L IFE IS A BEAUTIFUL SPORT

CONTENTS PAGEOUR STORY

THE LACOSTE CROCODILESEASONAL CROCODILES

THE ORIGINAL POLOPOLO GUIDELINES

BRAND POSITIONINGPRODUCT DIVERSIFICATION

THE LACOSTE MANOUR STYLE CODES

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FOUNDER RENE LACOSTE

1993FRENCH HIGH END FASHION RETAILER

THE LACOSTE BRAND IS THE LEGACY OF THE TENNIS LEGEND RENE LACOSTE, A FRENCH

BUSINESSMAN BORN IN 1904. WITH HIS STRATEGIC TENNIS STRATEGY HE MANAGED TO WIN

THE FRENCH OPEN THREE TIMES, WIMBLEDON TWICE AND THE US OPEN TWICE, MAKING HIM THE MOST

SUCCESSFUL TENNIS PLAYER OF HIS DECADE.

IT WAS IN 1927 THAT RENE LACOSTE FIRST DEVELOPED AND LATER CREATED A BATCH OF

SHIRTS WHICH ALLOWED FREEDOM, ABSORBED PERSPIRATION AND OFFERED COMFORT EVEN IN THE

HEAT OF THE AMERICAN COURTS, WHICH TENNIS PLAYERS FREQUENTLY HAD TO ENDURE.

IT WAS THEN IN 1933 WHEN ANDRE GILLIER, OWNER OF ONE OF THE BIGGEST HOSIERY

FACTORIES IN TROYES, JOINED FORCES WITH LACOSTE, CREATING THE SPECTACULAR PIQUE KNIT SHIRT WHICH LED TO THE BIRTH OF LACOSTE. STILL,

OVER 80S YEARS LATER, LACOSTE REMAINS GLOBALLY A WELL-RESPECTED, TIMELESS, LIFESTYLE BRAND.

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1 9 2 1 D E B U T

L A C O S T E W I N S H I S F I R S T T O U R N A M E N T A G E D 1 7 A N D I S N O T E D B Y C O M P E T I T O R S A N D T H E

P R E S S F O R H I S P E R F E C T I O N I S T A P P R O A C H

1 9 2 6 T H E F I R S T C R O C O D I L E

L A C O S T E A S K S H I S F R I E N D R O B E R T G E O R G E T O D E S I G N A C R O C O D I L E W H I C H F I R S T A P P E A R E D E M B R O I D E R E D O N

T H E F R O N T O F H I S B L A Z E R

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1 9 3 3T H E F I R S T C A M PA I G N

L A C O S T E R E L E A S E S T H E V E R Y F I R S T C A M PA I G N F O R H I S P O L O S H I R T

1 9 5 1I N T R O D U C T I O N O F C O L O U R

L A C O S T E R E L E A S E S A C O L O U R R A N G E F O R H I S P E T I T P I Q U E P O L O , C O M B I N I N G A F U N E L E M E N T T O H I S

S O P H I S T I C AT E D S T Y L E

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1 9 5 8T H E L A C O S T E S H O E

L A C O S T E R E L E A S E S A L I G H T Y E T D U R A B L E T E N N I S S H O E T O M AT C H T H E F A M O U S P O L O

1 9 5 8T H E F I R S T F R A G R A N C E

L A C O S T E L A U N C H E S I T S F I R S T F R A G R A N C E , “ E A U D E S P O R T ”

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1 9 8 1T H E F I R S T B O U T I Q U E

T H E F I R S T L A C O S T E B O U T I Q U E O P E N S O N A V E N U E V I C T O R H U G O , PA R I S

1 9 9 6W E B S I T E L A U N C H

L A C O S T E L A U N C H E S O U R F I R S T W E B S I T E AT W W W. L A C O S T E . C O M

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2 0 0 2N E W L O G O

T H E F A M O U S C R O C O D I L E L O G O I S R E N E W E D T O K E E P W I T H T H E S L E E K , C O N T E M P O R A R Y L O O K

2 0 1 38 0 T H A N N I V E R S A R Y

L A C O S T E C E L E B R AT E S I T S 8 0 T H A N N I V E R S A R Y D E V E L O P I N G A L O G O T O M A R K T H I S H I S T O R I C M O M E N T

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THE LACOSTE CROCODILE BEGAN ORIGINALLY AS THE SKIN OF A

SUITCASE IN A STORE WINDOW. LACOSTE BECAME TRANSFIXED WITH THIS CASE, AND WAS PROMISED BY THE FRENCH DAVIS CUP TEAM CAPTAIN THAT HE

WOULD BUY LACOSTE THE SUITCASE IF HE WON AN UPCOMING MATCH. THIS

STORY EARNED HIM THE NICKNAME “ THE CROCODILE” IN THE PRESS, DESPITE NOT WINNING THE MATCH. IN 1933 LACOSTE DECIDED TO PUT THE LOGO ON SHORT

SLEEVED TENNIS SHIRTS WHICH EVENTUALLY LED HIM TO ESTABLISH

THIS GLOBAL ICONIC BRAND.

