LACOSTE🐊

At the age of 18, René Lacoste lived in Bordeaux with his family and was a gifted student at the
Polytechnic School. Just like his father, he was passionate about sport and playing tennis. This
passion led him to abandon his studies to create his own career. So René Lacoste wrote the
history of tennis until he became the best player in the world (1926-1927) (with seven Grand Slam
titles) he made a name for himself. In Boston in 1923, his captain promised to buy him a crocodile
leather suitcase he had been admiring in a shop window if he won his next match. René lost, but
in tribute to his tenacity on the court and in reference to this unusual bet, the American press
christened him “the crocodile” The nickname was quickly adopted throughout the tennis world.
René himself even encouraged it, asking his friend and stylist Robert George to sew a crocodile
into the white jackets he wore when arriving into the court.

Lacoste o er in the market a large scale of clothes, t-shirts, shirts, suits, jackets, turtlenecks,
shorts, pants… and also many accessories. It’s an important and famous brand of clothes now,
but is also a symbol into the tennis world, and the story of the company.

The Market Segmentation of Lacoste:

- Demographic:

Age: 18-45 years

Gender: Male (57%) Famale (43%)

Social class: Upple middle class

Occupation: Business (51%) Corporate and Service (16%)

Lacoste targets people from the age of 18-45. It produces clothes within a wide range with
basic silhouettes but di erent colors and prints which can be for the youth. Since Lacoste
started out as a menswear brand, a majority of their target group is male. However, then
their global strategy has changed the focus more on women as well. This happened
because they noticed that more women across the world are buying Lacoste. The lifestyle
that Lacoste is suited for is found more amongst Business class and people in corporate
sector.

- Geographic:

Area: urban area, big cities

Lacoste is present in 120 di erent countries. In the digital world with 32 online stores.

- Psychographic:

Lacoste is an aspirational lifestyle brand which the consumers purchase in order to be a

part of the higher society.

The Lacoste buyers are highly involved with the product because Lacoste has a niche in
the market that cannot be matched by any other brand.

Lifestyle:

Activities: Work (Business and Corporate), Hobbies (Casual Sports, Laidback weekends),
Sports, Vacation (Beaches, Laidback)

Interests:  Job, Home, Family, Tennis, Recreation

- Behavioural:

Loyalty: About 70% hardcore loyal 30% split loyal

People who use Lacoste are positive about the product. People who don’t use Lacoste
aspire to use it or are enthusiastic about it.

People who buy Lacoste tend to use it often and account for a signi cant portion of the
revenue for the brand. Their client wear it mostly on for casual outings (70%)

4 Ps:

The products of Lacoste are premium quality ones. They started with simple tennis shirts, then
the portfolio explained with perfumes, then bags, shoes, sunglasses… Lacoste shirts available for
men are polos, sweatshirts, jackets, trousers and tracksuits. For women they have t-shirts,
denims, skirts and polos. Lacoste have a sports collection primarily for tennis which includes
tennis polos, shorts, wrist bands etc. The clothing comes in small, medium, large and extra-large
sizes.

Lacoste targets the upper middle class and upper class of the society. Theese customers do not
hesitate to pay the high price of the products (they pay for the symbol of Lacoste). A T-shirt
usually cost from 70 to 100€. A jacket 130-150€. A tracksuit could cost more then 200€.

Lacoste is a global brand and is present in around 120 countries which include India, China and
the United States, and has its own retail outlets in big malls where there is a great footfall of
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 people. They also make sure that the malls are visited by people who can a ord the premium
products. The outlets convey elegance through simplicity which adds to the value of the brand
o ering. Lacoste sell through popular stores like Macy’s, Nordstrom and Halls.

Lacoste promotes itself majorly through its successful brand ambassadors. Novak Djokovic
promotes the brand for tennis clothing. Famous golfers Jose Maria Olazabal and Colin
Montgomerie have been the brand ambassadors as well. There is a Lacoste foundation which
funds an organization in Philippines which is lobbying for protection of crocodiles. Digitally its
promotions can be seen through Twitter, Instagram and Facebook where customers can get a
glimpse of the current campaigns.

