Monday, March 16, 2009

LACOSTE Brand Story

n 1927, because at the stadium on the performance of fierce and the "Crocodile Hunter," the title of the French tennis champion Rene Lacoste , obtained from a friend of a crocodile logo, this logo was embroidered on his jacket on . He did not think that this act represents the birth of a famous trademark.

In 1933, Lacoste and the then French president biggest knitting enterprise Andre to create the company. He began to design and production in their own name "Lacoste" unlicensed short-sleeved tennis shirt. At that time, the tennis game for the long-sleeved clothing, athletes put on feeling hot, gas-tight. Lacoste will be used more Sweat-absorbent breathable flat weaving materials, designed the first sets of the first, two clasps, there is the shirt collar. Hedging because it is the shirt for the embryonic form of horse, it is also known as "Polo shirt." This shirt's left chest embroidered on the symbol of the crocodile brand logo, created a logo merchandise will be made up in costumes outside precedent.

Polo shirt white one available immediately at French tennis sparked a revolution. Because of wearing a comfortable, strong wear resistance, it soon replaced the tennis player at the time of the long-sleeved wool shirt. Since then a few years, Lacoste sales of sports apparel has been increasing steadily, but because of the Second World War broke out, the brand has to stop production in 1940. In 1946, Lacoste Dongfeng through the post-war recovery to resume production and scale also expanded. To the early 50 century on, Lacoste shirts have begun to be exported to other countries in North America and Europe.

In 1959, Lacoste launched its first batch of children's wear shirts; in 1960, Lacoste twill shorts and Polo shirts into production; in 1964, Lacoste apparel exported to Japan the first time; in 1968, the brand and let Pardew (Jean Patou) perfume begin co-production. From the last century 60s, Lacoste sponsored a lot of tennis players, making it a more well-known brand; 70 years, for this to crocodile logo brand on the international market beginning at Games; to 80 years, the well-known crocodile shirt has global, Lacoste business reached its peak.

In 1996, Lacoste Rene Lacoste, founder of the death. Since 2001, French designer Christophe as the brand's design director, he Lacoste inject new elements to brand image, more than ever, fashion, even more impressive.

At present, Lacoste's products include a wide range of sports clothing, footwear, perfume, purses, leather goods, eyewear, watches and home textiles, has a few every year 10 million Lacoste merchandise has been sold, annual sales reached more than 10 billion dollars . Since entering the China market in 1994 since, Lacoste sponsored numerous domestic tennis event. The company the third-generation successor Philippe Lacoste has said that China is expected to Lacoste in 2010 to become the world's largest at three markets in the world.

Friday, March 13, 2009

LACOSTE for young people launched a new series

New spring and summer in Barcelona 09 Medium, LACOSTE for more young, trendy consumer groups brought the latest series of "Red!". This new series has its own logo: the one changing the original letters LACOSTE crocodile logo at the top of the classic design, the new leads are marked crocodile letters, and between the two add a red exclamation point.

Christophe Lemaire as creative director of this new product line selection of the two subject: Chelsea and charing Cross, "the first subject reproduced the 60's dress style: fashion, simple, fit, a perfect embodiment of England, Mary Quant and Modena Style the encounter. " Lemaire said, "The second subject was slightly street golf style, contains twenty-first century leaders Warhol Pop Art colors and 60,80 the prevalence of early hip-hop music features."

Tailor-made tailoring are Red! Criteria for the design of this series. Even for a basic polo shirt Men's section also made some changes: Xiu-collar narrow, portability has two buttons, and longer after clothes before. Not only that, this season also brought a whole new way to wear with, knitted cardigan sport ride with lattice self-shirt, jacket then select Modena England-style jacket.

The redesigned female polo with subsection shall be a series of male lovers loaded: the collar, sleeves and pockets with the male section echoes, colors more vibrant, longer neckline to highlight femininity. Girl ready for the ride of the short jacket, elastic fabric laminate body, wearing more comfortable. Otherwise a Lattice pattern, nylon fabric jacket, folded after just can into his pockets to match, easy to carry, making this series more U.S. perfection.