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Lacoste

History
The true story of the "Crocodile" begins in 1927. Ren LACOSTE liked to recount how his nickname became an emblem recognized throughout the world. "I was nicknamed "the Alligator" by the American press, after I made a bet with the Captain of the French Davis Cup Team concerning a suitcase made from alligator skin. He promised to buy it for me if I won a very important match for our team. The public must have been fond of this nickname which conveyed the tenacity I displayed on the tennis courts, never letting go of my prey!" "So my friend Robert GEORGE drew a 'crocodile' which I then had embroidered on the blazer I wore on the courts.

History cont.
In 1933, Ren LACOSTE and Andr GILLIER, the owner and President of the largest French knitwear manufacturing firm of that time, set up a company to manufacture the logo-embroidered shirt. The champion had designed this for his own use on the tennis court, as well as a number of other shirts for tennis, golf and sailing - as can be seen in the first catalogue, produced in 1933.

To the best of our knowledge, this was the first time that a brand name appeared on the outside of an article of clothing - an idea which has since become extremely successful.
This shirt revolutionized mens sportswear and replaced the woven fabric, long-sleeved, starched classic shirts.The first LACOSTE shirt was white, slightly shorter than its counterparts, had a ribbed collar, short sleeves with ribbed bands and was made of a light knitted fabric called "Jersey petit piquIt continues to offer the same quality, comfort and solidity on which it built its name and which constitute its uniqueness.

Purposes/Services
Clothing Perfume Footwear Leather Goods Eyewear Watches Belts Umbrellas Charms

Location of Shops
Lacoste operate a large chain of Lacoste boutiques worldwide; located as concessions in leading department stores but also as independent Lacoste stores. In the UK Lacoste is available from many leading highend shops including KJ Beckett and John Lewis Partnership. Likewise in the USA the Lacoste brand can be found in stores such as Saks Fifth Avenue, Nordstrom, Bloomingdales, Macys and other independent retailers. It is a global business.

Management
Peter Lacoste is Vice President of Global Services, Asia Pacific/Japan based in Hong Kong, reporting to Steven Leonard, President of Asia Pacific/Japan and to Howard Elias, Executive Vice President, Global Services & Resource Management Software Group. Lacoste joined EMC in January 1997 as the first support manager in Sydney. He was promoted to District Service Manager, Northern ANZ in September 1999. A year later, he was promoted to Regional Service Director for South Asia PTI, based in Singapore. His portfolio was further expanded to cover Greater China in July 2002, and in October 2003, he was promoted to Managing Director, Customer Service for Asia Pacific/Japan. In 2006, with the development of the company's "One EMC" strategy, Lacoste assumed the responsibility of Acting Vice President for Global Services, Asia Pacific/Japan in July 2006. He was officially appointed as Vice President for Global Services, Asia Pacific/Japan in December 2006, with overall responsibility of the Global Services portfolio in Asia Pacific/Japan including the Maintenance and Support Services, Technology Implementation Services, and Consulting and Solutions Integration Services. Lacoste holds a Master's degree in Technology Management from the University of Queensland.

Employees
Lacoste have employees to make the clothing, deliver the clothing and to work in shops selling the products. The employees that work in shops just work the usual times for shops which is usually 9-5 or 9-6. Methods used to attract he employees are good wages and working conditions. Money of lacoste products also help attract people to the business.

Marketing
Lacoste sell everything from clothing such as tops and trousers to perfumes for male and female. Prices for lacoste items are rather dear! Ranging from 35 for a top to 60-70 for trousers. Lacoste sells their products through the internet and through shops world-wide. They have shops in the UK to Thailand and and Russia. They advertise through billboards, advertisements on the television and the internet.

Pressures
Pressures that Lacoste may have are making their products abroad so there is pressure to have fair working conditions for the workers and fair wages for them.

Evaluation
SWOT The strengths of lacoste are it is a world wide company and has a lot of investors meaning the company is very rich. It has also spread into many merchandises including clothing, jewellery and charms. The weaknesses are there is a lot of competition for designer clothes and it is difficult to come up with original ideas. The opportunities are spreading into different factors of business to expand the customers they attract.

BY

Victoria, Jenna

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