Lacoste: Repositioning the brand image.

Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste, a tennis player, the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence, the brand won't extend his product line so much. For instance, the polo shirt will be distributed in a unique colour, the white. In 1951, Lacoste decided to launch three new colours: sky-blue, navy and red. This revolution underlines the first steps of the brand out of …

…Ralph Lauren, which has totally lost the control of its brand. The main remaining problem is the fight against counterfeit. But in our opinion it is not a major risk for the company to lose its traditional customers : those who are used to purchasing and wearing Lacoste products are almost all attracted by the quality of the product. As a result they are not interested in buying false products with bad quality and low price.