René Lacoste was born in Paris on July 2, 1904, was a professional tennis player who won 7 Grand Slam in the individual categories. He was nicknamed Le Crocolide (The Crocodile) by his fans, hence the logo of his brand. So famous was the name, that Lacoste sent to embroider a crocodile in the robes he wore before each game and that’s how they started their innovations.
When observing the London polo players, René Lacoste, in 1926 he adapted the short sleeve shirt, which allows him greater freedom of movement when playing. He designed his own competition shirts, white and close to the body that earned him a number of criticisms but which made him the pioneer of the concept of functional elegance.
However, it was not until 1933 that together with André Giller, an entrepreneur who owned the largest textile company of that time, they created the Polo Lacoste L.12.12. A lightweight and flexible shirt, produced with a new breathable fabric, the petit pique, and with the logo of the crocodile. At that time the first Lacoste Polo advertising campaign began and he focused exclusively on the fashion business, thus initiating the production of the shirt on a large scale, which would generate many successes and historical transcendence.
This model became the fashion shirt worn by the personalities of the time for its design and quality. This was the starting point of the revolution in the world of sportswear.
In the 1960s, Lacoste made a strategic turnaround in its business by starting the production of casual clothing without abandoning its sports line. By the middle of that decade, more than three hundred thousand products were sold worldwide. In the 70s and 80s, they increased their line of shorts, watches, perfumes, leather goods and optics.
In this century the company modernized its strategic vision without losing its traditional values, improving the catalog of products since they incorporated other lines such as the home, fashion for men, women, and children that has allowed them to organize and participate in runway shows.
Today the evolution of Lacoste has led the brand to develop a more elegant and sophisticated line keeping the sport and sportswear lines, is risking the young segment, reflected in the fashion collections created.
For this decade the company has a new advertising campaign “Unconventional Chic” or “unconventional fashion” with which they try to attract new customers with values such as simplicity, stability, and elegance but betting on more modern and daring models. All this supported by marketing actions.
For these reasons several generations of athletes and anyone who wants to dress sports, recognizes the quality and comfort of all products that represent Lacoste, which is more than a hundred years old and with a well-known history that exceeds the industrial and business
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