Founded in1933, the Lacoste brand celebrated its 85th anniversary in 2018. It has made a name for itself as pioneer in chic "French-style" sportswear and enjoys strong brand awareness. Its clothing, shoes, accessories and perfumes are sold in 120 countries. How has this brand, which invented the polo shirt, successfully managed to grow internationally?
This case study concerns the marketing policy of the Lacoste brand. The case covers detailed information about the Lacoste brand, its international expansion and the brand strategy put in place. Students are asked to elaborate the international marketing policy and branding policy for Lacoste.