Once feared young change can frighten run to often consider the guest‘s Lacoste, turning the youth into his new epigone. Appear on week of street, shop and each big fashionable dress with brand-new attitude, when holding more and more fashionable dress space of a whole page, people arrived this very quickly alertly “ crocodilian “ new change.
Civil / CBN reporter Chen Rui
Lacoste begins savor to sweep across the whole world young the benefit of tender vogue.
In the past a lot of year, this brand that comes from Paris more resembling is American is in hold a knife: Depressing, medium the quadrature in compasses, medium produce the color of style, Polo unlined upper garment with drab male, more terrible is those those who love it is dead average age has been close to faithful vermicelli made from bean starch 40 years old.
“About two years ago, we had this idea. The greatest at that time jumping-off place, it is to feel very much to we often visit the guest‘s children, those 15 youths that arrive 25 years old, although they also are the lover of Lacoste, cannot find suitable product here however, but this can be our significant inside very long henceforth period of time point of growth undoubtedly. “ Lacoste China branch, dream cropland dress (Shanghai) Yao Weixiong of limited company CEO tells “ weekly of the first finance and economics “ .
Draw close to the youth ceaselessly, draw close to fashionable tide, this once is together with tennis and golf connection only now, the France that unlined upper garment of a Polo makes the world often moves brand, developing an all-round gradually model series dress, a lot of moment, it more resemble brand of a fashionable dress.
Those who let these bright becoming rise is the RED that rolls out first half of the year this year! Series. Brand of this deputy line by Lacoste and United States Jeffrey Kalinsky of shopkeeper of dress of the 4th big luxury is rolled out jointly, it has distinction at traditional series brand-new Logo marks, the crocodilian mark in traditional Logo is located in “ Lacoste “ abecedarian upper part, and the letter in new series and crocodilian mark are in together, both between added a gules exclamation mark.
The design criterion that close-fitting clipping is it, unlined upper garment of classical pure cotton Polo is accepted improved, more cabinet turndown, the narrower, patch pocket that contains two buttons, the around front of a garment of tie-in asymmetry and stripe hitting scene acts the role of an edge. No matter shorts of shirt, tennis or the V of 100% pure alpaca get sweater and cardigan, it is ash of pure white, tender Xie Lu, ridge, naval blue, eclipse grass of La Hexun garment is violet so young new shade.
Brand of the first this is Lacoste deputy line, face those sensitive to tide height youths. From stick together old lover is not put show love to the new sweetheart, it was used fast 10 years.
For this deputy line holds what the knife designs to remain the originality that brings fashionable breath to Lacoste to design chief inspector Christophe Lemaire, partner Jeffrey is in cater to customer demand and shopwindow to display a respect to offer a proposal.
Assume office from 2000 case, christophe Lemaire is Lacoste open up with contracted style Club series, designed brand-new shop to display, established in France, United States, Germany and Japan extremely inn of brief creed concept, still take Lacoste to new York and Paris to leave every year beautiful two, YSL of this Ceng Wei and the design chief inspector that Christian Lacroix has worked one pace ground brings Lacoste went up the road of fashionable dress.
At the beginning of changing, hope the Lacoste that defends traditional customer once had had worry, concern attracts young consumptive group to be able to bring low end the market impression of the brand, frighten run those age bigger, purse also more bosomy French. Look now, they fall at long last decided determination.
Appear on week of street, shop and each big fashionable dress with brand-new attitude when Lacoste, when holding more and more fashionable dress space of a whole page, people arrived this very quickly alertly “ crocodilian “ new change. “ international pioneer gazette “ when mentioning this company, used Popup(to appear suddenly even) such word sends expression to gasp in admiration.
The rapid growth that battalion restrains is to see the real thing that gets be being feelinged more. 2007, lacoste in the whole world 112 countries own 1000 many high end special inn and shop of 2000 many department stores, average per sec. has the product work off of 2 Lacoste, the turnover before duty achieves 1.557 billion euro, after this still maintains every year not under the growth of 20% , this is it is in carry out ten times before changing fashionable dress strategy younger.
But in Chinese inland, lacoste still needs to resolve more trouble.
Lacoste is here all the time for years as crocodilian as Hong Kong (Crocodile) and Singapore crocodile (Cartelo) is for the problem of trade mark right on the court conflict endlessly. Mention crocodilian this brand when, people is used to wanting to ask “ towards the left or right “ , a lot of people distinguish the distinction among this very hard. Till 2006, lacoste and Hong Kong crocodile reconcile, latter enables brand-new brand Logo inside, singapore crocodile still can see on market.
