Lacoste Marketing Strategy 2024: A Case Study

In this case study, we will explore Lacoste’s innovative marketing strategy in 2024 and analyze their latest branding and promotion tactics. Lacoste, a renowned fashion brand founded in 1933, has a rich history in the industry, with origins rooted in tennis. The brand is recognized for its high-quality craftsmanship, attention to detail, and timeless elegance in its products. However, Lacoste faces challenges such as lack of differentiation and brand relevance in a highly competitive fashion market.

Lacoste’s marketing strategy focuses on digital platforms and engaging with a younger demographic. By partnering with Maison MRKT, Lacoste has been able to enhance their online growth and advance their digital marketing strategy. One successful campaign was conducted during Black Friday-Cyber Monday on TikTok, targeting a youthful demographic. This campaign helped strengthen Lacoste’s brand presence and resonate with their primary target audience.

Utilizing social media platforms like Instagram and TikTok, Lacoste has effectively engaged with consumers and established a loyal community of brand advocates. The brand employs audience segmentation to refine its marketing strategies and primarily targets tennis and golf players, further solidifying its presence in the sportswear market.

A key element of Lacoste’s marketing approach is their pricing strategy. Lacoste ensures that its products remain accessible to a wider audience by offering varied pricing options. For example, the pricing for Lacoste men’s polo shirts ranges from £55 to £200, while women’s polo shirts range from £65 to £200. Prices for Lacoste jackets range from £135 to £450, ensuring there is a product for every budget.

Lacoste also leverages collaborations with tennis and golf professionals as well as celebrities to enhance brand visibility. The brand organizes fashion shows to engage with industry professionals and influencers, and even integrates its products into popular movies and TV shows for increased exposure.

A notable collaboration for Lacoste was the launch of the Théo Curin collection. This collection, designed by quadruple-amputee swimmer Théo Curin and creative director Louise Trotter, features special adaptability elements that make the clothing inclusive and suitable for all individuals, disabled or able-bodied. Inspired by Curin’s remarkable 122km swim across Lake Titicaca to raise awareness of environmental pollution, the collection showcases Lacoste’s commitment to inclusivity in sport.

The Théo Curin collection was made available for purchase on April 1, 2022, on and in Lacoste stores. This campaign was not just a celebrity endorsement, but an extensive collaboration that aligns with Lacoste’s values and mission.

Key Takeaways:

  • Lacoste’s marketing strategy focuses on digital platforms and engaging with a younger demographic.
  • The brand collaborates with Maison MRKT to enhance its online growth and advance its digital marketing strategy.
  • Lacoste successfully conducted a TikTok campaign targeting a youthful demographic during Black Friday-Cyber Monday.
  • The brand ensures accessibility by offering varied pricing options for its products.
  • Lacoste leverages collaborations with professionals and celebrities to enhance brand visibility and engage with consumers.

In the following sections of this case study, we will delve deeper into Lacoste’s marketing and PR strategy, its target audience, brand positioning, and explore opportunities and challenges the brand faces in the fashion industry.

The History of Lacoste

Lacoste, founded in 1933 by French tennis champion René Lacoste and his partner André Giller, has a storied history that spans almost 90 years. René Lacoste, known for his remarkable tennis career, won seven major single tournaments in the 1930s, including being part of the French team that won the Davis Cup in 1927 and 1928. Alongside his teammates Henri Cochet, Jean Borotra, and Jacques Brugnon, René Lacoste was famously dubbed “The Four Musketeers” for their extraordinary performances on the court.

The birth of the Lacoste brand can be traced back to a bet made by René Lacoste in 1923. Due to this wager, he acquired the nickname “The Crocodile” or “The Alligator,” leading to the iconic crocodile logo that would later be embroidered on his signature white blazer. After retiring from tennis, Lacoste and Giller founded the eponymous brand to introduce innovative tennis apparel that combined comfort and functionality.

