Origins

• 1927- René Lacoste designs and makes, for his own personal use, a batch of cotton shirts in a
comfortable aired mesh which perfectly absorbs perspiration, in order to better support the heat on
the American courts.
• 1933- René Lacoste founded La Chemise Lacoste in with André Gillier
• Lacoste produced shirts for tennis, golf and sailing
• 1951- the company began to expand and branched from "tennis white" to color shirts
• 1952- exports of shirt to the United States begins
• Advertised as "the status symbol of the competent sportsman" influencing the clothing choices
of the upper-class
• 1952-1993- Izod produced clothing known as Izod Lacoste under license for sale in the U.S.
• In November 2012 Lacoste was bought by Swiss family-held group Maus Frères
 Product Portfolio & Partners
• The LACOSTE company, owner of the brand, animates, controls and coordinates the different
licenses given to each partner:
• Devanlay: apparel and leather goods,
• Pentland: footwear,
• Procter & Gamble: fragrances,
• Marchon: eyewear,
• Movado: watches,
• Zucchi (& Uchino in Japan): home textiles,
• Collaert: belts,
• ModeLabs: mobile phones, and
• GL Bijoux Group: fashion Jewelry
 STP

All aspiring sportsmen and fashion

conscious with a high purchasing
power who prefer to flaunt a status
Segment symbol through their apparel.

All sportsmen and fashion conscious

people who want to look sporty, trendy
Target Group with an expensive brand name.

An Aspiring brand for achievement for

sportsmen and a classic look apparel
Positioning for lifestyle consumers.
 SWOT Analysis

Strengths Weaknesses

• The brand is present in over 120 countries and employs • The brand sales and image is
over 1000 employees. affected by fake imitations of the
• The brand has an iconic image and a very rich heritage products
in the fashion industry. • The brand has been involved in
• The brand is highly accessible. Even-though positioned environmental issues and has
in the niche segment, the brand has reasonable price been accused of “dirty laundry”
points compared to its competitions. blamed for using hormone-
• The brand has a very rich clientele in the sports affecting chemicals in their T-
fraternity shirts.
• The brand has an elaborated product line including
Bags, wallets, perfumes and shoes.
• The brand is socially responsible as it funds
organizations in Philippines to protect the extinction of
crocodile.
• The brand is very famous for its plain polo’s in multiple
colors
 SWOT Analysis

Threats
Opportunities
• Increasing competition from
• Demand for Lacoste’s products are
lifestyle brands like H&M, ZARA
Increasing in the Asia-Pacific region
and sportswear companies like
significantly.
adidas and Nike are increasing 
• The world wide demand of green-
Increasing number of counterfeit
clothing which is an opportunity for
products and market, Lacoste has
Lacoste to explore as the brand uses
become one of the most Imitated
natural cotton fiber for all its clothing.
brands.
• Demand for active sportswear in the
• The company has lost significant
Australasia Region.
market share to other brands
 Competitors

Ralph Lauren

Since 1967, Ralph Lauren has defined the Fred Perry prides itself on being the first
essence of American style while elevating it to British heritage brand to successfully blend
new heights of luxury. sportswear with streetwear to create some of
the most iconic styles of the last century. The
Striking a balance brand was born in the late 1940s, when former
between timeless and modern, Ralph Lauren Austrian footballer Tibby Wegner approached
creates collections that express a unique sense three times Wimbledon champion Fred Perry
of personal style inspired by the rich visual with an idea.
imagery around him: the rustic beauty of the Their initial venture was the very first
American West, the golden age of Hollywood sweatband, which was quickly adopted by
glamour, the sleek innovation of automotive tennis players across the courts of Britain. In
design or an authentic equestrian heritage. 1952, the pair launched what was to be Fred
Perry’s most famous garment: a slim fit cotton
pique shirt with Laurel Wreath embroidery.
 Competitors

POINTS OF PARITY

Product Offering
Lacoste, Ralph Lauren and Fred Perry compete in the same product category – casual clothing for men, women and
children. For the clothing lines, all three brands use cotton pique – medium weight cotton with a raised woven
design, and the resulting pattern maybe squares or other geometric shapes – as the main fabric.

Price Range
All of the three brands offer medium to high pricing points for their apparel lines. There is a slight price difference
between the three, with Lacoste being the cheapest and Ralph Lauren the more expensive option.

Distribution Channel
Based on a brief market survey, it can be concluded that all the three brands have similarly the same amount of
boutiques, retail corners and duty free outlets within Singapore – as an example Orchard, Takashimaya and Changi
Airport. The option to shop online is available for all the three brands.
 Competitors
POINTS OF DIFFERENCE

Brand Origin
Fred Perry originated from Britain – it is synonymous with underground fashion and a signature British style
although it was first created by a tennis player. Ralph Lauren originated from the States – it emphasizes on
redefining the classic American style and infusing it with luxury. Lacoste originated from France – the brand
highlights the importance of comfort, innovation and fashion for casual and sports clothing.

