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French "crocodile" To Adjust Positioning Grab The Youth Market

In the famous fashion photographer TerryRichardson the lens, a group of young men jumped up in the air? Lacoste hopes to jump in the position for the performance of mesh knitting method (which is its creation of the brand) of the breathe sense, and dynamic young fashion trend is to bring more sense.

HC Apparel Network  Young and old, who feared that would scare off customers Lacoste, is the young man into his new followers. With a new attitude in the streets, shops and major Fashion Week On, occupy more and more fashion pages, people quickly noticed that the this "crocodile" of the new changes.

Lacoste tender over the world began to taste the sweetness of fashion.

In the past many years, the brand from Paris, more like the Americans do the job: dull, formal, middle-class style, men's Polo shirt style monotonous, even more terrifying is the diehard fans who love it The average age of close to 40 years.

"About two years ago, we have the idea. Was the biggest point of departure is the feeling of many of the children of our old customers, those 15 to 25 year olds, who, although a fan of Lacoste, but not here find the right product, but will no doubt be a very long time in the future of our key growth point. "Lacoste China branch? Dream Field Clothing (Shanghai) Co., Ltd. Chief Executive Officer Yao Weixiong.

Continue to move closer to the young, closer to the fashion trend, now this was only with tennis and golf together, the hot topic a Polo shirt and old sports brand in France is gradually developing a versatile range of clothing? In many cases, it is more like a fashion brand.

Became clear up these first half of this year's RED! Series. The Vice-line brand Lacoste and the United States by the fourth-largest luxury clothing retailer JeffreyKalinsky jointly, it has a new Logo series is different from the traditional logo, the traditional crocodile logo in the Logo of "Lacoste" letters are at the top, and the new series in letters and crocodile logo with the line between adding a red exclamation point.

Personal tailoring its design criteria? Classic cotton Polo shirt and modified, more compact collar, is more narrow, with two Buttons The patch pocket, with asymmetric collision stripes around the lapel and trim. Whether shirt, tennis shorts, or 100% pure alpaca wool V-Neck Sweater And the cardigan are white, leaves green, mountain polio, navy blue, blue and lavender purple eclipse of fresh colors such a young age. Lacoste

This is the first Vice-line brand? For those who are highly sensitive to the trend of young people. From the adhesive into the old love new love does not love, it took nearly 10 years.

Vice-line for this design is still the surgeon to bring trendy Lacoste creative design director ChristopheLemaire, Cooperation Jeffrey partners in the display window to meet customer needs and provide recommendations.

Office from 2000 onwards, ChristopheLemaire Lacoste style with the simple opening of the Club Series, designed the new shop display, in France, the United States, Germany and Japan set up a minimalist concept store and brought into the Lacoste opening show in New York and Paris twice a year, the YSL and ChristianLacroix who have worked step by step design director at the Lacoste fashion lead the way.

Change at the beginning, I hope Lacoste hold traditional customers have had their worries to attract young consumers will bring low-end market, brand image, scare away those with larger wallets have become rich in French. Now look, they finally determined.

When Lacoste with a new attitude in the streets, shops and major fashion week, occupying more and more fashion layout, people quickly noticed that the article "crocodile" of the new changes. "International Herald Tribune", referring to the company when, even with the Popup (sudden) such words to express admiration.

Rapid growth of revenue is very visible and tangible things. In 2007, Lacoste 112 countries around the world has more than 1,000 stores and more than 2,000 high-end department stores, an average of two every second Lacoste products sold, pre-tax turnover of 1.557 billion euros every year since then also to maintain no less than 20% growth? this is its strategy in the implementation of the young fashion ten times before.

But in China, Lacoste also need to address more trouble.

Lacoste has been here with the Hong Kong crocodile (Crocodile) and the Singapore Crocodile (Cartelo) for the issue of trademark fighting over in court. Crocodile brought the brand, people used to ask about "left or right", many people difficult to distinguish the difference between the middle. Until 2006, Lacoste crocodile reconciliation with Hong Kong, which opened a new mark in the Mainland, Logo, Singapore crocodiles can still see in the market.

More importantly, Lacoste brand image in China is not emerging fashion brand over the same period as a concern. Either the left or right of the crocodile, people feel like Montagut, Pierre? Cardin popular of that era, it is difficult to interest young people today. To reverse the impression that the brand is not easy.

"All these years we have tried to take a positive approach to solve this problem, for example we have been sponsoring the Masters Cup, our street posters Advertisement And so on. "Lacoste Chief Executive Officer of China Yao Weixiong. Fashion category with a large number of close contacts and cooperation with the media, but also to bring good in the Mainland market Lacoste brand. Marketing Communications Manager Yong filter worry? Postscript Zhong Xuan Yi Liao prosperous and shoot members of invasion V industrialization bad Paradox?? Yan Hui Ye? core more than the fortunate Huan Postscript soy neon vulgar old and Gap wind down of Nie? threshold cochlear intestinal worm? international rush vinegar Court ü?? acoste. "

But it also faces a problem. Although Lacoste ready for the influx of young people well-designed, but the tide seems to prefer it instead of department stores, specialty stores, and Lacoste are in China and the department store counters are always linked.

Fortunately, by the new Vice-line brand, the new development plan is also more and more clear and direct sales stores. "February to May this year, 3 months, we opened in Shenzhen before and after the 5 outlets, including the renovation of a old store. These stores basically cover the important business district of Shenzhen, an area of both 200 and 300 square meters. "Yao Weixiong said. This is the Lacoste

opened direct sales stores next standard? The end of the core business district

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