The Lacoste product range soon expanded beyond tennis apparel, encompassing clothing, footwear, accessories, fragrances, and home goods. The brand’s breakthrough came with the introduction of the Lacoste polo shirt, named L.12.12, in the late 1930s. Inspired by polo players, this garment became a classic and marked the first instance of a logo displayed prominently on the chest. The Lacoste logo, featuring an intricate crocodile design, made its debut in 1933 and underwent several redesigns over the years, evolving toward a bolder and more simplified silhouette by 1984.

Throughout its history, Lacoste has remained at the forefront of innovation. René Lacoste himself invented and patented the metallic tennis racket in 1963, introducing anti-vibration systems on the strings and handle to enhance player performance. The brand has also embraced digital advancements, collaborating with SKINsoft to utilize their products for the management of collections indexing and corporate heritage. Lacoste implemented the SKIN-Web module to enhance media and copyright management, while a dedicated web portal facilitates internal consultation and sharing of collections among employees.

Key Highlights:

  • Lacoste logo design debuted in 1933, featuring an intricately detailed crocodile emblem.
  • The 1984 redesign introduced text below the crocodile, emphasizing modern simplicity.
  • Between 1984 and 2002, the logo remained relatively stable.
  • The 2002 redesign focused on refining the design for a more balanced crocodile emblem and prominent wordmark.
  • A monochrome version of the logo was introduced in 2002 for formal settings.
  • In 2011, the crocodile emblem was further reduced in size to prioritize brand name legibility.

Over the years, Lacoste has expanded its reach, becoming a staple in the fashion industry and venturing into new markets and product lines. By the 1950s, Lacoste had worldwide export success and had even entered the children’s apparel market. In 1953, David Crystal acquired 50% of the brand’s rights, leading to its marketing as Izod-Lacoste in America and further fueling its popularity. The pique polo/tennis shirt emerged as a bestseller, driving massive sales for Lacoste in the 1980s.

In the early 1990s, the separation between Izod and Lacoste occurred, enabling the brand to regain its elite status among consumers. Despite the passing of René Lacoste in 1996, Lacoste has continued to thrive. The brand has collaborated with renowned designers and ambassadors such as Novak Djokovic and Louise Trotter, expanding its product lines to include watches and maintaining its reputation as a timeless and ever-evolving brand in the world of fashion and retail.

Lacoste’s Target Audience

Lacoste, a renowned global fashion brand, strategically targets two key customer segments: athletic individuals and fashion-conscious individuals with high buying power. By catering to these distinct segments, Lacoste aims to maintain its competitive edge and expand its customer base.

Lacoste’s primary target audience comprises young people and adults aged between 20 and 30 years old. This demographic represents a key market segment for the brand, as they align with Lacoste’s sportswear heritage and modern style. By targeting this age range, Lacoste taps into the spending power and influence of young consumers who prioritize fashionable athletic apparel.

To effectively reach its target audience, Lacoste employs audience segmentation, tailoring its offerings to specific customer needs. The brand targets sports personalities and athletes who appreciate the performance-oriented features of Lacoste’s products, such as moisture-wicking fabrics and ergonomic designs. This segment includes both professional athletes who require high-performance gear and recreational players who value style and functionality.

In addition to athletic individuals, Lacoste also targets fashion-conscious individuals. These consumers appreciate the brand’s heritage, luxury craftsmanship, and iconic logo. Lacoste’s fashion-focused audience seeks apparel and accessories that make a statement and reflect their personal style. By offering a range of contemporary and trendy designs, the brand appeals to these individuals who value both fashion and functionality.

As Lacoste operates in over 120 countries worldwide, it has developed a strong global presence with a widespread network of stores and distribution channels. This enables the brand to effectively reach its target audience across various regions and markets.

Key Statistics
Number of Employees Over 10,000 globally
Number of Countries Operated Nearly 120 countries
Wholesale Points of Sales 10,600
Number of Online Outlets 11
Flagship Stores Paris, New York, Tokyo

By understanding its target audience, Lacoste can adapt to evolving consumer demands and preferences. Although the brand has faced challenges in terms of brand amnesia and declining relevance, particularly in certain markets like Singapore, Lacoste has the opportunity to revitalize its brand by exploring new markets and expanding its customer base.

