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2. Introduction Lacoste is a highend apparel company founded in 1933 that sells highendclothing, footwear, perfume, leather goods, watches, eyewear, and most famously tennis shirts. In recent years, Lacoste has introduced a home line of sheeting and towels.

3. Company Profile

4. History After he retired from tennis, René Lacoste founded La Chemise Lacoste in 1933 with André Gillier, the owner and President of the largest French knitwear manufacturing firm at the time. They began to produce the revolutionary tennis shirt Lacoste had designed and worn on the tennis courts with the crocodile logo embroidered on the chest.

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7. Marketing Strategy The tennis man Rene Lacoste decided to change its marketing strategy. The brand was on the verge to become old fashioned. It had to evolve in order to stay a leading brand name. The changes are successful: the turnover 2004 has exceeded one billion Euros, which is the first time in its history. Here are the different explanations of this success.

8. Price The goal of this price policy is first to rebuild the blazon of the brand. The price of clothing is also in Clear & Logical with its quality.

11. Products of lacoste Men WomenChildren Clothing Clothing Clothing Parfums Parfums Lathergoods Lathergoods Lathergoods Belts Eyewear Eyewear Footwear Watches Watches Home Accessories Home Accessories Belts Belts Footwear Fashion Jewelry Footwear

12. Products For Men

13. Products For Women

14. Products For Children

15. Famous Product Lacoste’s classic polo shirt was an innovation for both the sports and fashion worlds. Today it continues to be more than just a best seller. Since 2003 over a staggering 68.8 million Lacoste polo shirts have been sold.

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17. Social Activites of Lacoste Lacoste, the French sportswear brand known worldwide for its reptilian emblem, is making good its vow to save the species to which it owes its global renown by supporting a local foundation committed to save the Philippine crocodile from extinction.

18. Conclusion Lacoste's strategy has been quite comprehensive and will probably enable the company to keep having its traditional image, which is almost all luxury, elegance, sportive spirit, authenticity, and product quality.

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