Lacoste: how the French clothing brand came to be
The French brand Lacoste is popular with customers of all ages and walks of life. Athletes, businesspeople, and students choose clothing with a recognisable logo in the form of a crocodile. The products are appreciated for their quality and variety.
The brand’s founder is René Lacoste, a former professional tennis player. Born in Paris, he left at the age of 15 to study in England. It was there that he discovered tennis and began to play seriously. René had no natural talent, but his determination and hard work helped him to succeed in prestigious tournaments. Thanks to one of these tournaments, the young man had the idea of starting a business.
Before the tournament, René and the team captain saw a suitcase in one of the shops. The crocodile skin accessory attracted their attention. The captain then made a bet with the young man. If René won the tournament, he would get the suitcase he liked. Unfortunately, he did not win, but journalists heard the story and began to call Lacoste a “crocodile”.
The beginning of business
At 25, health problems forced René to end his tennis career. Despite his lack of glory, the young man went down in sporting history. Lacoste was the first to play in a short-sleeved shirt. Before that, tennis players wore strict shirts and ties. René designed his outfit, and his friend Robert George sketched the famous crocodile.
After his career ended in 1933, George and Lacoste went into business together. Their products were unique at the time. No one had ever put a logo on the front of the fabric before them. The clothes were popular, but not everyone could afford them because of their high price. The business needed development, and René began to act:
1. The company launched a line of shirts with a floral print.
2. The collection was a great incentive to expand beyond the European market.
3. To expand, the businessmen travelled to the USA in 1952 to present the collection.
The partners devised a strategy to promote the brand in the country but did not produce the desired results. The turning point came when George Kennedy and President Eisenhower wore Lacoste shirts in public. From then on, the brand gained worldwide popularity, which continues to this day.
Modern history
In 1963, son René took over the management of the company. Under the leadership of Bernard Lacoste, the brand significantly expanded its product range. The company began producing perfumes, shoes and eyewear. In 1980, Lacoste shirts became the best-selling shirts on the American market. Unfortunately, the company then fell on hard times:
– sales declined significantly in the 1990s, with the French market particularly hard hit;
– the situation improved in the 2000s thanks to the collaboration with Christophe Lemaire;
– collaborations with famous tennis players also boosted sales;
– in 2012, Maus Frères Corporation acquired the company.
The new managers continued the brand’s development strategy, which bore fruit. Today, Lacoste is famous worldwide for its quality knitwear and fashion accessories.