In the fiercely competitive fashion industry, Lacoste must differentiate itself from both established players and emerging brands. By broadening its target market, Lacoste aims to capture the interest and loyalty of a wider range of customers, including the Quality Conscious, Fashion Forward, and Individualistic segments. This strategic approach enables Lacoste to position itself as a brand that combines athletic performance with high-end fashion, appealing to individuals who prioritize both style and functionality.

Furthermore, Lacoste’s pricing strategy targets the upper middle class and upper class of society, who are willing to pay a premium price for luxury items. This pricing approach aligns with Lacoste’s commitment to delivering high-quality, premium products that cater to individuals seeking a sense of exclusivity and status.

In terms of distribution, Lacoste operates its own stores in shopping centers and has established partnerships with well-known retail stores such as Halls and Nordstrom. This multi-channel distribution strategy allows Lacoste to reach its target audience through both physical retail spaces and online platforms, ensuring accessibility and convenience for customers.

Lacoste Marketing and PR Strategy

Lacoste employs a comprehensive marketing and PR strategy to elevate its brand presence and connect with its target audience. The brand leverages several key tactics, including sports sponsorships, celebrity endorsements, fashion shows, and entertainment media integration, to amplify its marketing efforts.

Sports Sponsorships

A core component of Lacoste’s marketing strategy is its strategic engagement in sports sponsorships. By associating its brand with renowned athletes and prestigious sports tournaments, Lacoste enhances its credibility and solidifies its position as a leader in sportswear.

One of the most notable sports sponsorships by Lacoste is its association with the French Open, a premier tennis tournament. This collaboration not only allows Lacoste to showcase its products to a global audience but also reinforces its brand heritage rooted in tennis, dating back to its founder and tennis legend René Lacoste.

Celebrity Endorsements

In addition to sports sponsorships, Lacoste strategically utilizes celebrity endorsements to enhance brand visibility and appeal. By partnering with influential figures from the worlds of fashion, sports, and entertainment, Lacoste establishes a strong connection with its target audience.

One such collaboration is with Novak Djokovic, a world-renowned tennis player and brand ambassador for Lacoste. This partnership showcases the brand’s alignment with excellence, athleticism, and style. By associating with Djokovic, Lacoste effectively reaches tennis enthusiasts and fans worldwide.

Fashion Shows

Lacoste understands the impact of fashion shows in generating excitement and buzz around its collections. The brand frequently organizes and participates in fashion shows to unveil its latest designs and captivate the fashion-conscious audience.

Through its fashion shows, Lacoste showcases its innovative designs, quality craftsmanship, and effortless elegance. These events offer a platform for the brand to attract attention, influence trends, and showcase its diverse range of products, including polo shirts, sportswear, and ready-to-wear collections.

Entertainment Media Integration

Lacoste recognizes the power of entertainment media integration in reaching a broader audience and creating brand associations. The brand strategically integrates its products into popular movies, TV shows, and music videos, allowing its iconic crocodile logo to be featured prominently.

By partnering with entertainment industry influencers, Lacoste enhances its brand desirability and cultivates a sense of aspiration among consumers. These collaborations allow Lacoste to extend its reach beyond traditional marketing channels and engage with consumers in a more immersive and nuanced way.

Marketing Strategies PR Strategies
Lacoste sports sponsorships Celebrity endorsements
Lacoste fashion shows Entertainment media integration

Lacoste Pricing Strategy

Lacoste’s pricing strategy is an integral component of the brand’s overall marketing and positioning strategy. As a premium brand, Lacoste strategically offers its products at higher price points compared to its competitors. This deliberate pricing approach aligns with Lacoste’s objective of reinforcing its image as a luxury brand while creating a sense of exclusivity among its target market.

By setting premium prices, Lacoste aims to maintain its brand’s perceived value in the market and uphold its reputation for delivering high-quality products. The pricing strategy contributes to the overall brand positioning and marketing objectives of Lacoste, emphasizing the brand’s commitment to excellence, craftsmanship, and style.