More important is, the trendy card that Lacoste appears in brand image of China or unlike the corresponding period is paid close attention to in that way. No matter towards the left or rightward are crocodilian, is letting person sense resemble dream spy charming, Peele? Ka Dan the popularity of that times, this lets present youth generate interest hard really. Want to turn round this brand impression, not be an easy thing.
“These year we also try to solve this problem with active method, for instance we sponsor Great Master cup all the time, our street placard advertisement. “ Yao Weixiong of Lacoste China CEO Ou tells “ weekly of the first finance and economics “ . And with a large number of vogue kind the intimate contact of media and collaboration, also bring good brand image in outback market for Lacoste. 劼 of He Yong of manager of department of market summon for trial says, “We can assure at least now a bit, consumer is on all fashionable magazines that have certain force the crocodilian figure that see, it is the Lacoste that comes from France. It is the Lacoste that comes from France..
But it still is facing a problem. Although Lacoste has gotten ready,be young wet person elaborate design, but current people prefers brand shop it seems that and not be general merchandise bazaar, and Lacoste is in China inland always is however contact together with the shop of general merchandise bazaar.
Lending this new deputy line the brand fortunately, new straight battalion store extends a plan even more clear also. “Arrived this year in Feburary in May, in the time of 3 months, we opened store of 5 straight battalion in Shenzhen around, include the face-lifting of an old store among them. These inn basically include the main trade group of Shenzhen, the area is in 200 control to 300 square metre. “ Yao Weixiong says.
This is the standard that Lacoste will open straight battalion store henceforth, in the sufficient, brand that periphery has had combines core trade group of high end, passenger flow. In city of home‘s principal a gleam of, lacoste calls in the representative takes straight run, in order to make better market figure.
Lacoste predicts inn of this kind of straight battalion will bring more apparent growth, “The statistical data May 2009 grew 30% compared to the same period. And before opening straight battalion store compared 2003, 5 times present outstanding achievement has been in those days. 5 times present outstanding achievement has been in those days..
2003 is Lacoste the turning point of inside market. This year, lacoste and agent are joint-stock limited company of dream cropland clothing established in Shanghai, also be Lacoste the branch in Chinese inland. This year, the shop that Lacoste cooperates all the year round in part of cancel of Beijing, Shanghai, begin to move toward street, open the brand shop that gives oneself. Does the Philip of CEO of its whole world hold the post of when? Laikesite once expressed to media, will be in Shanghai henceforth, meeting and the Paris more than 20 years ago are same, the centre of gravity that Lacoste works will change door inn to construction, in the shop that before resembling 10 years no longer, stays in the department store only for the most part in that way. “Right in that way of the brand establish without advantage. Although have sales figures, but that is a number merely. “ currently hold the post ofglobal CEO Michelle? Laikesite says.
Had more fashionable product and store, want to use moderner means to tell customer of course. Still bring fashionable wind in Christophe Lemaire at the beginning of, lacoste invites Wang Jiawei, with “ pattern time “ the languid lazy style in hold guide the global advertisement short of Lacoste, hope to borrow this to win on one hand literate the new customer of grade, also had shown to Asian market on the other hand.
Regard advertisement as the follow-up of short, 2009 “ start comes “ take ad forcedly farther aggrandizement the attitude that Lacoste has shown to the youth. In the camera lens of Terry Richardson of famous and fashionable cameraman, a flock of youth start come float is in sky, Lacoste hope behaves mesh knitting way with bouncing pose (this is its the brand founds this) breathe freely feeling, and red-blooded youth brings more fashionable wet flu.
As to newest deputy line RED! Series, it is bouncing likewise, but model people countenance is more exaggerative and vivid, “The angle that stretchs even the lip also passes special design, want to communicate a kind opposite advocate the feeling that green flavor has more for the brand. “ Yao Weixiong says.
Divide this beyond, lacoste still goes to prepared a tower above 2009 year of market activity budget of 30% , these charge use much at media to put in, VIP clique is right and itinerate of a few intercity shows an activity.
Look pretty good still as a whole. Although Christophe Lemaire does not have the position of shake Polo unlined upper garment, but he can have held the measure commutation between traditional product and young consumer interest well, think Lacoste at first the youth that can become him brand image to browbeat, turn into successfully new epigone. This ability is the consumptive group of the most influential now force.
If you have a flock of old clients, and your brand is as old as this group client grow rise, this is a favour of course. But if want to be bound together from beginning to end with them, will surely not have too good final result however. Fortunately Lacoste has gone from here.