Deeply Read The Way Of Lacoste Brand Development

< p > by the end of 2012, the French sports brand Lacoste was held by the Swiss retail group Maus Fr Fr res SA. The group was the global authorized provider of Lacoste apparel, which originally owned 35% shares, and now acquired 30.3% of the shares from the founder family as the largest shareholder. The group also owns famous brands such as Gant and Aigle, and Manor department store.

The total value of the paction for < a href= "//www.sjfzxm.com/news/index_c.asp" > Lacoste < /a > is between 10 and 1 billion 250 million euros.

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< p > the new boss made a great change in management, and began to deepen the pformation of Lacoste brand.

The new CEO Jos Luis Duran, which was appointed at the beginning of 2013, joined Maus Lacoste Fr's Lacoste global apparel licensing authority two years ago. It was previously a CEO of Carrefour, a French comprehensive supermarket.

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< p > he said that the fundamentals of Lacoste were good, the average annual growth rate was 14% over the past three years, the global exposure and sales outlets were growing, and the women's wear line was improved.

In an in-depth interview with FashionMag.com recently, he revealed in detail the main steps and measures for the pformation of Lacoste brand: < /p >

< p > < strong > streamline the company structure < /strong > /p >

< p > integrate Lacoste brand business and global apparel licensing Devanlay two sets of organizational system.

The management team was reduced from 16 to 8, and 8 departments were allocated.

The new marketing and brand building department has been set up by Berta de Pablos Barbier, which has served Mars and Boucheron brands.

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< p > Product Development Department hired Laurent Israel who served Dior and Ralph Lauren.

Other executives are my old team at Devanlay.

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< p > < strong > unified brand image < /strong > /p >

< p > from February to September this year, the marketing and public relations departments cooperate to explore various possible brand solutions.

Discuss with Pentland, the manufacturer of shoes, and Procter & Gamble, a company that produces perfume.

And focus group research with local customers in the United States, China and France.

The purpose is to solve the problem of "Lacoste".

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< p > < strong > three main points: < /strong > < /p >.

< p > 1) strengthen the three major traditions of the brand: sports spirit, innovation and French fashion < /p >

< p > 2 emphasizes the three major value points of a brand: joy of life, authority and elegance. < /p >

< p > 3) focus on the high-end positioning of the brand, constantly looking for additional value: product, customer service, digitalization < /p >

< p > store window is the key customer contact point.

We have recently upgraded the display window of 16 important stores including Paris and London. By the end of 2014, 100 of the 1200 existing stores will be thoroughly renovated.

Although the scale is not large, the cost of the new window will be four to five times.

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< p > < strong > optimize sales outlets < /strong > /p >

By P, by the end of 2014, 40 of the 500 dealers in the world will be rescission, including 4, 5, 2, 3 in France and several in China and Japan - because they can not meet the requirements of Lacoste's new image.

Among them, Messi stores in the United States alone will close 25 of the 300 brand counters, some of which are large sales.

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< p > the decision to abolish the sales outlets is based mainly on location and store size.

In 2009, the average area of Lacoste stores was 80 square meters, and now it is close to 115 square meters.

Less than 50 square meters of stores can not convey the high-end image of the brand.

But it does not mean that all small shops will be closed, but also consider the efficiency of the stores and the ability to attract passengers.

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< p > < strong > update product plan < /strong > < /p >

< p > we do not want to dilute the brand image. We plan to reduce the existing product line by 15-20%, so that the display in the shop is not so crowded, and at the same time, we must make all products feel more high-end.

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< p > although sales have been rising, the amount of consumption per customer has not changed in the past five years, which is what we hope to break through.

At present, the shirts with a unit price of more than 100 euros account for 10% of our total sales. We hope that this proportion can reach 20%.

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< p > men's clothing accounted for 75% of the total sales, women's clothing accounted for 20%, and children's clothing accounted for 5%.

Men's clothing is still the focus. In recent years, we have raised the price range and can sell 300 euros coat.

However, because of these years of excessive energy in women's wear and children's wear, men's clothing has been ignored, this situation will be reversed.

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< p > < strong > brand authorization adjustment < /strong > < /p >

< p > there are currently eight authorized brands: Devanlay is responsible for < a href= "//www.sjfzxm.com/news/index_c.asp" > clothing < /a > leather goods, Pentland is responsible for shoes, P & G is responsible for perfume, and other watches, glasses, household goods and jewelry.

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"P > we have so far terminated the empowerment of jewellery because we realize that we are insignificant in this category.

At the same time, we have increased the brand licensing of men's underwear, and will be officially launched in the spring of 2015.

Authorized brands are quite important for Lacoste, and double-digit growth in 2012.

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< p > < strong > optimize marketing < /strong > /p >

< p > despite the economic downturn, we have increased the marketing budget in 2014.

But we have improved the marketing plan. In the past few years, our marketing power has been spread to fashion show, < a href= "//www.sjfzxm.com/news/index_c.asp" > men's wear > /a >, Live! Series and polo sweater products line. Now we have to concentrate on marketing activities at the company level to brand.

Next January's promotional activities will include a movie and huge internet marketing.

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< p > in sponsoring sports events, it will focus on key competitions such as the French Open and cut off other small competitions.

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< p > at present, online sales account for 3% of the total sales. At present, Lacoste has three websites, a sports station, a Live! Exclusive website and an online shop.

By April 2014, we will launch a unified flagship official website, where customers can find everything about Lacoste.

At the same time, we will strengthen investment in social media.

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< p > 2012, Lacoste sales amounted to 6 billion 400 million euros (according to the turnover of brand authorized dealers), of which wholesale accounted for 28% and retail sales accounted for 72%.

The United States accounted for 22%, France accounted for 10%, Asia accounted for 21%, Latin America accounted for 11%, and others from the Middle East and other European countries.

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