Lacoste operates in over 120 countries worldwide, including key markets such as China, India, and the United States. The brand’s target audience primarily consists of young people and adults aged between 20 and 30 years old who value quality clothing and accessories. Lacoste’s pricing strategy specifically targets the upper middle class and upper-class consumers who are willing to pay premium prices for luxury items.

To ensure accessibility and reach a wider audience, Lacoste employs a distribution strategy that encompasses a mix of its own large points of sale in shopping centers, partnerships with renowned stores like Halls and Nordstrom, and online sales through the brand’s website and prominent e-commerce platforms like Alibaba and Amazon.

Product Category Price Range
Men’s Polo Shirts £55 – £200
Jackets and Outerwear £135 – £450
Accessories Varies
Shoes Varies
Perfumes Varies
Sunglasses Varies

Lacoste’s product portfolio is diverse and expansive, catering to the fashion needs of men, women, and children. It includes a wide range of products, including polo shirts, jackets, accessories, shoes, perfumes, sunglasses, and more. Additionally, Lacoste offers specialized collections tailored for different demographics, such as the Novak Djokovic collection for tennis players and seasonal collections for specific clothing needs.

In conclusion, Lacoste’s pricing strategy plays a crucial role in maintaining its premium brand positioning. With its commitment to offering high-quality products and creating a sense of exclusivity, Lacoste successfully appeals to its target market of discerning consumers seeking luxury and style.

Lacoste’s Collaborative Partnership with Maison MRKT

In order to strengthen its digital marketing strategy, Lacoste formed a strategic partnership with Maison MRKT, a renowned digital marketing agency. This collaboration has enabled Lacoste to create impactful advertising campaigns and reach a wider audience through various digital channels.

One of the standout campaigns resulting from this partnership was the TikTok campaign during the Black Friday-Cyber Monday shopping period. Lacoste recognized the popularity of TikTok among young consumers and leveraged this platform to connect with their target audience. The campaign featured engaging content that showcased Lacoste’s latest collection, highlighting the brand’s iconic designs and capturing the attention of TikTok users.

The Maison MRKT collaboration allowed Lacoste to tap into the youthful energy and creativity of TikTok, aligning with their goal of reaching a younger demographic. Through authentic and relatable content, Lacoste successfully built brand awareness and drove sales during this critical shopping period.

Lacoste’s Collaborative Partnership with Maison MRKT
Increased brand visibility through TikTok
Engaged with younger consumers
Enhanced digital marketing strategy
Created impactful advertising campaigns

This collaboration between Lacoste and Maison MRKT exemplifies the brand’s commitment to staying at the forefront of digital marketing trends. By partnering with experts in the field, Lacoste ensures that its advertising campaigns are innovative, engaging, and resonate with its target audience.

The success of the partnership with Maison MRKT demonstrates Lacoste’s dedication to adapting its marketing strategy to the evolving digital landscape. This collaboration has not only boosted Lacoste’s online growth but also reinforced its position as a leader in the fashion industry.

Lacoste’s Digital Marketing Approach

Lacoste recognizes the immense power of digital marketing in today’s competitive fashion industry. With a strong emphasis on establishing a robust online presence, the brand effectively utilizes various digital platforms to engage with its target audience and maintain a strong brand image.

One of the key channels Lacoste leverages is social media, particularly Instagram and TikTok. The brand’s Instagram marketing strategy has been highly successful in promoting its products to a global audience. With over 6 million followers on Instagram, Lacoste has built a substantial social media following.

On Instagram, Lacoste strategically posts 5-6 times per week to maintain engagement with its audience. The brand creates visually appealing content, featuring its products in top-tier visuals that consistently receive thousands of likes and hundreds of comments.

The peak posting hours for Lacoste on Instagram are typically between 7-11 am PST, ensuring maximum visibility and reach. Additionally, Lacoste employs shoppable posts on Instagram, allowing users to directly purchase products through the platform, driving sales and increasing conversion rates.

