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Lacoste continues to focus on premium positioning

By FashionUnited

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Though many international labels are planning to spread their

India presence by bringing in their vast range of styles, it has not deterred French lifestyle brand Lacoste. The company that has been present in India for nearly two decades will continue spreading its presence with a premium positioning without compromising on the price tags.

Unlike others, it has also not tied up with online shopping portals in India to keep its premium positioning intact since most of the e-commerce platforms offer discounted labels. It may soon launch its own website or only partner with those portals, who don’t operate as discount model.

The company is suffering a set back due to rupee depreciation. Though it sources 90 percent of its products locally, Lacoste relies upon import of Egyptian cotton to make yarns. And since yarn prices have witnessed a rise of almost 20 percent, it has put it in a dilemma over whether to pass on the rise to the customers.

In India, the brand is available across boutiques and multi-brand outlets and has plans to expand its reach to Tier II towns such as Pune, Chandigarh and Jaipur.
Lacoste