Lacoste Unveils Sophisticated New Retail Experience: The Lacoste Country Club
On May 7, Lacoste Melrose Place, the new concept store for French heritage brand Lacoste, unveiled the next chapter in its retail story: Lacoste Country Club. According to the company, Lacoste has turned to its rich tennis history to create an elaborate and thoughtful retail experience, transporting shoppers to a destination that evokes the spirit of a luxurious but inclusive country club in the South of the California. Jason Kim, senior vice president of marketing at Lacoste USA said, “As we emerge from the pandemic, consumers are looking for connectivity and community. I believe we’ll see more of a demand for physical interaction or in-person experiences and energy cravings. ”
The Lacoste Melrose Place store opened in March, but will be redesigned roughly every six weeks with new product assortments and varying themes. Kim discussed the goal of creating the ultimate customer shopping experience that has recently sparked an invigoration around the brand with a new generation of consumers who are excited to see Lacoste from a new perspective, “We have planned an evolution exciting for the brand which you will continue to see in the months and years to come. Lacoste Melrose Place is just the start.
A celebrity table tennis event was held for the store opening. Kim said, “The idea of the table tennis tournament was to in a fun way connect young Hollywood taste makers and cultural influencers to Lacoste’s deep roots in tennis, while remaining mindful of social distancing. Guests who attended the event included Kehlani, Amrit and Miles Chamley-Watson, among others, dressed in the latest key looks from the lifestyle and active collections. Lacoste plans to balance new brand collaborations with hero collections. Recently, Lacoste launched the Lacoste X Ricky Regal collection co-designed by Bruno Mars.
The product assortments available at the Lacoste Country Club include exclusive pieces that will be worn by Lacoste athletes at Roland Garros 2021, also known as the French Open. Kim said, “Consumers have embraced the tennis lifestyle, but more recently the younger generation has incorporated the tennis look into their streetwear style and we are tapping into that demand.”
The vast assortment of footwear includes the new Lacoste tennis shoe, AG-LT21 Ultra, worn at the Miami Open by Daniil Medvedev, currently ranked 3rd in the world. The store also features a variety of Tecnifibre racquets, bags and accessories, including a limited edition Lacoste brand L20 racquet. A dedicated and free racket stringing station will be available on site for buyers wishing to bring their new tennis clothing to the courts.
Lacoste capitalizes on the brand’s rich history
One of the most iconic logos in the history of fashion, the Lacoste crocodile has been a cross between athleticism and fashion elegance. Kim said: “Lacoste is a brand with a rich history in tennis and golf, our founder René Lacoste being a tennis champion himself. Current design chapter, Lacoste Country Club, pays homage to its heritage and adds a Southern California touch to connect with the Los Angeles community.
Since 1933, the brand has been a staple in the lives of men, women and children. The company was founded by René Lacoste, a tennis champion and ingenious inventor who designed the first polo shirt. He also invented the machine that shoots tennis balls with calibrated force to help a player train on their own, a device that improved his game and that of generations of tennis players that followed. Lacoste has filed thirty patents during its ninety-two year lifespan.
Lacoste continues to reinvent itself as evidenced by the new Country Club concept. Keeping tennis and streetwear enthusiasts in mind, Lacoste Country Club will offer an updated modern assortment of casual wear alongside Lacoste’s Tennis Sport collection featuring pique tennis polo shirts with wicking capabilities. moisture, performance technical shorts in stretch taffeta, breathable stretch tennis skirts with shorts, water-resistant sweat jackets handy for warm-up sessions, and more.
Lacoste Broadway store reimagined
In April 2021, the innovative Lacoste US flagship store located on Broadway in New York’s SoHo neighborhood opened with a new store design that included a personalization area, new product offerings through creative collaborations, unique designs and enhanced customer experience. At the entrance to the 4,660 square foot boutique, a dedicated shoe pop-up instantly transports customers to the courts with its unique setup and layout. The historic facade gives way to an open concept with an overall street feel and solid architectural elements with refined metal, concrete and wood finishes. Even the dressing rooms are inspired by a box of freshly opened tennis balls.
The local architecture firm Design Republic supported the Parisian team of Lacoste Architecture Design in the New York meets Paris spirit. Kim said, “With our first global concept store in Los Angeles at Melrose Place and our new flagship store in New York City in Soho, we are working to present a new side of Lacoste through creative immersion.”
Past performances have been solid for Lacoste
In 2019, Lacoste achieved a solid performance with sales up almost 8% compared to the previous year. Gross margin has grown steadily over the past three years and operating profit has been strong, ending 2019 at 16% (2020 financial data is not available). Return on assets, demonstrating the efficiency with which management uses its assets to generate profits, is a resounding 18% in an industry hovering around 7.5%. Strong financial performance, newly designed store concepts to meet the needs of today’s consumers, and continued innovation in the in-store experience and product assortment are evident in a business that has been around for more than eight years. decades. Despite the covid challenges many brands face, Lacoste is investing heavily in retail for 2021