Lacoste, a French brand for global markets

Ulrike Mayrhofer (1) , Claire Roederer (2)

1 GRM - Groupe de Recherche en Management - EA 4711
2 Humanis - Hommes et management en société / Humans and management in society

Founded in 1933, the Lacoste brand has become a major player in the global fashion and sportswear industry. The company enjoys a strong reputation for its chic “French-style” clothing worldwide and the products (i.e. polos, shoes, leather goods, fragrances) are sold in 120 countries. How has this brand, which invented the polo shirt, managed to succeed on global markets? The company’s mission is to make Lacoste a unique brand of casual luxury embodying French elegance. This mission requires a high level of quality and professionalism in creation, style, manufacturing and retail. The ambition is to offer customers a unique experience regardless of the distribution network (physical or digital) anywhere in the world.

Mots clés: Brand; casual luxury; segmentation; targeting; positioning

Domaines: Gestion et management

Ulrike Mayrhofer, Claire Roederer. Lacoste, a French brand for global markets. Ilan Alon, Eugene Jaffe, Christiane Prange & Donata Vianelli. Global Marketing. Contemporary theory, practice and cases, Routledge, p. 337-340, 2021. ⟨halshs-03083446⟩