Firm Name: Lacoste
Proprietor:  René Lacoste and André Gillier


How It All Started 

Just after the retirement from tennis, René Lacoste established La Chemise Lacoste in 1933 alongside with André Gillier, the President and proprietor of the most significant French knitwear producing agency at that time. They commenced to manufacture groundbreaking tennis shirt Lacoste with the crocodile emblem embroidered on the chest.

The champion experienced made this to have on on the tennis court for his personal use, as nicely as a selection of other shirts for sailing, tennis, and golfing – as outlined in the initially catalogue that was released in 1933. 

The firm noted this was also for the 1st time a brand name/style and design appeared on the outside of any clothes – an concept which has considering the fact that come to be tremendously prosperous. This shirt refashioned men’s sportswear and replaced the extended-sleeved, woven fabric, starched typical shirts.

The to start with LACOSTE shirt was a little shorter than its counterparts, was white and experienced a ribbed collar. It also had small sleeves with ribbed bands and was manufactured of a light knitted cloth termed “Jersey petit piqué. As of currently, it continues to offer you the very same good quality, ease and comfort and solidity on which it created its name and which represent its uniqueness.


Lacoste is associated with the Retail and Lifestyle industry and discounts in extras and apparels. As mentioned previously, remaining of French origin it was founded in the year 1933 by its famed co-founders Andre Gillier and Rene Lacoste. In the yr 2012, the model transferred its possession as it was purchased by Maus Freres.

Starting off in the nineteen fifties, Izod created clothing known as Izod Lacoste underneath license for sale in the U.S. In 1993, this partnership ended, when Lacoste reclaim exceptional legal rights to distribute shirts under its brand. In 2005, pretty much fifty million Lacoste goods sold in more than one hundred ten countries. Its visibility has greater owing to the contacts in between Lacoste and a number of tennis players, which include previous American tennis players Andy Roddick and John Isner, Swiss Olympic gold medalist Stanislas Wawrinka and French veteran Richard Gasquet. 

Lacoste had also begun to enhance its existence in the golfing planet, in which observed two moments Masters Tournament winner José María Olazábal and Scottish golfer Colin Montgomerie have been witnessed playing in Lacoste shirts in tournaments. In early 2005, Bernard Lacoste turned seriously ill, which led him to transfer the presidency of Lacoste to Michel Lacoste whi was his brother and closest collaborator for a lot of years.

Bernard died in Paris on 21 March 2006.Lacoste licenses its trademark to several companies. Devanlay until now owned the distinctive around the globe outfits license, nevertheless continue to Lacoste Polo Shirts are also manufactured beneath licence in in China and Thailand by ICC. Pentland Group has the around the globe sole license to deliver Lacoste Coty footwear, Inc. 

Lacoste went on net in June 2007 and launched their e-commerce web-site for the U.S. market. To assistance little ones be able to participate in sports activities in college a local community system is formulated named as Rene Lacoste Foundation. In March 2016, the business launched a new flagship keep in Budapest on Fashion Road. In 2017, tennis player Novak Djokovic was named the brand ambassador and “the new crocodile” for Lacoste. 

Marketing and advertising technique and Attention-grabbing Specifics behind its Achievements.


Lacoste is a globally recognised model with its products existence in almost a hundred and twenty international locations like Canada, Australia, India and China.  In the yr 1952 the model introduced its products in United States sector for the first time and experienced received enormous reputation by nineteen seventies. The firm has an organised group that incorporates a workforce of 10,000 workforce accountable for planning, creation, distribution and communication.

It has its have boutiques situated at independent places as properly as in really common departmental shops like Macy’s, Halls, Nordstrom and Belk. Lacoste products and solutions are quickly accessible utilizing 10,600 wholesale sale points. Goods are also offered by the use of 11 on-line shops that fulfills client prerequisites by a single click.



Lacoste is a vintage enterprise and it is recognised for the market glance, modern-day ease and comfort, quality and types. It is surely a leader in the top quality-informal-have on segment and this is mirrored in its fashionable collections via natural magnificence and unique fashion. It expanded its portfolio to contain shirts for sporting activities like golfing and sailing.

As a model, Lacoste began introducing color shirts besides the previously out there tennis-white shirts in the yr 1951. With the expansion its portfolio, today, it contains apparels for Gentlemen, Gals and Kids.



Lacoste target consumers consist of vogue conscious people and sports personalities. In shorter, they goal niche consumer base who has significant getting electric power and who do not hesitate before producing a obtain simply because of a price tag tag. Consumers of Lacoste has no hesitation in flaunting it via their purchases as it is a position image for them.

Model name which is very simple in conditions an high priced and trendy that offers in substantial-good quality and quality items. The company has adopted a high quality pricing method for its goods owing to its buyer loyalty. Owing to its prosperous and quality clientele merchandise charges appear to be realistic and very affordable to its prospective and long-lasting buyers.


Lacoste Strategies

In purchase to keep its iconic graphic and loaded heritage, Lacoste has adopted quite a few branding techniques. The enterprise has positive mind-set in direction of social obligation and has taken section in various situations. At school level it helps young children in sports activities by means of Rene Lacoste Foundation. An organisation in the Philippines is funded by Lacoste, that is performing towards preserving crocodiles from extinction.

Lacoste has adopted an aggressive advertising plan and its advertisements are shown via publications, television, billboards and social media platforms.  It has roped in a number of famed personalities to promote its manufacturer identify like Richard Gasquet, John Isner, Andy Roddick, and Stanislas Wawrinka.

Well known golfers Jose Maria Olazabal and Colin Montgomerie are also connected with this entire world-renowned brand name.



Lacoste’s method has been very complete and will likely aid the firm to hold obtaining its traditional and vintage picture, which is nearly all luxury, sportive, elegance, authenticity, spirit and solution high-quality. Lacoste’s key emphasis is to generate trend for its top quality client and preserve its brand impression.

The post Background & Promoting Strategies of Lacoste Brand name appeared to start with on Imaginative Weblog on Indian manufacturers, Internet marketing and Advertising.


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