The crocodile is just a click away now! The French lifestyle brand known for its polo t-shirts, Lacoste has entered the online world with the launch of its Digital Store. It is interesting to note that India is the fifth market in Asia where the brand has made this move. The power of eCommerce in the country is for sure catching momentum. Lacoste has 49 stores in India, namely in tier 1 cities and towns and with this move, they plan to cover the length and breadth of the country.
Catering specifically to the Indian market, Lacoste’s digital flagship, www.lacoste.in will offer the entire collection that is available at the offline stores and also extend its offering to a wide range of apparel, accessories, footwear, leather goods and perfumes.
The site follows the strict clean cut design codes and aesthetic seen in the Lacoste collections creating a luxurious and minimalist shopping environment allowing the quality of product and design to take centre stage. Apart from the products, the site will also feature ‘Le Magazine’, Lacoste’s digital magazine featuring the latest news from the brand including interviews and articles on Lacoste’s latest collaborations and designers. As well as behind the scenes videos from launches to campaign shoots.
For Lacoste, menswear is the bestseller for the brand.Over the last few years, the iconic Lacoste polo shirt, called as L1212 in our technical parlance, has developed a cult following, and even today it accounts for 30% of the total apparel sales in India. The Men’s Polo range as a whole is the single largest contributor to sales in India (more than 50%).
Jean-Louis Delamarre, Asia Pacific CEO for the brand shared that besides India, the brand has its digital flagship stores in Korea, Japan, China & Australia. According to him, Philippines and Thailand will be the new additions on the e-commerce roadmap in the coming 12 months. He shares, “Digital flagships will remain the backbone of on-line strategy. We aim to offer our customers consistent brand content and exclusive experience, both in online and offline stores.”
Rajesh Jain MD and CEO, Lacoste India was quoted sharing, “This is a significant step towards adopting an omni-channel approach for the brand that includes both online and offline medium. Currently we have 49 stores in the country including one in Maldives and the digital flagship will be marked as the 50th point of sale, which will be an important milestone for us in the country.”
Zainab S. Kazi