LACOSTE Return To Tennis For New Development

Tennis players Federer, Murray and Djokovic put on them.

Under Armour, or even Uniqlo's Tennis uniform.

These sports and leisure brands have paid a lot of money to make themselves appear in the world's top tennis courts.

Until LACOSTE finally launched the "Winter Tennis" 2015 autumn and winter series.

The French brand, founded in 1933, seems to be trying to restore the dignity of the founder of the Polo shirt. The classic Polo style is widely used in this series. The English pattern of "Ren e diditfirst" is printed directly on the clothes, and it is emphasized that founder Ren Lacoste is the first person to make the Polo shirt.

The theme of this season is to pay tribute to the founder and return to tennis.

The fashion circle has praised the series.

Vogue, the US Edition, reported: "(LACOSTE) innovating in classic, traditional tennis skirt with a unique tailored coat. The opposite style is very interesting."

WWD also said: "women's wear V collar Polo shirt with casual wear and skirt, brand of sports and leisure wind can be fully displayed."

This year's innovation series may bring good economic benefits, though in the past few years, LACOSTE has decreased due to the increase in various kinds of storm sales.

In 2012, the LACOSTE family had internal struggles, and finally handed over the family business to the Swiss retail group MausFr resSA, which, to a certain extent, reduced the image of the brand.

On the other hand, because of its slower development than intergenerational replacement, LACOSTE's image of the "old school" has also been set up.

Data show that in the past five years, the classical style and the average amount of consumption per customer in LACOSTE shop have hardly changed.

This problem is particularly evident in the Chinese market.

Although LACOSTE launched the LACOSTEL! VE sub line specializing in the youth market in 2010, but for the domestic young consumers, compared to Zara, H&M, Uniqlo and other fashion fast fashion brands, LACOSTE's so-called "younger" Polo sweater and sportswear are still "dull".

Although LACOSTE is better than the other two.

No matter what aspects are more high-end and internationalized, Yao Weixiong, the chief executive of China's region, has said that "we have tried to solve this problem in a positive way these years. For example, we have been sponsoring the Masters Cup, our street poster ads and other high-end positioning", but the confusion between the three crocodiles still kept LACOSTE in a period of time without leaving a clear high-end brand positioning in China.

Until 2006, Hongkong crocodile agreed to replace Logo, and Singapore crocodiles were also rare in the market.

After eliminating the interference, LACOSTE will have to face up to the problem of "who is our consumer".

In 2013, LACOSTE took 8 months to explore the future of the brand. In the United States, China, and France, they and customers conducted a focus group research that finally decided a brand new orientation - more fashionable and more high-end.

Former CEOJos e LuisDuran said, "I want to build LACOSTE into high-end quality products."

Obviously, the L! VE series can not meet the requirement of being younger on the basis of sports wind.

Therefore, the 2015 latest series of tennis costumes is not so much a return to the field as an experiment of new positioning.

"Tennis is a more high-end sport. Choosing this sport actually has the opportunity to enhance brand value."

Zhang Qing, the founder of sports consulting firm, has commented on Uniqlo's tennis shirt.

Of course, LACOSTE is more than that.

It has brought the glory of Ren Lacoste when she first created this brand - LACOSTE has not felt this for a long time.