FASHION

LACOSTE PRESENTS A NEW STORE CONCEPT

By Crash redaction

Starting December 2014, Lacoste is presenting a new concept for its boutique on 55, Rue de Sèvres in Paris, as part of a global strategy of brand repositioning. « Life is a beautiful sport » is the motto of this new concept that comes with a more premium positioning and shows a new commercial strategy for the brand.

With the use of different materials like white marble, oak wood and the combination of warm, toned-down colors for the design components, the products that include ready-to-wear collections for men, women and kids as well as leather goods, accessories, watches and fragrances take a whole new meaning. In the true respect of the French House’s history, the new store concept immerses the customer in the Lacoste experience and into creative director Felipe Oliveira Baptista’s vision. Undoubtedly, the iconic L.12.12 polo shirt and the Crocodile are at the heart of this new concept, and the polo shirt can be found in plenty of colors in the « Polo Lounge ». References to tennis and golf through the use of old photographs and vintage tennis rackets used as decorations participate in telling the brand’s beautiful story.

This new store concept on Paris Rue de Sèves is the first of many others to come around the globe in the future. A great way for Lacoste to start off 2015.