Brand Profile

Brand name La Chemise Lacoste (LACOSTE crocodile)

Registered place in France

Founder RENE LACOSTE Ryan Lan Geshi

Products: clothing, footwear, glasses, perfumes, belts, watches, home textiles, leather goods [edit this paragraph] Brand origin 1923 Lacoste founder, world tennis star Rene Lacoste is in Boston Represented France in the Davis Cup. At that time, Lacoste made a bet with his captain that if he won the game, the captain would give him a crocodile suitcase. Although Lacoste did not win the suitcase, he was as brave as a crocodile in the competition, so he was nicknamed "Le crocodile" (Le crocodile). After returning to France, a friend of Lacoste made a crocodile for him and attached it to his jacket. A popular logo was born.

The brand was born

In 1927, an American reporter jokingly called René Lacoste "Mr. Crocodile", symbolizing his tenacity on the court like a crocodile who "bites and fights unremittingly" will. As a result, Lacoste's friend Robert George branded this crocodile symbolizing "tenacity and perseverance" on his jacket, and this global fashion crocodile was born. In 1933, René Lacoste overturned the stiff white long-sleeved shirts that were common on tennis courts at the time and designed a short-sleeved T-shirt for himself and tennis superstars, which is now the 1212 POLO shirt that has become the brand's trademark. [Edit this paragraph] Brand History In 1933, Rene Lacoste officially entered the business world and founded La Chemise Lacoste ready-to-wear company. He embroidered the famous crocodile logo on all the shirts he produced, pioneering the use of graphics as a clothing brand logo.

In 2001, Lacoste also began to show its elegant and noble side, launching a new fashion series: Club. The men's Club and women's series promote fashion and comfort, advocating clothing that combines elegance and comfort, and are once again at the forefront of fashion. High-end perfume series with the "Club" concept: Pour Homme and Pour Femme were also launched at the same time. , making the overall concept of the Lacoste brand - "Sports attitude, treatment of life" ("Sportsmanship, treatment of life") more deeply rooted in the hearts of the people.

In 2002, the Lacoste brand's turnover was approximately US$850 million, 85% of which was achieved in markets outside France.

2003 is the 70th anniversary of the creation of the Lacoste brand. Today, Lacoste's crocodile logo has become one of the most well-known and easily identifiable trademarks in the world. Every year, approximately 40 million products of various types bearing the Lacoste crocodile logo are sold around the world. Lacoste Pour Homme men's perfume and Lacoste Pour Femme women's perfume newly launched to match the Lacoste Club series of clothing, on the other hand, perfectly embody Lacoste's brand concept of "radiating sportsmanship and showing more noble quality" through the language of perfume.

Today, Lacoste has a high reputation, especially in Europe. Lacoste has agents in 110 countries, more than 1,200 retail points and 600 franchised distribution networks around the world. [Edit this paragraph] Introduction to Mr. Rene Lacoste In 1933, the famous French tennis player Rene Lacoste founded the Lacoste brand and created real sports fashion. 70 years have passed, Lacoste has always adhered to its unique style, advocating toughness, opposing showing off, advocating the development of elegance and individuality, being relaxed and comfortable, safe and comfortable and free to stretch.

Rene Lacoste dominated the tennis world in the 1920s and 1930s, winning three Grand Slam titles including the U.S. Open, French Open and Wimbledon. He was also a member of the French men's tennis team known as the "Musketeers" and won the Davis Cup with his teammates in 1927.

Rene Lacoste has extraordinary talent and is invincible on the tennis court, and is world-famous for it. And his fashion sense is extraordinary. In that era, athletes still wore everyday clothing such as jackets, trousers, and long-sleeved shirts during competition, which were uncomfortable and hot. Rene Lacoste conceived a soft sweat-wicking collared sweatshirt with a loose fit that allows athletes to move freely on the field. He called it a "mesh knit pullover." In 1927, he played in this suit, and the world-famous brand Lacoste was born. This is the knitted lapel sweater that is popular around the world today. [Edit this paragraph] Product Introduction LACOSTE clothing covers men's, women's and children's clothing series, and the styles are practical and popular. With exquisite fabric selection, changeable color matching, and rich styles, it shows the youthful vitality and charm of the fashion family, and at the same time, it fully demonstrates your identity and status. In terms of style, LACOSTE launches themes and series with various styles. It includes five themed club series and athleisure wear series, as well as sports series and center series. This makes LACOSTE burst out with a new vitality and will gather the attention of all those who pursue fashion. In terms of design, it follows the policy of being relaxed and youthful, paying more attention to the details of the shoulders, collar and cuffs, bringing a strong youthful atmosphere. Today, the French crocodile brand, which has fascinated people all over the world for more than half a century, still maintains its youthful and fashionable personality, and still attracts countless confident people with excellent dressing taste.

LACOSTE was officially launched in 1933 and has rapidly developed from the original knitted clothing to different product series - sportswear, sports shoes, leather goods, watches, glasses, of course, perfume products also occupy a certain position. seats. In 1968, LACOSTE produced the first bottle of Lacoste Pour Homme. Since then, together with the new members Booster, Junior, Millennium Collector's Edition Lacoste 2000 and Lacoste for Women women's perfume, it has always been favored by young people and people who love sports. The elegant and fresh fragrance coupled with the simple and bright outer box packaging has established the brand as an everlasting position in the perfume industry.

The corporate brand ranked 373rd in the 2006 "Top 500 World Brands" compiled by the World Brand Lab.