What is Lacoste’s Marketing Strategy?

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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 States, 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


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


Lacoste’s Product Strategy


It is crucical to note the fact that Lacoste products are of fine quality. Therefore, the brand’s focus is on the upper class of society.  Moreover, they have a vast product range, starting from their iconic tennis shirts recognized by the crocodile logo to leather goods such as handbags and wallets, shoes, perfumes, sunglasses, and much more.


Apart from their usual must-have collections, Lacoste often releases interesting collaborations, partnering with renowned entertainment platforms. A prime example of this is the Lacoste x Minecraft and Lacoste x Netflix collaborations.



Lacoste x Netflix


A powerful collaboration that blends the worlds of fashion and entertainment together, Lacoste x Netflix aims to connect cultures and audiences. This genderless collection showcases 8 different Netflix shows including Stranger Things, Lupin, Elite, The Witcher, Sex Education, Shadow and Bone, Money Heist, and a fan-favorite, Bridgerton. Moreover, the collection flaunts the distinguised crocodile logo in polos, caps, sweatshirts, and tracksuits, allowing you to transport into a Netflix universe. Netflix states, this is the new ”Netflix and Chill” uniform. Take a look at the video down below to see how powerful Lacoste’s product and marketing strategies are:


Apart from these interesting collaborations, Lacoste recently announced its brand new Lacoste SPORT golf collection, including  fine quality polo shirts, skirts, T-shirts, trousers, and shorts, aligning with Lacoste’s signature: Fashion Sport. Currently, Lacoste presents three different SPORT collections, including tennis, pickleball, and the tournament collections, all approved by champions. Take a look at Lacoste SPORT – Golf Collection down below.



Lacoste’s Pricing Strategy


As mentioned earlier, the brand targets the upper middle class and upper class of society. Their customer demographic possesses a distinctive characteristic: they are comfortable with paying a high price for luxury items. This is all because wearing a signature item of clothing or accessory is considered a status symbol.


Therefore, this aligns with a premium pricing strategy in the marketing mix. 


Lacoste price range varies depending on the type of clothing and accessory. However, their premium pricing enables them to maintain their status and pristine image.


Lacoste’s Distribution Strategy



Lacoste is an international brand with stores in more than 120 countries, including China, India, and the United States. The brand made its first appearance in the US market in 1952, and by the 1970s, it had already established a loyal customer base, solidifying its position.

The company’s distribution is highly organized, with its own stores in shopping centers. However, its strategy extends beyond this. The brand aims to ensure that individuals comfortable with paying for a premium product visit these shopping centers frequently.

Therefore, the points of sale are meticulously organized, reflecting the elegance that distinguishes the brand while maintaining simplicity. Additionally, Lacoste conducts sales in well-known stores such as Halls and Nordstrom.

Do you need an effective marketing strategy like Lacoste?


Ken Schreck BluCactus +1 469 206 5510
What do you think of Lacoste’s marketing strategy? 


If you have a luxury brand or aspire to enter this industry, we can help you. At BluCactus, we collaborate with marketing specialists to create effective marketing strategies, allowing you to tailor your brand specifically for your target audience.


Do you need marketing mix tailored to your brand? Contact us right now, let us help you succeed in this competitive market.


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