MARKET AND CUSTOMER SEGMENTATION

This unique collective of traditional tennis and golf inspired silhouettes mixed with hipster geared fashion has given Lacoste a very strong presence here in the U.S which is unheard of from a foreign brand.  Going into the future, Lacoste plans to place more focus on its tradition in order to grow the business and maintain its stance as a globally acknowledged brand and a household name. These are some of the steps they have taken to position themselves as a premier brand in the U.S.

·      “Unconventional Chic Campaign”

a.     High fashion imagery

b.     NYC catered styles

c.      Day and night tailored styles

·      Embracing Niche Market: focusing marketing on business casual yet playful trends

·      Creating brand experience: most recently the brand was paired with Coachella Music Festival by having a beach party simply titled “Lacoste L!VE Desert Beach Party"

·      Controlling brand experience in retail stores

·      Social Media Presence.

  

 Merchandise

This is Lacoste's signature polo the L12.12. This polo was the first polo designed by Rene Lacoste and is considered to represent the tradition of the brand. As a result this item comes in many colors and all sizes. Priced at $89.50 it is classic fit with the green signature Croc on the left chest.

Another staple product for the brand Lacoste is the cotton v-neck sweater. This also comes in many colors and contains the signature green croc on the chest. This item is carried from season to season in an assortment of colors and is priced modestly and $145.00

Although Lacoste is known for tradition and timeless pieces they incorporate capsule collections into their assortment. This particular polo is for their flag collection which includes countries like the U.S, Italy, London and of course France. The polo is 100% cotton and priced significantly higher than the standard polo with a tag of$165.00 This price is justified by the limited quantities and quality of an imported garment. 

Lacoste also does collaborations. This item is from the Andy Roddick collection. Andy Roddick was a famous professional U.S. tennis player before retiring this year. Prior to his retirement he designed this entire collection for Lacoste which features of his favorite pieces with an updated style and his signature logo and signed name on them. 

LACOSTE L!VE

 Finally, Here a few of the Lacoste L!VE items meant to target a more youthful, trendy customer and this can be seen by the amazing patterns, slimmer fit and lower price point. Also the use of younger looking models helps create a great image for a more youthful Lacoste L!VE. 

THIS ISN'T YOUR GRANDFATHER'S POLO.

$98.00
100% COTTON

$70.00
100% COTTON

$125.00
100% COTTON

$98.00
100% COTTON

Women's

Women's assortment has not been very succesful for Lacoste. They recently lost the Macy's account for the womens sportwear and apprel. Here is some of the product offering.

Short Sleeve 5 Button Polo
$89.50
$100 cotton

LightWeight Garment Washed Twill Jacket
$325.00

L!VE Half Sleeve Scoopneck Dress
$125.00
100% Cotton

 

Kid's

Palm Tree Polo
$60.00
100% Cotton

Dip Dye Jersey Dress
$65.00
100% Cotton

Polo Onesie Set
$85.00