Fashion brand Lacoste refuses sports reputation
At the time when the most famous fashion brands are just beginning to develop a sports theme, Lacoste decided to change its sporty image. This is the plan fashion brand for the next season.
Despite the involvement of Lacoste Fashion Week in 2001, the brand is still associated by consumers with a crocodile and sportswear for tennis, polo and golf. But next season fashion house changes the vector: Lacoste wipe on high fashion.
Company president Jose Luis Duran shared his plans to transform the company into a brand Lacoste premium, he said: “You will not see any sports collection or Lacoste Live in our stores, with the exception of the biggest – one on the Champs Elysees. Our main goal is to Lacoste make a premium brand. “
Has already begun active rebilding brand stores all over the world. Also, the company began closing 40 of its stores, however, only for the purpose of opening new 60 points in France, USA, China and Russia.
You can not expect that this will end all the changes in the fashion house, because with the change of course can change the concept of advertising campaigns and brand Lacoste. Well, the 2015 show will determine whether changes to the brand Lacoste successful.