Lacoste Branding Project Paper

Topics: Department store, Neiman Marcus, Marketing Pages: 2 (620 words) Published: April 4, 2012
Rene Lacoste and Andre Gillier founded Lacoste in France in 1933. Lacoste is a French apparel company that sells high-end clothing along with footwear, perfume, leather goods, watches, eyewear, and tennis shirts. Just recently they have introduced a new home line consisting of sheeting and towels. They started out by producing the tennis shirt and then over the years it has evolved into a major brand. They operate a large number of boutiques worldwide and are located in popular department stores as well as independent venue stores. Lacoste is available in a number of high-end shops including Neiman Marcus, Bloomingdale’s, and Macy’s. Locations include a high number of places in the United States as well at United Kingdom and Australia. The most recognizable feature about this private label is the famous green crocodile logo. We both decided to interview both male and female because we wanted to get a full range of Lacoste target market. Most of the consumers said that they thought the brand would be a male but some actually said female. Another quality that was pretty consistent throughout the interviews was that the demographic for this brand is typically lower twenties to upper thirties. The consumer would be well educated and would have a high-income level. The occupations varied from graphic designer to an oil and gas contractor. All of the professions that are mentioned make a descent income each year. Other traits included being single without any children and playing golf and tennis on the weekends. The findings are consistent with the target market of the brand because they are targeting to young men and women who enjoy playing sports and that make a reasonable income. I believe that they are marketing their brand effectively because their consumers understand the target market. It sometimes gets confused because they also have women’s clothing but consumers usually think of a male when it comes to the brand’s personality. I think they can fix...
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