SWOT ANALYSIS:

STRENGHTS WEAKNESSES OPPORTUNITIES THREATS

The brand is present in The brand sales and image Demand for Lacoste’s increasing competition from
over 120 countries and is affected by fake products are Increasing in lifestyle brands like H&M,
employs over 1000 imitations of the products the Asia-Paci c region ZARA and sportswear
employees. signi cantly. companies like adidas and
Nike are increasing

The brand has an iconic The brand has been Demand for active Increasing number of
image and a very rich involved in environmental sportswear in the counterfeit products and
heritage in the fashion issues and has been Australasia Region. market, Lacoste has
industry. accused of “dirty laundry” become one of the most
blamed for using hormone- Imitated brands.
affecting chemicals in their
T-shirts.

The brand has a very rich The world wide demand of

clientele in the sports green-clothing which is an
fraternity opportunity for Lacoste to
explore as the brand uses
natural cotton ber for all its
clothing.

The brand is socially

responsible as it funds
organizations in Philippines
to protect the extinction of
crocodile.

As we know in 1933 was launched the polo of the new brand Lacoste. A simple polo with a small
crocodile on the right side of the chest. But this product, launched almost a century ago, today
still on of the most successful and famous product for these company. If we had to put it in one of
the phases of the product life, probably there is not a right one. Probably we can put it in the
middle of maturity and decline because they are arrived to a maximum pro t yet but the product
still be one of the best seller for Lacoste.

MARKET RESEARCH:

Obviously Lacoste is for all those consumers that do not hesitate buy the products despite the
high price. So the the circle shrinks considerably, because the majority of the people cannot
spend those gures.

For these reason, Lacoste in order to obtain information regarding the needs and wants of his
clients, use the Primary Research. That because it has to nd the speci c information for
speci c consumers. And this will be pro table cause if they spend money, time and employees in
this sector, Lacoste will have a big innovation and more pro t.

Specially on social media Lacoste can understand what his clients wants.

DIGITAL MARKETING:

Thanks to the evolution of the technology from 1993 to 2021, Lacoste know how to moove into
the digital marketing. Tv advertising, Series Tv, Social media, Website are all method that the
brand use to promote his products.

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 https://youtu.be/srsQlBB2vAU

https://youtu.be/X3JFDNDK-h4

These are two example of Tv advertisements of Lacoste. As we see both of theme do not
promote an a speci c product like a T shirt or pants or a polo but, they tell a story, an adventure.

In the rst video we see a men that during all his life run after a woman and search to meet her.
But this type of video, how can promote Lacoste and his products? The fact that during the video,
as the minutes pass, so do the years from 1933 to now. So what they want to tell us?

That Lacoste never die. Because as i sad before, talking about the Product Life of the iconic polo
of Lacoste, even with the passing of the years, it remains one of the unbeaten brands all over the
world.

“Life is a beautiful sport since 1933”.

This phrase appears at the end of both videos and makes us understand how roots of the
company are important despite it has been a century since the creation of Lacoste.

Because it all came from an idea of a tennis player, who as a goal in life had only to play and
practice the sport he loved.

This is why Lacoste does not aim to promote a single product in its advertising, but to keep their
image strong and alive, rea rming the importance and history
that looks back.

On TV, in addition to advertising, Lacoste promotes the brand

through two principal sports: tennis and golf. During the
matches we can see Lacoste clothes, wearing by the players.

Di erent is instead for social media where products are exposed

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Tv advertising and Social media are two methods for promote the brand and the products.

People can buy those products also online, on the website: https://www.lacoste.com/us/

Here there are all the product that Lacoste o er

This is Lacoste.

DOL O M O M O N H O N J O M U O M I J OJ J O N I OJ J O N I N U O N U OJ I
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