The crocodile accelerates on women and footwear and rethinks its distribution network.

In the past three years, the Lacoste brand has come back in force and accelerates on three levers: women - with a lot of details, work of matter, balance -, a new distribution strategy - back in hand with new concept-, and the desire to widen the target through lifestyle - beyond sport, art, music ... - to conquer the Genz.The brand was mainly known for its iconic polo shirt L1212 Colorblock.It operated via a distribution that required being redesigned.

Remake Créatif & Marketing.

The Lacoste style is now carried by the talented Louise Trotter.His first parade was a respectful tribute, a collection that draws on the values and heritage of the brand.The second and the following are an ode to tailoring, contrasts and modernity.From now on, women are a strong development axis for Lacoste.In addition, footwear is also a main development line of the brand, including an offer of Sneackers, shoes acclaimed by Millennials, which continues to grow.

Omnichannel reboot in a direct link to customer.

Lacoste has invested in the store universe by improving the customer experience, offering new services - exclusivity, free retouching, club Lacoste, delivery - to an ever more demanding customers.

This premiumization of the store experience was also generally felt thanks to the integration within the company of several distribution networks - Spain, South America - formerly autonomous.This made it possible to unify, whatever the country or the continent, the consumer experience.

The brand has also considerably modernized, its e -commerce approach - modernized merchant site, presence in marketplace in certain key countries - in order to cover a maximum of markets and customers.

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The new Genz target.

Lacoste has also been able to get closer to millennials: a more complex generation than it seems between the desire to protect the planet and inclusiveness and the desire to consume emblematic brands.

With "Save Our Species" (2018 and 2019), Lacoste made aware of the disappearance of biodiversity.It was also considerably invested in the renovation of sports fields or in support of street art with in particular the renovation of a tennis court in Clichy La Garenne in partnership with the association to respond by the marketing action to aspirations of aspirationsThis generation committed!

The brand also advances on its commitments, with "Sustainable Elegance" to give meaning to this generation, but not only, who wants to wear clothes and values at the same time!

The future of the Lacoste champion is serene: he is combined in the feminine, rejuvenated in a lifestyle version, without ever denying his heritage.The proof also on the courts with Novak Djokovic and the world number 2, Daniil Medvedev!

Alexis de Provisin is a consultant and author of the Book Retail Emotions.