lacoste wanted to spread over these customers are elegance, sportive spirit, authenticity, and product quality. The segment targeted included 45-50 year old people, belonging to the high society. They are seen to be loyal, classical, and to strongly share the brand values. Their sensibility to price is low; they look for quality and comfort, easiness of maintenance. What they look for in the brand, is the possibility to relax in sport or during week-ends far from towns, through casual, sportswear.But a few years ago, brand consumers began to change and reasons for which people bought the products changed too. A new unexpected segment appeared: the young people from suburbs.Added to counterfeits' costs, we will see that this new segment has remained, during the two last decades, the main managerial problem that the brand had to face.THE MANAGERIAL PROBLEMSWho are these new young people newly attracted by a brand, whose marketing strategy didn't even included...

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