Lacoste Rebranding

Lacoste’s rebranding sees a significant transformation in its Brand Pyramid. Brand Essence shifts from “Life is a beautiful sport” to “Live Peak Success,” shifting the focus from sport to success. The character of the brand becomes more ambitious and engaging, adding authenticity to the traditional values ​​of belonging, success and tradition. The emotional benefits expand, including the sense of belonging to a group, while the rational benefits remain comfort and performance. The target shifts towards a younger age group, mainly Gen Z and millennials (18-28 years), with a 50-50% gender parity and medium economic availability (Posh Style). The focus shifts to premium clothing and luxury accessories, making the brand more modern.

ROLE: Global