Lacoste
Country of Origin :
France
Supply : Mens,
Ladies, Kids
Price band :
C (A: most expensive, E: least expensive)
Overview: Rene Lacoste became
a legend of tennis when he and
his team-mates stole the Davis
Cup away from the Americans for
the first time in 1927. Amongst
other notable vistories Lacoste
won Wimbledon in 1925 and 1928.
He was born in 1904 and died in
1996. The alligator symbol came
about because he entered into
a bet with the captain of the
Davis Cup team for his alligator
skin suitcase. ‘The Alligator’
became Lacoste’s nickname
as once he got his teeth stuck
into an opponent he never let
go. In 1933, Lacoste tied up with
one of the biggest French knitwear
manufacturer, and they set up
a company to market a shirt designed
for use on the tennis court, featuring
of course the alligator logo.
Lacoste believe that this is the
first time a designer logo has
featured on the outside of a garment.
Another first was the design –
no longer the long sleeves starchy
affairs, the Lacoste shirt was
white, slightly shorter, had a
ribbed collar as was made of a
light knitted fabric called ‘Jersey
petit picque’.
Today, Lacoste is undergoing
a huge face lift, with a rework
of its image and a new look for
its boutiques to highlight the
collections launched by Christophe
Lemaire in May 2002. Since last
March, eight boutiques have been
updated with this new concept.
With regard to its image, the
Lacoste brand has worked on two
fronts and two horizons: cinema
and advertising. A series of short
Lacoste films shown exclusively
on international channels, have
been produced by Wong Kar Wai,
Director of 'In the Mood for Love'
and winner of the prize for Feminine
Interpretation at the 2002 Cannes
Film Festival.
The Crocodile is revealing its
talents off the tennis court,
with a new line in yachting wear,
inspired by the professional racing
gear that it has developed exclusively
for the skipper Loick Peyron.
Lacoste is well known on the
clay tennis courts, but less known
at sea in the world of offshore
racing. The crocodile however,
wants to make a name for itself
in yachting with a mini-collection
produced in partnership with Locik
Peyron. Loick is the Skipper of
the Fujifilm Trimaran that is
shortly due to take part in the
next Route du Rhum race.
'We have been working with Loick
Peyron for several years and this
new collection is the result of
two years development work confirmed
the Director of the collection.
Indeed, Lacoste has clothed the
Skipper for nearly ten years and
designs his offshore racing clothing
- must-haves in waterproofs
The crocodile presents a complete
range of yacht wear for urban
sailors which will be available
from this Winter, largely in Lacoste's
own boutiques. The range will
be launched by a number of point
of sale activities, leading up
to the next departure of the Route
de Rhum race from St Malo on the
10th November. In addition to
dedicated point of sale promotions
and the replay of footage of the
Trimaran, Lacoste is organising
a competition to win Loick Peyron's
sailing parka.
In the news: Sébastien
GROSJEAN - world number 6 and
recent winner of the Davis Cup,
and Bernhard LANGER - winner of
40 titles on the Masters of Augusta
tour and member of the Ryder Cup
team, have joined the Lacoste
team. These two great Champions
will defend the Lacoste colors
on the tennis courts and golfing
greens of the world from January
2002.
Web site :
www.lacoste.com
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