Lacoste has two main objectives for the next year: Rejuvenate the brand and regaining new followers. For that the polo offers a makeover and appears across a broad communication campaign under new claim. The crocodile, chic and smart, is as a luxury symbol as a lightness symbol.
The idea is quite simple: “To leave the sportswear’s world which became a real banality in clothes. And create a fresh look at the brand”. This is how the representatives of Lacoste explained their new communication concept, at a press conference held on October 28.
The new brand’ signature is more sober, based on the black and white, than the previous campaign which had many colors. It is to support the new positioning: “Unconventional Chic”. The communication campaign use four models with the great Lacoste’s polo in white on black clothes: suits for men and rhinestone dresses for women. The message is: Some modern chic but shifted.
Christophe Chenut, Lacoste’s CEO, explains: “We have two advantages to support this message: an iconic product and the brand history. In 2011, the brand wants to use the classical polo as a banner of the Lacoste’s new attitude. The idea is inventing a new manner to wear the cotton pique polo: luxury and lightness.
For this new communication campaign, Lacoste has spent more than 50 million euro. This is a global campaign containing four visuals photographed by Mert Alas and Marcus Piggott in Paris. The campaign will be divided into press, display, Internet and an iPad version.
Otherwise, Lacoste wants to develop its woman collection which will be presented on the New York fashion show in 2011 and marketed in January 2012.
Another line of development is the urban youth segment. Two shops “Lacoste Live” exist in the world, Paris and New York. A dozen will open by late 2011. Cuts adjusted, colors more modern will renew the Lacoste’ Style with ad hoc collections.
Laura G.
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