Lacoste's Marketing Strategies in the US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG132 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 14 Pages
Period : 2001-2006
Pub Date : 2006
Teaching Note : Not Available
Organization : Lacoste SA
Industry : Apparel
Countries : USA


The case study discusses the marketing strategies undertaken by Lacoste SA (Lacoste), a French clothing company to enhance its image in the US market.

It shows how Lacoste which was a premium menswear brand in the US in the early 1950s lost its appeal in the market after it was taken over by General Mills, a popular FMCG company in the US.

It then talks how Lacoste bought back the US rights to the Lacoste brand with a view to restoring the brands image in that market.

The case shows how under the management of Robert Siegel, who joined as Lacoste USA's CEO in 2001, revived the brand and re-established it as a high-end fashion label in the US.


To understand the importance of brand image for the success of apparel companies

To understand the marketing strategies of an apparel company to revive the image of its clothing brand


  Page No.
Introduction 2
Background Note 3
Lacoste's US Journey 5
Reviving The Lacoste Brand 7
Lacoste's Retail Strategy 10
Lacoste's Promotional Strategy 11
Outlook 13
Exhibits 15


Martha Stewart, Lacoste SA, Imclone Systems Incorporated, Kmart, Macy's, Martha Stewart Living, House Energy and Commerce Commission, Blueprint, Brand Revival, Securities fraud, Image Rebuilding, NBC, CBS, Entertaining, The Apprentice

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