Swot Lacoste

Strength

Lacoste is a company with a significant history (since 1927, Lacoste is a brand that has conquered the world).

Lacoste symbolizes «old fashioned history» with its quality products.

The crocodile is a symbol of the brand. This is a logo that is known internationally.

2 million shirts are produced every year and the brand offers 4000 different products (Bags, wallets, perfumes and shoes).

- The brand is highly accessible. Even-though positioned in the niche segment, the brand has reasonable price points compared to its competitions.

The brand specializes in various sectors.

The turnover of the brand is 1.6 billion €.

The brand is represented in 114 countries, is sold in over 1000 own Lacoste stores and 2000 corners.

The brand is very famous for its plain polo’s in multiple colors.

Lacoste participates in famous events (Roland Garros,…)

Weakness

The brand image is not fashionable in many countries.

In many countries, the average age of a buyer is 50 years.

For consumers, the brand image is the same for 30 years. Clothes have not evolved.The brand image is too conservative

The brand caters more to men than women.

The variety of branded products is not highlighted.

E-commerce has been exploited in Lacoste late compared to other brands.

Opportunity

The sportswear market is growing.

E-commerce can rejuvenate the brand with consumers. This is the new wage of modernity.

Customers holders are aged between 25 and 30 years, the brand has to turn to the market.

It can strengthen its position as a «french understated chic».

Demand for Lacoste’s products are Increasing in the Asia-Pacific region significantly.

Threats

The competition is very important, market shares are coveted (Ralph Lauren, Tommy Hilfiger,…).

Due to the strong competition, it is difficult to retain young consumers.

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