Lacoste's Marketing Strategies in the US |
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"To head Lacoste was a dream come true. The brand is so powerful because of its heritage." 1 - Robert Siegel, CEO, Lacoste USA, in 2005. Introduction
Over the years, the Lacoste brand and its crocodile logo became synonymous with polo shirts, all over the world. The Lacoste brand became established as a premium sportswear brand. When the Lacoste brand was introduced in the US through a licensing agreement in the early 1950s, it quickly became popular, going on to become a premium sportswear brand for men. In 1969, LCL sold its US rights to the Lacoste brand to General Mills3 (GM). GM owned this brand until the mid-1980s. Under GM, the brand began to lose its appeal and its premium brand image in the US.
Lacoste's Marketing Strategies in the US - Next Page>> 1] Kristina Dell, "Lacoste's riposte," www.time.com, September 18, 2005. |
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