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 equalise wont try his product line so much. For instance, the polo enclothe give be distributed in a unique colour, the white. In 1951, Lacoste decided to launch iii new colours: sky-blue, navy and red. This renewing underlines the first go of the shuffling out of tennis courts, and expound of its diversifications strategy. And although the polo shirt and its curt crocodile re mained the ambassador product, Lacoste was surfing on several universes, including club, gamingswear and sport. Today, the distinguish comprises eight product families: habiliments (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. Actuall y, they represent the brand emancipation: 1936-1939: Progressive and selective development of high look 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: humanity 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 instauration and production of a watches line. 1995: Launching of the women collection. 2003: Launching of t he brand in leather goods. As an explanatio! n of this amplification strategy from the 50s, we kitty carry out two main reputes for the brand. The traditional cherish (the first white shirt as a brand emblem) followed by the innovation value (many products under a integrated brand) show us how the smart set wants to globalize... If you want to take hold of a full essay, order it on our website: BestEssayCheap.com

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