Lacoste actively engages its followers on social media by sharing user-generated content. By featuring content created by its brand advocates, Lacoste promotes community building and brand loyalty. The brand also utilizes branded hashtags like #LacosteStyle and #LacosteLive to encourage user engagement and showcase the versatility of its products.

In addition to social media, Lacoste strategically engages in product placements and endorsements to increase brand visibility and reach. The brand features its products in high-profile events, sports competitions, and celebrity endorsements, aligning itself with sports and cultural events to enhance its brand visibility and appeal.

Through its digital marketing efforts, Lacoste successfully engages with its target audience, creating a sense of community and forging strong connections with its consumers. The brand’s digital presence not only drives sales but also enhances brand loyalty and advocacy.

Lacoste’s Digital Marketing Approach Key Points
Social Media Presence – Leverages platforms like Instagram and TikTok
– Over 6 million followers on Instagram
Instagram Strategy – Posts 5-6 times per week
– Features top-tier visuals that receive high engagement
Shoppable Posts – Drives sales directly through Instagram
– Increases conversion rates
User Engagement – Shares user-generated content
– Promotes community building and brand loyalty
Product Placements and Endorsements – Increases brand visibility and reach
– Aligns with high-profile events and celebrity endorsements

Lacoste’s Brand Positioning

Lacoste, founded in 1933 by tennis legend René Lacoste, has established itself as a global fashion brand known for its premium and stylish offerings. With a strategic focus on brand positioning, Lacoste has successfully positioned itself as a leader in the fashion industry.

One of the key elements of Lacoste’s brand positioning is its commitment to quality and craftsmanship. By strategically positioning its products in the premium price range, Lacoste appeals to customers who value exceptional quality and are willing to invest in premium clothing and accessories.

In addition to its focus on quality, Lacoste strategically engages in product placements and endorsements to increase brand visibility and reach. The brand has sponsored prestigious tennis tournaments, including the French Open, as well as golf and other sporting events, further solidifying its position as a leader in the sports-inspired fashion market.

To enhance its brand positioning and reach a wider audience, Lacoste frequently collaborates with renowned designers, artists, and brands to create limited edition collections. These collaborations not only attract attention but also reinforce Lacoste’s image as a fashionable and innovative brand.

Lacoste’s retail stores are designed to offer a premium and immersive shopping experience, further enhancing the brand’s positioning as a luxury fashion label. Through its multi-channel approach, including standalone boutiques, department store partnerships, e-commerce platforms, and authorized retailers worldwide, Lacoste ensures that its products are easily accessible to its target audience.

Furthermore, Lacoste leverages advertising campaigns, digital marketing, sponsorships, and collaborations to reach its target audience effectively. By utilizing a full-funnel approach and carefully crafting media placements, Lacoste aims to engage with consumers at different stages of the customer journey, driving purchase intent and increasing brand awareness.

Despite its strong brand positioning, Lacoste faces challenges in certain markets. For example, in Singapore, Lacoste’s brand awareness is relatively low, with only 20% of respondents mentioning that they have seen Lacoste advertisements. To overcome this, Lacoste may consider leveraging its successful Unconventional global campaign and repositioning its distribution channels to boutiques, allowing for better brand control and increased brand visibility in the market.

Lacoste’s Brand Positioning

Statistics Value
Net Revenue in Singapore S$2.8 million
Net Operating Profit in Singapore S$286,000
Brand Strength Value 66%
Brand Awareness in Singapore 20%
Brand Positioning on Brand Asset Valuator model Unfocused quadrant

By strategically focusing on brand positioning, Lacoste has established itself as a fashion industry leader, known for its premium products and stylish offerings. Through collaborations, product placements, and immersive retail experiences, Lacoste effectively communicates its commitment to quality and craftsmanship. To overcome challenges in certain markets, such as low brand awareness in Singapore, Lacoste can leverage its successful campaigns and reposition distribution channels for better brand control and increased visibility.

