Contemporary Branding of 'LACOSTE-THE NEW PERSPECTIVE'

'Lacoste' a french brand that promotes and sets up fresh trends among fashion enthusiasts. Sports marketing has always been an important strategy for 'Lacoste' as the brand was established through sports. The brands main choices of sports sponsorship entails sailing, tennis and golf. However, the brand currently figured through a very recent statistics that has growing popularity among juveniles and young adults. Thus, the brand needs to redefine its image and association to meet the needs of this growing target group. Hence, one consideration can be building the brand on 'Trending French Heritage'.

Brand Salience

 'Lacoste' aims to become the first choice of polo shirts whenever consumers think of that specific product line. Being the brand that first innovate short sleeved polo shirts, 'Lacoste' is well known for its high quality polo with great selection of colors. Thus, sustaining this category, 'Lacoste' is also extending the brand by bringing out more products and introducing new campaigns. 'Lacoste', thus came up with a very new and fresh campaign 'Lacoste Live' and commenced manufacturing cologne, polo t-shirts and shirts under the label.After looking through five human traits, the brand has figured that it can tap into the 'pride category' and strengthen its position as 'luxury casual clothing.' It also looked into the possibility of emphasizing its 'French Heritage.' Through this, the brand wants to preserve and document its history as an authentic brand. Every year to sustain its brand image, 'Lacoste' spends a great deal of resources on 'technology and innovation' of its R&D department.

Point-of-Difference

'Lacoste' is considered the most stylish brand along with others such as 'Fred Perry', 'Ralph Lauren'. 'Lacoste' tops the rank in the same place with 'Tommy Hilfiger' and it is well tailored as compared to other brands. It is highly concentrating on the association of 'contemporary image' on the minds of its customer base. As a matter of fact, regardless having various positioning strategies, 'Lacoste' has been featuring contemporary French artist in its television commercial and has been deviating away from the intense branding image. A good number of differential points have been communicated by 'Lacoste' to sustain against its competitors and one such marketing campaign involves promoting '#NEW PERSPECTIVE'. Whereas other cologne and t-shirt makers are focusing highly on selling 'luxury' attitude, 'Lacoste' is promoting trending and contemporary lifestyle.

'Lacoste' has been quietly but deliberately transforming its brand around the world and it is particularly noticeable in the prominent markets such as U.S. To wrap up, it can said that fashion industry is brutally competitive and unforgivable place. One day someone's hot, other day they are not.While there may still be other brands on the wardrobe, it is definitely safe to say that Lacoste has successfully migrated through the sailboats from France to Bangladesh.

Reference:

Burkitt, L., 2013. Lacoste shoots its Wad online. Forbes
Dhall, A., 2012.Big band plans makeover. Lacoste's plan [Online]
http://global.lacoste.com/en/homepage