Lacoste
WIN WITH WOMEN. LACOSTE had once been a market leader in women’s sports/casual footwear but had lost their connection with the female consumer. We looked at the LACOSTE consumer. Who she was and who she is now, and concluded that we needed to attract a new, younger consumer for the brand.
Channeling LACOSTE’S French sporting heritage, we created a product strategy, that tapped into the growing sneaker market for women. We took inspiration from the brand’s unique tennis heritage to re-set the creative direction, producing themes, concepts, colour palettes and design direction, aligned to the brand’s apparel direction.
The Results
By the project’s end, 2 years later an entirely new direction had been set for the brand resulting in a younger consumer for the brand, new opportunities and substantial growth for Lacoste’s Women’s footwear, increasing sales by nearly 2 million pairs.
“Rachel and her team, provided critical insight into the strategic planning process, creating clear product strategies and really creative solutions aligned to both the DNA of Lacoste and to it’s target markets and consumer segments. She managed both the creative direction for the segment and the implementation of the vision into the existing in-house design teams.”
Richard Newcombe, CEO of Lacoste Chaussures
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