Lacoste’s North American Market Expansion

As part of their growth strategy, Lacoste recognized the importance of expanding their presence in the North American market. With their retail strategy aimed at shifting brand perception and capturing a younger audience, Lacoste sought to increase their retail presence from a limited number of department stores and boutiques to broader upscale department stores and specialty boutiques.

In recent years, Lacoste has been rethinking their overall strategy, aiming to refresh their image and regain the interest of their existing customer base. One notable initiative in their expansion efforts was the collaboration with Maison MRKT, an online growth and digital marketing specialist. This collaboration allowed Lacoste to leverage Maison MRKT’s expertise and tailor their strategy to the North American market.

One of the key outcomes of the Lacoste Maison MRKT collaboration was the successful launch of Lacoste on TikTok in the United States. The timing of the launch was strategic, coinciding with the Black Friday-Cyber Monday shopping period. By partnering with Maison MRKT, Lacoste was able to tap into TikTok’s massive user base and reach a new, youthful audience. This enabled them to expand their presence and strengthen their position in the North American market.

Adding to their digital marketing approach, Lacoste has also embraced storytelling on social media platforms rather than solely focusing on product promotion. Their emphasis on maintaining high standards in social media content has allowed Lacoste to stand out and engage with their target audience effectively.

Furthermore, Lacoste has strategically partnered with key global tennis tournaments like the French Open and the Miami Open, reinforcing their association with sports and heritage. This balanced approach, combining ties to sports and heritage with fresh collaborations and a strong digital communications strategy, has helped Lacoste maintain relevance and appeal in the ever-evolving luxury fashion market.

Through their continuous efforts to expand and revitalize their presence in North America, Lacoste has successfully captured the attention of young people and adults aged between 20 and 30. Their product offerings, including polo shirts, jackets, shoes, sunglasses, and more, cater to the preferences of this target audience.

Lacoste’s expansion into the North American market showcases their commitment to growth and adaptation. By implementing a premium pricing strategy aimed at the upper middle class and upper-class consumers, Lacoste positions itself as a high-end fashion label in the United States. Their extensive distribution network, spanning over 120 countries, further reinforces their global reach and market presence.

In conclusion, Lacoste’s collaboration with Maison MRKT, their successful TikTok campaign, and their expansion in the North American market have solidified their position as a leading luxury fashion brand. With a well-rounded marketing strategy that emphasizes product quality, pricing, distribution, and advertising, Lacoste continues to thrive and succeed in a highly competitive industry.

Lacoste’s Entry into Web3 with UNDW3

Lacoste, a renowned global brand, marked its entry into the world of Web3 with the groundbreaking UNDW3 project. This initiative not only represents Lacoste’s brand reinvention but also signifies its commitment to embracing emerging technologies and staying ahead in the modern sports culture.

The UNDW3 project by Lacoste exemplifies the brand’s dedication to innovation and its eagerness to adapt to the decentralized web. By leveraging the power of Web3, Lacoste aims to connect communities worldwide and bring together its passionate community members.

With the launch of the UNDW3 NFT collection, Lacoste presented an exclusive offering of 11,212 pieces, each featuring the captivating image of a crocodile breaking the waterline. Priced at ETH 0.08 (approximately €95) per NFT, these pieces quickly sold out within 24 hours, solidifying the project’s position among the top 20 NFT projects on OpenSea.

The UNDW3 project goes beyond the acquisition of NFTs. Buyers become a part of a thriving community with privileged access to Lacoste’s future Web3 initiatives. This extensive membership provides digital, physical, and experiential benefits, including exclusive co-designed products, offering a truly immersive experience within the Lacoste world.

As a leader in the fashion industry, Lacoste recognizes the importance of sustainability. However, it is crucial to note that the UNDW3 project, like any other blockchain project, consumes energy and may generate emissions. In fact, in just one week, the project transactions required 3,048 mWh of energy and produced 1,700 metric tons of CO2 emissions.

