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Lacoste branding essay

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Rene Lacoste and Andre Gillier founded Lacoste in France in 1933. Lacoste is a French apparel company that sells high-end clothing along with footwear, perfume, leather goods, watches, eyewear, and tennis shirts. Just recently they have introduced a new home line consisting of sheeting and towels. They started out by producing the tennis shirt and then over the years it has evolved into a major brand. They operate a large number of boutiques worldwide and are located in popular department stores as well as independent venue stores. Lacoste is available in a number of high-end shops including Neiman Marcus, Bloomingdale’s, and Macy’s.

Locations include a high number of places in the United States as well at United Kingdom and Australia. The most recognizable feature about this private label is the famous green crocodile logo. We both decided to interview both male and female because we wanted to get a full range of Lacoste target market. Most of the consumers said that they thought the brand would be a male but some actually said female. Another quality that was pretty consistent throughout the interviews was that the demographic for this brand is typically lower twenties to upper thirties.

The consumer would be well educated and would have a high-income level. The occupations varied from graphic designer to an oil and gas contractor. All of the professions that are mentioned make a descent income each year. Other traits included being single without any children and playing golf and tennis on the weekends. The findings are consistent with the target market of the brand because they are targeting to young men and women who enjoy playing sports and that make a reasonable income. I believe that they are marketing their brand effectively because their consumers understand the target market.

It sometimes gets confused because they also have women’s clothing but consumers usually think of a male when it comes to the brand’s personality. I think they can fix that problem by focusing on their target market through effective marketing and establishing a strong message to convey to their consumers. Lacoste’s advertising is directed toward two key age groups of 18 to 24 and 25 to 44. They are targeting consumers with an interest in fashion that keep up with the latest trends and do not mind spending the extra money. The gender includes both male and female.

One of the newest and most successful ways that Lacoste has marketed to their customers is using Facebook. A team in Germany has launched a campaign for the brand through Facebook. This is their third campaign and this gave them the opportunity to learn from their mistakes from the previous two campaigns. “ With? its international presence and huge number of users, Facebook offers enormous potential to communicate directly to the clients,” explains Loic Lasne, E-Marketing Manager for Lacoste at Devanlay SA. They have stated that they have been very successful with this type of social network marketing.

It is a way for the brand to reach a large number of demographic without spending too much money. They have already said that this form of marketing has increased their sales significantly. Other forms of marketing Lacoste is using is catalogs and commercials. By having association with major department stores they get a chance to be apart of their success and people who look at a Neiman Marcus catalog will come across this brand and have a positive association because they already have good feeling about the department store. Ralph Lauren Polo brand and Vineyard Vines are two of Lacoste competitors.

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