In 1933, René Lacoste tennis champion and Andre Gillier the polo creator got together and founded Lacoste, the iconic crocodile open mouth brand.
Adopted by a certain class consequence of the hight class people support on that time, L12.12 polo designed by Gillier and Lacoste, has long been representative of a smart casual distinguished style . Then came the perfumes and other fashion accessories, the first steel tennis rackets (invented by René Lacoste) and golf clubs in composite materials (also invented by René Lacoste).
Changement of image with Lacoste Unconventional chic
Tennis and golf are often associated with an high class rich population, the image of the brand was built around a target BCBG (“bon chic bon genre” french expression for “Posh”). But they didn’t count with the youth of the suburbs in the 90s, which by their behaviour change became the first popular actors of the famous “consume to exist.”
Neglected by marketers of the luxury industry, this segment appropriated the brand to show that not only the “high class” and “rich” were not the only ones having high purchasing power. Phenomenon the brand didn’t love, because since that time, they try to reposition the brand in the fashion world and the luxurious products.
Rejuvenate their image and conquer new brand followers, became the brand mission. In 2010 Lacoste decided to recrute Felipe Oliveira Baptista as a Artist Director.
Felipe Oliveira Baptista was born in 1975 on the Portuguese Atlantic archipelago of the Azores. He graduated from Kingston University in London, where he studied design and fashion design. Thereafter he worked for MAX MARA, CHRISTOPHE LEMAIRE and CERRUTI. In 2003, he founded his own label and now lives and works in Paris with his wife and two children. In 2005, he was invited to show in the official calendar of Couture for the first time. His collections have been sold in stores such as Colette and Galeries Lafayette in Paris and Podium in Moscow. He is a member of the Chambre Syndicale de la HAUTE COUTURE.
Avril 28 th, 2011 Lacoste re-opens their flagship store at 95 Champs Elysées in Paris to let discover their new temple dedicated to “Unconventional Chic” shopping.
The Lacoste makeover polo it’s displayed through a vast communication campaign under a new claim. The crocodile, chic and smart, becomes a symbol of luxury and lightness.
Not less than 50 million has been disbursed to implement this global campaign photographed by Mert Alas & Marcus Piggott in Paris
Lacoste intends to develop its woman collection and their new line of development called “Lacoste Live”, for an urban youth segment.
Two shops “Lacoste Live” exist in the world, Paris and New York.
Cuts adjusted, more modern colors, renew style with Lacoste collections.
Since then Lacoste has been revolutionizing the concept of chic fashion, supporting its collections with innovative products and impactful campaigns, but always linked to the DNA of the brand.
Be comfortable, be trendy, be Unconventional Chic 😉
alchemist4people 