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CHRISTMAS

INTERNATIONAL WOMENS DAY

SPRING

SUMMER

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PANTONE 560 CBAYLOR GREEN

PANTONE 18 1783

PANTONE 4 C

THE LOGO FONTLACOSTE SANS

T H E O R I G I N A L P O L O

THE VERY FIRST LACOSTE COTTON POLO WAS CREATED IN 1933. LIGHTWEIGHT AND DURABLE THE NEW FABRIC, PETIT PIQUE, WAS INVENTED BY RENE LACOSTE ESPECIALLY FOR THE POLO

SHIRT, COMBINING BOTH ELEGANCE AND COMFORT.

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TIMELESSLIFESYTLE ELEGANCEADVENTURE

POLO GUIDEL INES

DEVANLAY CARE TAG INS IDE THE BOT TOM LEFT CORNER OF THE SHIRT

CROCODILE ON THE LEFT BREAST OF THE SHIRT, FACING OUTWARDS

PLACKET WITH 2 BUT TONS AND BUT TONS HAVE 2 HOLES

DESIGNED IN FRANCE AND MADE IN PERU BY DEVANLAY

FOR MEN, 100% COT TON

OPEN HEM AT THE BOT TOM OF THE SHIRT

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AT LACOSTE, ONE OF OUR MOST IMPORTANT JOBS IS TO ENSURE OUR BRAND NAME, IMAGE AND OVERALL STYLE REMAINS STRONG AND

PORTRAYS THE CORRECT MESSAGE TO OUR CONSUMERS. WE WORK HARD TO SHOWCASE THE FIT, COMFORT AND ABILTY OF OUR

PRODUCTS, BUT IN A SLEEK, SOPHISTICATED WAY.

WE OWN OUR ENTIRE BRAND NAME AND SPEND A VAST AMOUNT OF TIME CREATING NEW INNOVATIVE IDEAS FOR OUR

PRODUCTS. WE DO NOT MANUFACTURETHESE PRODUCTS HOWEVER, WE OUTSOURCE OUR PRODUCTION PART

TO A MANUFACTURER OR LICENSED COMPANY.

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TO STRENGTHEN THE INNOVATION AND COHERENCE OF OUR BRAND

AND DEVELOP CONNECTIVITY

WE PRIDE OURSELVES ON PRECISION, ELEGANCE AND SOPHISTICATION.

OUR LIGHTWEIGHT DURABLE FABRICS ENSURE A CLASSIC TIGHT FIT LOOK,

ENABLING OUR CUSTOMERS TO FEEL CHIC, ATHLETIC AND CONFIDENT.

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HERE AT LACOSTE, WE HAVE POSITIONED OURSELVES IN THE HIGHER QUALITY AND PRICE RANGE BRACKET, MOSTLY MARKETING TO MIDDLE CLASS CONSUMERS.

WE ARE ABLE TO DELIVER QUALITY PRODUCTS THAT ALLOW OUR CONSUMERS TO FEEL COMFORTABLE, ELEGANT AND ON TREND. WE BELIEVE THAT LIFE IS A BEAUTIFUL SPORT, A MESSAGE ESTABLISHED FROM OUR FOUNDER, RENE LACOSTE, WHO NEVER

CONSIDERED SPORT AS JUST A PHYSICAL PERFORMANCE BUT AS A PROOF OF TENACITY, ENGAGEMENT AND PANACHE.

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C O N S U M E R S E G M E N TAT I O N

LACOSTES CONSUMERS CAN BE SPLIT INTO 5 SEGMENTS

FASHION FORWARDBRAND CONSCIOUS

QUALITY CONSCIOUSINDIVIDUALISTIC

ACTIVE

FROM OUR REPOSITIONING IN THE MARKET, WE HAVE INTRODUCED A MORE FASHIONABLE COLLECTION, KEEPING IN CONJUNCTION WITH THE LATEST TRENDS,

AND GIVING OUR PRACTICAL GARMENTS A FASHIONABLE EDGE. THIS HAS THEREFORE ALLOWED US TO APPEAL TO CONSUMERS CONSCIOUS ABOUT THEIR

APPEARANCE ALONGSIDE THE LATEST FASHION TRENDS.

