Lacoste's Marketing Strategies in the US

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Case Details:

Case Code : MKTG132
Case Length : 14 Pages
Period : 2001-2006
Organization : - Lacoste SA
Pub Date : 2006
Teaching Note :Not Available
Countries : USA
Industry : Apparel

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Reviving The Lacoste Brand

Siegel, who was to be instrumental in establishing Lacoste as high-end fashion label in the US, took over as Lacoste USA's CEO in January 2001.

He was earlier credited with creating and establishing the popular clothing brand, Dockers, for Levi Strauss & Co. in 1986.

Siegel intended to change the image of Lacoste as an older person's brand, and to make it more fashionable.

To begin with, he brought about changes in the Lacoste clothing line.

During the early 2000s, the vintage preppy look was coming back into fashion in the US. Siegel spotted an opportunity in this, as Lacoste shirts went well with the 'preppy look'. With Lemaire, he came up with a new range of Lacoste clothing that was more trendy and appealed to younger people, and also launched a new range of piqué polo shirts...

Lacoste's Retail Strategy

One of the reasons for Lacoste's 'cheap brand' tag in the US was its over-exposure in the market. During the 1980s, Lacoste was available at non-luxury retailers like T.J. Maxx, Macy's, etc. When, LCL took over the brand, it restricted its availability to luxury department stores.

When Siegel arrived at Lacoste USA, the brand was available in around 11 departmental stores and the few Lacoste boutiques in the US. Siegel then decided to expand Lacoste's retail presence.

But since he wanted to popularize the Lacoste brand as a fashion label, it was important that it was sold only at upscale department stores and specialty boutiques. Said Tamara Rosenthal (Rosenthal), director of marketing, Lacoste USA, on the significance of specialty retail stores, "They have the ability to seed the brand with influencers, because the type of people shopping in those stores are setting trends."

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