Lacoste brand book pdf

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1. LIFE IS A BEAUTIFUL SPORT 2. CONTENTS PAGE OUR STORY THE LACOSTE CROCODILE SEASONAL CROCODILES THE ORIGINAL POLO POLO GUIDELINES BRAND POSITIONING PRODUCT DIVERSIFICATION THE LACOSTE MAN OUR STYLE CODES 2 16 20 27 37 4 17 22 33 45 2 3. FOUNDER RENE LACOSTE 1993 FRENCH HIGH END FASHION RETAILER 4. 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. 4 5. 1 9 2 1 D E B U TL 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 6. 1 9 2 6 T H E F I R S T C R O C O D I L EL 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 6 7. 1 9 3 3 T 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 8. 1 9 5 1 I 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 8 9. 1 9 5 8 T 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 FA M O U S P O L O 10. 1 9 5 8 T 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 10 11. 1 9 8 1 T 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 AV E N U E V I C T O R H U G O , PA R I S 12. 1 9 9 6 W 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 12 13. 2 0 0 2 N E W L O G O T H E FA 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 14. 2 0 1 3 8 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 14 15. 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. 16 16. CHRISTMAS INTERNATIONAL WOMENS DAY SPRING SUMMER 17. 18 18. PANTONE 560 C BAYLOR GREEN PANTONE 18 1783 PANTONE 4 C THE LOGO FONT LACOSTE SANS 19. 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. 20 20. TIMELESS LIFESYTLE ELEGANCE ADVENTURE 21. POLO GUIDELINES DEVANLAY CARE TAG INSIDE THE BOTTOM LEFT CORNER OF THE SHIRT CROCODILE ON THE LEFT BREAST OF THE SHIRT, FACING OUTWARDS PLACKET WITH 2 BUTTONS AND BUTTONS HAVE 2 HOLES DESIGNED IN FRANCE AND MADE IN PERU BY DEVANLAY FOR MEN, 100% COTTON OPEN HEM AT THE BOTTOM OF THE SHIRT 22 22. 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 MANUFACTURE THESE PRODUCTS HOWEVER, WE OUTSOURCE OUR PRODUCTION PART TO A MANUFACTURER OR LICENSED COMPANY. 14 24 23. TO STRENGTHEN THE INNOVATION AND COHERENCE OF OUR BRAND AND DEVELOP CONNECTIVITY 24. 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. 26 25. 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. 26. 28 27. C O N S U M E R S E G M E N TAT I O N 28. LACOSTES CONSUMERS CAN BE SPLIT INTO 5 SEGMENTS FASHION FORWARD BRAND CONSCIOUS QUALITY CONSCIOUS INDIVIDUALISTIC 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. 30 29. 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. 30. 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. 32 31. FRAGRANCES ACCESSORIES EYEWEAR P R O D U C T D I V E R S I F I C AT I O N 32. WRISTWEAR HOMEWEAR 34 33. 36 34. T H E L A C O S T E M A N 35. 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 D 38 36. 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. 37. 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. 40 38. E M O T I O N A L VA L U E S F U N C T I O N A L VA L U E S I 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 T S 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 FA B R I C C L A S S I C C H I C AT H L E T I C E L E G A N T S O P H I S T I C AT E D C O N F I D E N T A D V E N T U R O U S 39. 42 40. PERFOR 41. MANCE 44 42. LACOSTE STYLE CODES 43. PETIT PIQUE COLOUR BLOCK PIPING RIB-KNIT PUNCH THE MONOCHROME NET PATTERN STRIPES 46 44. KATIE HARRELL FMBR10002