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Lacoste India focuses on women’s range

By FashionUnited

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Under the new international creative director, Portuguese

fashion designer Felipe Oliveira Baptista, Lacoste India has shifted its focus on women’s collection this year. This comes as a part of brand’s global repositioning strategy. Baptista’s first solo collection, Spring/Summer 2012, has hit Indian boutiques. The changes in design and shift in the strategy has turned the sporty women’s apparel more chic and feminine.

Lacoste India, the Indian unit of the high-end French apparel company is a strategic alliance between Lacoste and the Delhi-based Turner Morrison group. From an Indian perspective, women make up 40 to 50 per cent of the walk-ins at any Lacoste store. Yet the contribution of women’s category to the brand’s overall sales in India is around 10 per cent. The reason being, sports inspired offerings for women have limited demand, unlike those for men who wear sportswear on many occasions. But the company has seen that women equally value quality and style, so Baptista has changed the logo positioning in some styles and even detached the logo from a few styles.

Lacoste has been in India since 1993 and from then the brand has evolved from a men’s Polo centric brand to a complete lifestyle brand. Playing a low profile, the brand has undergone changes in the Indian market context. Over the last five years, it has begun offering at larger format stores in key metros and has expanded their key boutiques in Mumbai, Chennai and Hyderabad and Pune. Lacoste follows a selective distribution policy, essential to maintain the exclusive positioning of the brand. The distribution strategy is led by a flagship or premium stores in key cities — Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Chandigarh and Pune. Delhi and Mumbai being the most important markets, the brand has deeper penetration here and intends to expand further.
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