Brand Positioning
Ralph Lauren focuses on luxury, classic American style clothing – the brand is perceived as elegant, classic,
sophisticated and preppy. Fred Perry is perceived as the more rebellious luxury brand with a background that is
often associated with musical affinities. Lacoste, on the other hand, is highly associated with sports, especially
golf and tennis.

Store Layout
The store layouts for all the three brands are very distinctive, each following its own origin. Fred Perry offers an
edgy feel with dark coloured walls and wooden interior that highlight its product offering. Ralph Lauren, on the
other hand, highlights its famous focus on luxury classic American style by designing its stores with white
interior and the American flag on its wall. Lacoste newly revamped stores has an all-white interior with a great
emphasis on Lacoste and its heritage. Additionally, the interior design of the store gives visitors an impression
that the brand is young, vibrant and modern.
Lacoste India (Sports and Leisure Apparel Limited (SLA))
Brand Strategy

•In sync with world-wide positioning strategy: ‘Accessible Luxury’ or ‘Bridge to Luxury’

•Metros & Tier I and Tier II cities – expanding to places which suit the brand image

•Younger Indians - well-travelled and exposed to international brands

•Increasing focus on women customers – sailor neck tops, dresses with dropped armholes, softer fabrics like supple
petit pique, cotton silk, and cotton viscose

•Focus Shift to complete ensemble – Trousers, Denims, Sweaters, Jackets, Track suits, Sports fashion footwear, Bags
for men and women, Fragrances, Sunglasses, Belts and other accessories like Contemporary Jewellery, Swimsuits,
Caps, Socks and Mufflers
Exclusive brand, building on its strong heritage roots of sports,
innovation and elegance

•Premium look & feel of the brand is regarded as sacrosanct – Niche brand image is maintained
•Sporting celebrities who have an international appeal or have the elegant personality
•Exclusive positioning maintained – Selective Distribution Strategy
•Stores – malls, key high street markets & MBOs – giving customers an overall premium experience
•Online stores – maintains own ‘Lacoste Online Boutique’
•Online presence – connects with customers on social media, selective promotion
•Loyalty programme:
Points on purchase, brand related news and promotional offers
Club Lacoste – Classique, Chic, Elegant
•Increased focus - Boutiques at the Airports
 Pricing Policy in India
• Twenty years ago, when the brand entered the Indian market, this iconic Polo
shirt named L1212 quickly developed a cult following.

• Today it accounts for 30 per cent of the total apparel sales in India.

• Following polos, the shirt category accounts for about 12 per cent of the apparel
sales in India.

• Since men’s wear has been the genesis of the brand, its percentage contribution
is much greater within the sale figures.
 Pricing Policy in India
• Women’s wear is a growing category at Lacoste, evolving every year to provide more
diverse lifestyle offerings including bags, footwear, accessories and apparel.

• Kids is one segment that is growing at a very fast pace. The customers love to pick
garments for the next generation either for their own kids or for gifting.

• The price for women’s polo is higher than that of men’s.

• The fitted ones are generally more expensive than the classic ones .
 Pricing Policy in India
• Their lower range product range from 2500-5000

• Their middle range products range from 5000-1000

• Their higher range product range from 5000-25000

“In apparel our price points start at Rs 2,900 for women polo and Rs 3,650 for classic men polo.
Within the apparel category, the polos continue to be the best selling products,” shares Rajesh
Jain(Managing Director and Chief Executive Officer, Lacoste India)
 The big leap

•It all began when Lacoste had to create an integrated advertising campaign during New York Fashion Week
and the Sochi 2014 Winter Olympics, which the famous crocodile brand was involved in as official supplier of
the French Olympic team kit.
•The ‘The Big Leap’ advert was the heart of the ‘Life is a Beautiful Sport’ campaign which focused on the use
of visual effects to connect sports performances with daily life.
•A man is seen overcoming his fears to prove his love to the women before him. It is a dive into the
unknown from an imposing building, a dive into a new relationship that will earn him that first kiss. It is
a metaphorical leap where it is her response that closes the distance sand saves them both.
 #SpotTheCroc

•With a new Snapchat campaign, the casual wear brand asked its fans in the U.S., U.K., France and Germany
to find a crocodile hidden in a series of five 10-second Snapchat videos.
• A video was released every two weeks featuring someone playing tennis or golf, skateboarding or walking
a slackline.
•Users were encouraged to view the videos, take a screengrab of the exact frame on which the crocodile
appears, and send it back to Lacoste for a chance to get 20 percent off their next Lacoste purchase.
 The stores

To enhance the space, they

Vibrant red, white and blue blocks of stripped back the stores original The interacting window store
geometric colour coat the entire space shell, replacing the curved walls at 5th avenue
to pay homage to the nation’s athletes, with flat units and introduced an
with tracks and pitches decorating the array of new features and finishes
space that also picking out the colours of that included bespoke concrete
the French flag. -----PARIS wall fixtures and light timber
flooring.---UK
Marks Distribution
• Kriti Aggarwal - 10
• Hemant Sharma - 9
• Shrey - 9
• Vaibhav Agarwal - 8
• Fidelia - 8
• Dasthageer - 7
• Akanksha - 7
• Mohit - 7