Brand Salience
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'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
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'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
We all know Lacoste is a renowned and famous brand all over the world but it should emphasize on how to sustain its brand image in long run with other competitive brands.
ReplyDeleteLactose need to create a long lasting effect about their brand in the mind of the consumer to remain a sustainable brand.
ReplyDeleteYes, they have been able to establish them as a renowned brand in the market. but in the long run it might be a bit tough for them to compete in the market if they don't come up with variety in their product as their competitors coming up with.
ReplyDeleteAs the brand is expanding through out the world pretty quickly they will have to associate their brand properly by designing campaigns accordingly in each different market and also customizing their products to some extent in order to sustain.
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ReplyDeleteThey became a renowned brand in the world wide market and that is true. But if they do not bring their product according to their market it will be difficult for them to stay in the market.
ReplyDeleteIf they continuously improve their technology & innovation they can be famous brand
ReplyDeleteI think lacoste has a strong brand positioning in the market because of it's country of origin.I think they can come up with some heredity based campaigns to make their brand image more strong in Bangladeshi market.
ReplyDeleteUndoubtedly Lacoste is a very good brand. But comparing to its competitors Ralph Lauren and Tommy Hilfiger, I guess Lacoste are mising the catch that they need to come up with more contemporary style and designs which their competitors are doing.
ReplyDeleteLacoste should come up with new interesting promotional campaigns so that they can create a good positioning in customer's mind.
ReplyDeleteI always confused Lacoste with crocodile. But from now on, I know lacsote is more like the clothing line for youth. Thanks to this blog!
ReplyDeleteCreating POD can be helpful for them to sustain in the long run as a strong brand.
ReplyDeletelacoste in going the right way by investing in R&D departmnet
ReplyDeleteWell nowadays people are less into luxury and more into comfort and lacoste promoting such campaign where they deviating from luxury is a smart move.
ReplyDeletereally a stylish brand..well explained..
ReplyDeleteLacoste is doing a great job and has already created strong association with their target consumers and this will help them to sustain in the market for a longer period
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