Lacoste Brand Audit

1. AUDIT
RONAK SONI|134 - MICA

2. theStory
Lacoste is a french apparel company established in 1933 by, Rene Lacoste & Andre
Gillier, headquartered in Troyes, France
Originally it was a tennis clothing brand but later it started selling high-end
clothing, perfumes, footwear, watches, eyewear, leather goods. Its most famous
selling product is polo shirts
It has a worldwide presence in 115 countries. There are over 1300 Lacoste boutiques
and over 2000 corners in department stores
A Swiss family-held group Maus Freres brought Lacoste in November 2012
Lacoste presented their first e-commerce site for the U.S. market, in June 2007
The company can be perceived by its green crocodile logo

3. brandPortfolio
men&women
clothing shoes accessories leather goods
polos
jackets &
coats
pullovers
shirts
t-shirts
sweatshirts
trousers
skirts
trainers
urban shoes
boots &
chukkas
loafers
boat shoes
fragrance
(men&women)
caps& hats
scarves&gloves
beanies
watches
sunglasses
underwear
socks
home wear
bags
small leather
goods
belts

4. brandPortfolio
kids
boys girls new born
polos
tops
trousers
shoes
accessories
polos
tops
trousers &
dresses
shoes
accessories
baby boy
baby girl

5. brandPyramidresonance
judgements feelings
performance imagery
salience
crocodile logo
tennis, golf, casual &
sport style
rich heritage
superior quality & high
performance products
higher price as it is a
luxury brand
classic & fashionable design
reliable & durable products
product line
designed for
younger, kids
and older
demographics
highly credible
and well-known
french brand
highly popular brand
sophisticated
social approval
comfortable and
conventional
elite
high brand
loyalty, high
repeat purchase
sense of community
(represented by
followers)
a highly recognised and valued french brand that produces rich, durable
and superior quality products in categories like clothing, shoes,
accessories & leather goods

6. salience
Lacoste is a very reputed, highly recognised and
recalled brand this is because it produces high quality
and superior goods across categories like clothing,
shoes, accessories and leather goods
unique variety of Lacoste products like sports
clothing, eau de Lacoste fragrance collection, the
super hero polo and limited edition collection carries
rich heritage and adds high value to its customers
crocodile logo and polo shirts are the elements for
which Lacoste is highly known worldwide
imagery
people think of Lacoste as a rich and heritage brand
with high-end stores
the crocodile logo is the first image on the minds of
the customers when they think about the brand
the personality which people associate with the
product and the brand is sporty and classy as the
Lacoste catalogue has is designed in such way
the products being durable and rich give a heritage
imagery and authentic experience

7. performance
Lacoste produces superior quality and high
performance clothing, shoes, accessories and
leather products. its polo shirts are very famous
and of world class quality
the price range of Lacoste products is high as
it is a luxury brand which provides high value
and best experience to the users
all Lacoste products are classy, fashionable
yet reliable and durable, creating a good mix and
best buy for customers
feelings
Lacoste being a luxury brand give a feeling of being an elite
on using its products
all the products across categories are sophisticated and
gives a rich feeling
one gets social approval on using Lacoste products. they
are considered to be a part of the community
using Lacoste products gives the feeling of comfort due to
superior quality product produced with high quality standards

8. judgements
Lacoste’s product line designed for younger, kids
and older demographics this give an opportunity to
use the heritage brand products to all
the brand Lacoste and its products across
categories are highly credible as its trustworthy due
to the personality, and likability as it comes in
different unique variety
People consider Lacoste because they can
associate with its luxury products and their elements
with is differentiated
resonance
all Lacoste Products have a high recall value and the
users are loyal as they feel privileged using the products
and due to the unique luxury offering and the rich brand
name which Lacoste provides
there is high repeat purchase as user associate
themselves with the brand and its products and they
require the same comfort and luxury every time
there is a sense of community amongst Lacoste product
users as they are represented by theie online presence
and followers everywhere

9. brandExtension
Lacoste Sports Club
Lacoste can open a sports club with the same name in different countries as the brand
name is already associated with various sports
Lacoste can provide members with all the sports facilities like equipments, field
(indoor & outdoor), coaching for different sports like tennis, football, golf..
the sports club would target elite people as the brand is a luxury one and the club will
also be a luxury club, with luxury facilities and services
the club can earn revenues from membership fees, TV rights, team merchandising ,
sponsoring contracts. the club can also be listed in stock market over a period of time

10. brandExtension
Lacoste Cosmetics
Lacoste can introduce luxury range of cosmetic product as it is already present in the
perfume industry and also can leverage Lacoste brand strength
luxury Lacoste cosmetic products like make-up, skin care will be highly
associated by the current Lacoste product users and the one who is aware of
the brand value
the target population would be the elite people who already uses high-end cosmetic
products. Lacoste cosmetics can also be used in fashion shows worldwide
the luxury range of cosmetics will be sold in different countries in Special Lacoste
boutiques, high-end cosmetic stores and large department stores

11. thank you
polosjackets
coats
pullovers
shirts
t-shirts
sweatshirts
trousers
skirts
trainers
urban shoes
boots
chukkas
loafers
boat shoes
fragrance
caps& hats
scarves
hats
beanies
watches
sunglasses
socks
home wear
bags
leather goods belts
boots
socks
coats
polos