What is Lacoste's Marketing Strategy? - Banner

What is Lacoste’s Marketing Strategy?

What is Lacoste’s marketing strategy? Lacoste’s marketing strategy is tailored with a meticulously crafted marketing mix. The brand’s business strategies are focused on price and product innovation, as well as quality.


In the United Arab Emirates, competition is fierce within the fashion industry as numerous clothing brands strive to position themselves at the top of the industry. But can Lacoste’s marketing strategy work for your business? Let’s explore Lacoste’s marketing strategies to determine if you can use them to your own advantage. 


What is the history of Lacoste?


Lacoste was established in 1933 by tennis player René Lacoste from France. But who is René Lacoste?


This French tennis legend is known for revolutionizing the everyday wardrobe by drawing inspiration from his beloved game, tennis, leading him to produce original designs, ranging from clothing to accessories.


René proudly wore Lacoste on the tennis courts, showcasing the brand’s emblematic crocodile logo. And by 1951, the company began expanding into new horizons, adding shirts and striped polos in various colors in new collections. Soon enough, Lacoste even crafted a collection specifically designed for boys.



Now, Lacoste is a luxury brand that carries a diverse line of products for men, women, and children, including polo shirts, T-shirts, footwear, sunglasses, bags, and many other items. Its logo is characterized by a green crocodile and has been the same since its inception. This is a crucial element that makes the brand recognizable across the globe. Lacoste is now a household name, just like Adidas or Nike.


 What is Lacoste’s target audience?BluCactus - What is Lacoste's Marketing Strategy?



Lacoste’s target audience consists of young people and adults aged between 20 and 30 years old, looking for quality clothing and accessories to convey a good image while prioritizing daily comfort.





Lacoste’s Marketing Strategy


Lacoste’s marketing strategy has enabled the company to achieve its goals in a competitive market. So, let us take a look at how your marketing mix can work across your product, pricing, advertising, and distribution strategies:


Product Strategy


It is essential to mention that Lacoste products are of high quality, so their audience is focused on the upper class of society. At first, the company was engaged in the production of tennis shirts. Later, its product portfolio was expanded to expand its marketing mix to include leather goods such as handbags and wallets, shoes, perfumes, sunglasses, and much more.


For men, the shirts available are polo shirts, although there are also jackets, sweatshirts, tracksuits, pants, casual and sports shoes. There are various jeans, t-shirts, polo shirts, shoes, sneakers, and sandals for women. Similarly, Lacoste has a wide variety of accessories including watches, caps, socks, fragrances, sunglasses, and belts.


However, that is not all. They have a specialized collection for children: tops, polo shirts, pants, sweatshirts, sweaters, and dresses. The company has produced the main sports collection for sports lovers, including shorts, tennis shirts, and bracelets.


Likewise, you can find an autumn-winter collection with ideal clothes for this season in different sizes. So that everyone can find what they need. Finally, collaborations with celebrities are also part of the brand. This is why Lacoste has a Novak Djokovic collection that includes shirts for tennis players.


Price Strategy


About the marketing strategy of the four P´s concerning its prices, we can say that it is aimed at the upper middle class and upper class of society. This type of customer has a great particularity: they have no problem paying a high price for luxury items. This is because wearing a signature item of clothing or accessory is a status symbol.


In this case, your pricing strategy within your marketing mix is ​​known as a premium pricing strategy.


Their price range may vary depending on the type of clothing and accessories that the customer decides to wear.


Distribution Strategy


Lacoste is known as an international brand, considering that it lives in more than 120 countries, including China, India, and the United States. Its first appearance in the US market occurred in 1952, and by the 1970s, it already had a customer base that demonstrated their loyalty to consolidate the brand’s position there.


The company’s distribution has been very organized, since it not only has its own large points of sale in shopping centers, but takes advantage of the large influx of people as well. However, its strategy goes much further because it has to ensure that people who have no problem paying for a premium product of the brand go to these shopping centers.


Its points of sale are well organized, considering that they actually convey the elegance that distinguishes the brand without neglecting its simplicity. Also, Lacoste makes its sales in popular stores such as Halls and Nordstrom.


Nowadays, brands take advantage of the use of the internet so their clothes and accessories can also be purchased directly on their website with the option of paying by card. Moreover, there is the possibility of returning the product within 15 days if the customer wishes. Additionally, the firm sells on e-commerce sites such as Alibaba and Amazon with some discounts for its customers.


What do you Think of Lacoste’s Marketing Strategy?


Ken Schreck BluCactus +1 469 206 5510Lacoste marketing strategy uses luxury brands to create their marketing strategy for a specific group where exclusivity prevails. Likewise, the objective is not only to create an exclusive shirt or footwear but also to make the consumer feel special.


If you have a luxury brand or want to start in this industry, at BluCactus United Arab Emirates, we can help you. We have the marketing specialists you need to create a strategy that allows you to position and adapt your brand to your target audience.


Do you need to adjust to a marketing mix strategy? Contact us right now to talk about your project.


To be updated with digital marketing topics, subscribe now to our weekly newsletter.


Quote your project to let us create your Fashion Design Project to increase your audience and sales today!

Get a Quote

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *