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RONAK SONI|134 - MICA

theStory

Lacoste is a french apparel company established in 1933 by, Rene Lacoste & Andre Gillier, headquartered in Troyes, France

Originally it was a tennis clothing brand but later it started selling high-end clothing, perfumes, footwear, watches, eyewear, leather goods. Its most famous

selling product is polo shirts

It has a worldwide presence in 115 countries. There are over 1300 Lacoste boutiques and over 2000 corners in department stores

A Swiss family-held group Maus Freres brought Lacoste in November 2012

Lacoste presented their first e-commerce site for the U.S. market, in June 2007

The company can be perceived by its green crocodile logo

brandPortfolio men&women

clothing shoes accessories leather goodspolos jackets & coats pullovers shirts t-shirts sweatshirts trousers skirts

trainers urban shoes boots & chukkas loafers boat shoes

fragrance (men&women) caps& hats scarves&gloves beanies watches sunglasses underwear socks home wear

bags small leather goods belts

brandPortfolio kids

boys girls new born

polos tops trousers shoes accessories

polos tops trousers & dresses shoes accessories

baby boy

baby girl

brandPyramidresonance

judgements feelings

performance imagery

salience

crocodile logo

tennis, golf, casual & sport stylerich heritage

superior quality & high performance products

higher price as it is a luxury brand

classic & fashionable design

reliable & durable products

product line designed for younger, kids and older demographics

highly credible and well-known french brand

highly popular brand

sophisticated

social approvalcomfortable and

conventionalelite

high brand loyalty, high repeat purchase

sense of community(represented by

followers)

a highly recognised and valued french brand that produces rich, durable and superior quality products in categories like clothing, shoes,

accessories & leather goods

salience

Lacoste is a very reputed, highly recognised and recalled brand this is because it produces high quality and superior goods across categories like clothing, shoes, accessories and leather goods

unique variety of Lacoste products like sports clothing, eau de Lacoste fragrance collection, the super hero polo and limited edition collection carries rich heritage and adds high value to its customers

crocodile logo and polo shirts are the elements for which Lacoste is highly known worldwide

imagery

people think of Lacoste as a rich and heritage brand with high-end stores

the crocodile logo is the first image on the minds of the customers when they think about the brand

the personality which people associate with the product and the brand is sporty and classy as the Lacoste catalogue has is designed in such way

the products being durable and rich give a heritage imagery and authentic experience

performance

Lacoste produces superior quality and high performance clothing, shoes, accessories and leather products. its polo shirts are very famous and of world class quality

the price range of Lacoste products is high as it is a luxury brand which provides high value and best experience to the users

all Lacoste products are classy, fashionable yet reliable and durable, creating a good mix and best buy for customers

feelings

Lacoste being a luxury brand give a feeling of being an elite on using its products

all the products across categories are sophisticated and gives a rich feeling

one gets social approval on using Lacoste products. they are considered to be a part of the community

using Lacoste products gives the feeling of comfort due to superior quality product produced with high quality standards

judgements

Lacoste’s product line designed for younger, kids and older demographics this give an opportunity to use the heritage brand products to all

the brand Lacoste and its products across categories are highly credible as its trustworthy due to the personality, and likability as it comes in different unique variety

People consider Lacoste because they can associate with its luxury products and their elements with is differentiated

resonance

all Lacoste Products have a high recall value and the users are loyal as they feel privileged using the products and due to the unique luxury offering and the rich brand name which Lacoste provides

there is high repeat purchase as user associate themselves with the brand and its products and they require the same comfort and luxury every time

there is a sense of community amongst Lacoste product users as they are represented by theie online presence and followers everywhere

brandExtensionLacoste Sports Club

Lacoste can open a sports club with the same name in different countries as the brand name is already associated with various sports

Lacoste can provide members with all the sports facilities like equipments, field (indoor & outdoor), coaching for different sports like tennis, football, golf..

the sports club would target elite people as the brand is a luxury one and the club will also be a luxury club, with luxury facilities and services

the club can earn revenues from membership fees, TV rights, team merchandising , sponsoring contracts. the club can also be listed in stock market over a period of time

brandExtensionLacoste Cosmetics

Lacoste can introduce luxury range of cosmetic product as it is already present in the perfume industry and also can leverage Lacoste brand strength

luxury Lacoste cosmetic products like make-up, skin care will be highly associated by the current Lacoste product users and the one who is aware of

the brand value

the target population would be the elite people who already uses high-end cosmetic products. Lacoste cosmetics can also be used in fashion shows worldwide

the luxury range of cosmetics will be sold in different countries in Special Lacoste boutiques, high-end cosmetic stores and large department stores

thank you

polos jackets

coats

pullovers

shirts

t-shirts

sweatshirts

trousers

skirts

trainers

urban shoes

boots

chukkas

loafers

boat shoesfragrance

caps& hats

scarves

hats

beanies

watches

sunglasses

socks

home wear

bags

leather goods belts

boots

socks

coats

polos