Lacoste Tries to Reposition Its Brand

Publication: The New York Times

Title: Advertising| Lacoste Recasts Itself in Its Own Prestige

Article by: Andrew Adam Newman


Clothing companies often make deals with athletes or celebrities to wear their brand of clothes at events.  Lacoste is putting a new spin on that idea.  While they do reportedly pay Andy Roderick to wear Lacoste during matches, they have also begun to dress noncelebrities who work at high end restaurants or hotels.  For instance, the waitstaff of Nobu in the Hamptons now wear the shirts with the little green crocodile.

Lacoste is trying to revive its brand that peaked in the preppy era of the 1980s.  Instead of a more mass marketing approach, they are subtly outfitting people who will be noticed by their target audience.

As Lacoste tries to reposition and reinvigorate its brand, they will attempt to make it less accessible than it was in the past– meaning, it will no longer be sold at bargain retailers such as Wal-Mart.  It will remain in department stores such as Macy’s but also push for a stronger presence in more premium department stores like Bloomingdale’s and Nordstrom.



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