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Lacoste

Basic information

Country
France
Founded
1933

Overview

LACOSTE is a French sports fashion brand founded in 1933 by French tennis player René Lacoste and entrepreneur André Gillier. With its crocodile logo and polo shirts as its symbols, the brand offers a wide range of products, centered on apparel for men, women, and children, as well as footwear, leather goods, eyewear, and fragrances. The brand states its purpose as “Liberate movement and connect all cultures.”

Concept

Liberate movement and connect all cultures

Tagline

To each their own croc.

Sub-brands

  • LACOSTE SPORT 1933

    Within LACOSTE, Lacoste Sport is positioned as a line covering the technical segment intended for competition and training. Officially, it is also presented in categories such as tennis and golf through a dedicated “Sports Boutique” for SPORT. Centered on polo shirts and other items made with functional materials, including moisture-wicking and quick-drying fabrics, it complements the brand’s sporting origins in terms of performance and is differentiated from lifestyle-oriented lines such as L!VE.

    A technical line designed for competition

  • LACOSTE RED! 2009

    At LACOSTE’s Spring/Summer 2009 runway show, Red! debuted as a separate line for younger consumers. The following year, in 2010, it was replaced by the new line LACOSTE L!VE, which articulated the same concept more clearly. As the predecessor line that served “segmentation for younger consumers” before L!VE’s introduction, it is positioned as a derivative line continuous with L!VE.

    A youth-oriented line that preceded L!VE

  • LACOSTE L!VE 2010

    The 2009 line for younger consumers, “LACOSTE RED!”, was reorganized in 2010 into the more clearly defined range “LACOSTE L!VE,” with the number of styles expanded toward 2011. Aimed primarily at 18–25-year-olds, it was rolled out with dedicated campaigns and dedicated stores (concept stores). In contrast to the main line’s classic/sports heritage, it was positioned as a sub-line offering a more fashion- and lifestyle-oriented proposition.

    A derivative L!VE line for younger consumers