Lacoste CEO meets Calle in Makati (LOL)

[TOPAC]

Lacoste son on ‘feeling of security’


By Cheche Moral
Philippine Daily Inquirer
First Posted 19:46:00 01/29/2009

ON the same day its global brand ambassador, Andy Roddick, advanced to the semifinals in the Australian Open this week, Lacoste’s chair and chief executive Michel Lacoste was in Manila to visit some of the brand’s boutiques in Makati City.

Lacoste was en route to Melbourne the next day, to catch the match between the seventh-seed Americanâ€"a Lacoste endorser since 2005â€"and the Swiss champion Roger Federer.

Last year, on the brand’s 75th anniversary, the company signed a long-term deal to be the official outfitter of the Australian Open, providing the uniforms for on- and off-court officials, lines people and ball kids.

Rene Lacoste, the brand founder and Michel’s father, was a tennis champion in the 1920s, “but he never went there [Australian Open],” said his son.

“He played in all the majors but not there. It’s only fair, though 80 years too late, that we go to Australia and be there on the court beside all the champions.”

Innovative

This Lacoste generation has steered clear of competitive sports. (Rene’s wife Simone and daughter Catherine were champion golfers.) The company is focused on providing athletes and non-athletes alike with the same innovative pique polo shirt that helped popularize the family name worldwide.

Rene Lacoste invented the first pique polo shirt to replace the stiff and inconvenient tennis uniform in his day. The brand has since diversified into eight product categoriesâ€"from apparel to footwear, leathergoods, fragrances and eyewear, among others.

As head, Michel Lacoste, 65, who took over the company after his brother Bernard’s death in 2006, is bent on keeping the brand relevant to today’s consumer.

“We want to stay completely modern but within the roots of the brand,” he said. “We’re not taking a right-hand or left-hand angle turn at the corner. But we know the world is changing very quickly, and the needs and wants of consumers are changing very quickly. We must continue on looking at modernity.”

It’s a challenge that he is seriously taking, especially with the current economic situation.

“The effect [of the recession] on Lacoste has been less significant than what one would think,” he said. “We have negative figures [in total sales] but very small, probably 3, 4 or 5 percent, which is comparatively good versus what is [being] experienced by other brands. The forecast is single-digit downward movement.”

He sees the “feeling of security” imparted by a classic product like Lacoste has been helping buoy the brand through the crisis.

“It will stay for a long time in [the consumer’s] wardrobe. It’s not [a] fashion-oriented [item] that will perhaps no longer be in fashion in three months... We address ourselves to those who buy and use it, so it gives us a little amount of protection.”

Satisfaction

Lacoste said he sees the wisdom in suggestions by some companies to lower price points of products to sell more.

“For some, competition is on the basis of price. It’s perfectly reasonable, but it’s not the Lacoste way of doing things. Our job is to be sure the consumer is happy when he wears our product. It’s the satisfaction of the need of the consumer.”

At the moment, he is ensuring that all company activities are “sound and cost-conscious... We want to do the same things for less money. If completely unforeseeable things happen, [we have] to make sure that we stay alive. We have contingency plans. What if sales go down by 20-25 percent?”

He added, “We want to make sure that our shops are well-located, that our communications, advertising, sponsorships and public relations are done very well.”

On the Philippine stores he had visited, all operated by Stores Specialists Inc., the exclusive local distributor, Lacoste said he found them “very attractive.” It was his first visit to the country in decades.

He also said the company’s social responsibility efforts are being strengthened, not only through the Rene Lacoste Foundation, which introduces underprivileged kids to sports, but also through a new World Bank initiative called Save Your Logo, which asks businesses that have built their name on threatened species to contribute to the species’ protection and survival.

Lacoste’s famous logo is the alligator, which represents the founder’s tenacity on the tennis court. The company was the first to announce its participation in the World Bank effort.

Lacoste said that of the 16 species of alligators, two in Asia are endangered. “Nobody’s going to solve it on his own. But if companies each take a little step...”

[grazie7y]

Kujawa gud, Calle! hehehe Magpa autograph na unta ko nimo dah! 

Daw beh, did Rene Lacoste visit the outlets in Greenhills and Divisoria were Lacoste shirts are sold at relatively cheaper price?

[TOPAC]

I briefed him on the matter graze. He just smiled. According to Sir Michel, it doesn't cost the company that much.

LOL

[grazie7y]

Good!  In that case, the poor people of the Philippines can enjoy a "branded" Lacoste shirt from Divisoria and Greenhills.  That's what they call, true imitation! hehehe

[TOPAC]

export overruns man na grazie.
pero na pud mga imit.

[kiamoy]

wow calle!! i love Lacoste bya (pasalubongs) di lang ko hilig palit..mahal. haha

[glacier_71]

panghatag calle, bahalag gisi og ilok, basta lacoste

[TOPAC]

Joke ra to mga sano/sana.

maajo ka diha kiam kay napasalubongan kag lacoste. taman ra jud ko tan-aw anang lacoste sa gateway.

[kiamoy]

barato raman na sa gawas dba?  lol

[A Layman]

Daghan naman ang nagimitate ani. Noted places are from Divisoria and GreenHills. Pero ug branded nga tunay nga LaCoste, dia daghan na sa Batasan bai Calle.

[TOPAC]

asa dapit sa batasan?

[A Layman]

Mismo sa sulod bai!

[Lorenzo]

Wow, what an experience.

How was the man?

[TOPAC]

alive and kicking!

mao nay giingun nga wala maapektohan ang luxury market sa financial crisis.

[Lorenzo]

Mao ba?

Manila must be the place to be, diba Tito?

Ive seen pictures of Manila when my buddy went back this Summer.

Downtown Manila looks just like NYC.

Really posh, and modern. Philippines really has changed since I was back in '98.

[TOPAC]

ang mga skycrapers naa sa makati dong.

manila decayed so much the businessmen have to move to makati and taguig.

but still, business remains bustling in the old divisoria and binondo areas of manila.