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Lacoste, the crocodile brand on international markets
[Lacoste, la marque au crocodile à l’international]

Author

Listed:
  • Ulrike Mayrhofer

    (GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur)

  • Claire Roederer

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

Founded in 1933, the Lacoste brand celebrated its 85th anniversary in 2018. It has made a name for itself as pioneer in chic "French-style" sportswear and enjoys strong brand awareness. Its clothing, shoes, accessories and perfumes are sold in 120 countries. How has this brand, which invented the polo shirt, successfully managed to grow internationally? This case-study concerns the marketing policy of the Lacoste brand. The case covers detailed information about the Lacoste brand, its international expansion and the brand strategy put in place. Students are asked to elaborate the international marketing policy and the branding policy for Lacoste.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2018. "Lacoste, the crocodile brand on international markets [Lacoste, la marque au crocodile à l’international]," Post-Print halshs-02014818, HAL.
    • Handle: RePEc:hal:journl:halshs-02014818
    as

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