DUE TO LACOSTES GLOBAL RECOGNITION AND ITS ICONIC CROCODILE LOGO, WE HAVE MANAGED TO ESTABLISH BRAND LOYAL CONSUMERS. LACOSTES REPUTATION AS A

STYLISH ACTIVE LIFESTYLE BRAND MEANS WE CAN ALSO EXPECT A RELATIVELY STRONG DRIVE FROM THIS SEGMENT.

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THE QUALITY OF OUR LACOSTE PRODUCTS IS ALSO A KEY FUNCTION EXPECTED BY OUR CONSUMERS. THE CREATION OF PETIT PIQUE BY RENE LACOSTE ENABLES

US TO OFFER THE HIGHEST QUALITY PRODUCTS WHICH APPEALS TO OUR QUALITY CONSCIOUS CONSUMERS.

LACOSTE LIVE! IS OUR NEW COLLECTION WHICH EMPHASIZES ON OUR INDIVIDUALISTIC STYLE AND ALLOWS OUR CONSUMERS TO EXPRESS

THEMSELVES THROUGH DIFFERENT APPARELS. LACOSTE LIVE! IS ALSO AIMED AT A YOUNGER DEMOGRAPHIC, ALLOWING US TO APPEAL TO AN INDIVIDUALISTIC

CONSUMER AS WE FEEL THIS IS A CONSUMER SEGMENT WHICH WILL INCREASE.

BEING A SPORTING LIFESTYLE BRAND, LACOSTE CONSUMERS TEND TO BE ACTIVELY FIT OR ACTIVELY TAKING PART IN SPORTS. THROUGHOUT OUR MARKETING WE PROMOTE AN URBAN, ADVENTUROUS LIFESTYLE, AND WITH OUR PRODUCTS PRIMARILY CREATED FOR PLAYING TENNIS BY A

PROFESSIONAL, IT GIVES US A USP AND MAKES US POPULAR FOR PLAYERS OF TENNIS, GOLF AND OTHER SPORTS.

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FRAGRANCES ACCESSORIES EYEWEAR

P R O D U C T D I V E R S I F I C AT I O N

WRISTWEAR HOMEWEAR

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T H E L A C O S T E M A N

A D V E N T U R O U S

M I D D L E C L A S S

E D U C AT E D

B U S I N E S S O C C U PAT I O N

S O P H I S T I C AT E D38

WE COMMUNICATE WITH OUR CONSUMERS THROUGH VARIOUS DIFFERENT MEDIUMS. USING VISUAL MERCHANDISING AND

COLLABORATIONS WITH OTHER BRANDS WE ARE ABLE TO SHOWCASE OUR BRAND ESSENCE AND ICONIC PRODUCTS TO OUR CONSUMERS.

FROM OUR PASSION FOR SPORT TO OUR LOVE OF FASHION, HERE AT LACOSTE WE HAVE

UPDATED OUR COMMUNICATION METHODS IN ORDER TO KEEP IN SYNC WITH OUR CHIC,

EFFORTLESS STYLE. THE MAJORITY OF OUR CONSUMERS HAVE MOVED FROM THE COURTS

AND FIELDS TO MAKE THEIR CITIES THEIR PLAYGROUND AND #LIVEBEAUTIFULLY.

TO ESTABLISH A REAL CONNECTION WITH OUR CONSUMERS THE PLAYGROUND MAG WAS

CREATED ALLOWING US TO SHOWCASE OUR RUNWAY STYLES AND ICONS.

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E M O T I O N A L V A L U E S

F U N C T I O N A L V A L U E SI N C R E A S E D P E R F O R M A N C E

C L O S E F I TS L E E K D E S I G N S

L I G H T W E I G H T D U R A B L E F A B R I C

C L A S S I C C H I C

AT H L E T I CE L E G A N T

S O P H I S T I C AT E DC O N F I D E N T

A D V E N T U R O U S

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PERFOR

MANCE PERFOR

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LACOSTE STYLE CODES

PETIT PIQUECOLOUR BLOCK

PIPINGRIB-KNITPUNCH

THE MONOCHROMENET PATTERN

STRIPES

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KATIE HARRELLFMBR10002