Lacoste: Repositioning the brand image.

Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste, a lawn lawn tennis player, the offshoot knit wear short sleeved apparel has appeared in 1933. During the 18 first years of existence, the orchestra pit wont try his product line so much. For instance, the polo enclothe allow for be distributed in a unique colour, the white. In 1951, Lacoste dogged to launch iii new colours: sky-blue, navy and red. This gyration underlines the first go of the deformity out of tennis courts, and exposit of its variegations strategy. And although the polo shirt and its curt crocodile re mained the ambassador product, Lacoste was surfing on several universes, including club, editionswear and sport. Today, the marque comprises eight product families: clothe (65% of turnover), perfumes, shoes, glasses, watches, belts, house clothes and bags. If we had to redo simply the whole diversification of the brand, we could give some headstone dates as following. Actually, th ey represent the brand emancipation: 1936-1939: Progressive and selective development of high gauge shirts (priority to quality aspect) 1946: Apparition of a colours line for the knitwear shirt in cotton. 1959: First collection for children. 1960: incoming of shorts and striped polo shirts. 1966: inception of a tracksuits line. 1968: founding of the first Lacoste perfume. 1981: Launching of the first sport bags. 1988: Launching of glasses.

1989: Creation of tennis shoes. 1993: Licence agreement for the belief and production of a watches line. 1995: Launching of the women collection. 2003: Launching of the brand in leather goods. As an explanation of this! amplification strategy from the 50s, we heap carry out two main reputes for the brand. The traditional look upon (the first white shirt as a brand emblem) followed by the innovation value (many products under a collective brand) show us how the smart set wants to globalize... If you want to string a full essay, order it on our website: BestEssayCheap.com

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