It is imperative for Lacoste and other blockchain-powered projects to continue exploring sustainable solutions to minimize their environmental impact. The brand remains committed to driving awareness and implementing practices that mitigate its carbon footprint.

Lacoste’s Chief Brand Officer emphasizes the significance of the UNDW3 project as a testament to Lacoste’s ambition to accompany the decentralization driven by Web3 and foster global connections within communities. With over 2 billion euros in revenue, a presence in 98 countries, and 1,100 monobrand stores, Lacoste’s foray into Web3 through the UNDW3 project represents a major milestone in the brand’s evolution.

Statistics UNDW3 Project Impact
Total NFT Collection 11,212 pieces
Total Sales in 24 Hours Sold out
Price per NFT ETH 0.08 (~€95)
Energy Consumption 3,048 mWh
CO2 Emissions 1,700 metric tons
Lacoste Revenue €2 billion
Presence 98 countries
Monobrand Stores 1,100


In conclusion, Lacoste’s innovative marketing approach and strategic evolution have played a crucial role in shaping its brand identity and market presence. By leveraging digital platforms and collaborations with Maison MRKT, Lacoste has demonstrated its commitment to staying relevant in the ever-changing fashion industry.

This dynamic marketing strategy has allowed Lacoste to engage with its target audience through social media and successfully tap into emerging markets such as TikTok. By embracing new technologies and expanding its online presence, Lacoste has been able to reach a wider customer base and maintain its position as a fashion leader.

While Lacoste’s brand evolution has been commendable, there are still areas for improvement. With a product portfolio that lacks focus and a need for increased visibility, Lacoste can further strengthen its brand by diversifying its offerings and enhancing its marketing presence outside of online platforms.

In summary, Lacoste’s marketing strategy in 2024 showcases the brand’s ability to adapt and innovate in an ever-evolving industry. By continuing to prioritize digital marketing, collaborations, and staying true to its iconic legacy, Lacoste can position itself for continued success in the future.


What is Lacoste’s history?

Lacoste was founded in 1933 by French tennis champion René Lacoste. The brand gained popularity for its innovative tennis apparel and iconic crocodile logo.

Who is Lacoste’s target audience?

Lacoste primarily targets tennis and golf players, with a focus on young and athletic individuals aged 19-30. They also extend their reach to a slightly younger demographic, ages 16-25.

What marketing and PR strategies does Lacoste employ?

Lacoste collaborates with sports professionals, leverages celebrity endorsements and fashion shows, and integrates their products into popular movies and TV shows to generate buzz and gain exposure.

How does Lacoste determine their pricing strategy?

Lacoste offers a diverse range of products with different price points, balancing high-quality and accessibility to a wider audience.

What is Lacoste’s partnership with Maison MRKT?

Lacoste collaborated with Maison MRKT, a digital marketing agency, to enhance their online growth and digital marketing strategy. This partnership has resulted in successful advertising campaigns, including a TikTok campaign during Black Friday-Cyber Monday.

How does Lacoste approach digital marketing?

Lacoste has a strong focus on digital marketing and has a significant social media presence on platforms like Instagram and TikTok. They engage with their audience and showcase their products in an authentic and interactive manner.

How has Lacoste positioned themselves in the fashion industry?

Through their advertising campaigns and marketing efforts, Lacoste has positioned themselves as a leader in the fashion industry, known for their premium and stylish offerings.

What market expansion strategies has Lacoste employed?

Lacoste collaborated with Maison MRKT to expand their presence in the North American market. This collaboration led to a successful launch on TikTok in the United States, targeting a youthful audience during the Black Friday-Cyber Monday shopping period.

How has Lacoste embraced Web3?

Lacoste made a bold entry into Web3 with the UNDW3 project, showcasing their commitment to innovation and modern sports culture.

What is the main focus of Lacoste’s marketing strategy in 2024?

Lacoste’s marketing strategy in 2024 has been characterized by innovation and a strong focus on digital platforms. They aim to stay relevant and engage with their target audience through digital marketing efforts and collaborations with Maison MRKT.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.