Lacoste: Women to the rescue

Starting as a quintessential for men and expanding its portfolio over the years, India has shifted its focus on women’s collection this year. This came as a part of the brand’s global repositioning strategy. With Portuguese fashion designer as the new international creative director of the brand, the women’s category for will be its global calling card.

Baptista’s first solo collection, Spring Summer 2012, has hit Indian boutiques. The changes in design and shift in the strategy has turned the sporty women’s apparel more chic and feminine. “Turning our focus on women’s collection we have introduced new fits and styles in our Polo offering for women,” says Rajesh Jain, director and CEO, India, the Indian unit of the high-end French apparel company. India is a strategic alliance between and the Delhi-based Turner Morrison group.

From an Indian perspective, women make up 40 to 50 per cent of the walk-ins at any store; yet the contribution of women categories to the brand’s overall sales in India is around 10 per cent. The reason being, sports inspired offerings for women have limited offtake, unlike those for men who wear sportswear on many occasions. Nonetheless women equally value quality and style. Jain says, “Women behave differently as consumers and it is important for them that their styling is appreciated as their own rather than the logo’s visibility on garments. On the other hand, the brand’s visibility is important for accessories like handbags, sunglasses etc. With this insight, Felipe changed the logo positioning in some styles and even detached the logo from a few styles.”

has been in India since 1993 and in the ensuing years, the brand has evolved from a men’s Polo centric brand to a complete lifestyle brand. Of course, now has a lot more competition to deal with — in the form of sports and fashion wear labels — than when it entered India. Is being low profile such a good idea even now? Jain says, “Being an elegant and subtle brand since its inception, we have been understated in our business communication as well. However, the brand has undergone changes in the Indian market context. Over the last five years we have moved to offer larger format stores in key metros and have expanded our key boutiques in Mumbai, Chennai and Hyderabad and Pune.”

follows a selective distribution policy, essential to maintain the exclusive positioning of the brand. The distribution strategy is led by a flagship or premium store(s) in each of the key cities — Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Chandigarh and Pune. Delhi and Mumbai being the most important markets, the brand has deeper penetration here and intends to expand further.

Presently has more than 35 points-of-sales — flagships, boutiques, franchisee and multi-brand outlets. Jain shares, in the coming quarter aims at increasing the footprint in the two key markets of Mumbai and Delhi with large and medium format stores. The brand is looking at a growth of around 45 per cent year-on-year basis over the next three years.

image
Business Standard
177 22
Business Standard

Lacoste: Women to the rescue

Rajarshi Bhattacharjee 

Starting as a quintessential for men and expanding its portfolio over the years, India has shifted its focus on women’s collection this year. This came as a part of the brand’s global repositioning strategy. With Portuguese fashion designer as the new international creative director of the brand, the women’s category for will be its global calling card.

Baptista’s first solo collection, Spring Summer 2012, has hit Indian boutiques. The changes in design and shift in the strategy has turned the sporty women’s apparel more chic and feminine. “Turning our focus on women’s collection we have introduced new fits and styles in our Polo offering for women,” says Rajesh Jain, director and CEO, India, the Indian unit of the high-end French apparel company. India is a strategic alliance between and the Delhi-based Turner Morrison group.

From an Indian perspective, women make up 40 to 50 per cent of the walk-ins at any store; yet the contribution of women categories to the brand’s overall sales in India is around 10 per cent. The reason being, sports inspired offerings for women have limited offtake, unlike those for men who wear sportswear on many occasions. Nonetheless women equally value quality and style. Jain says, “Women behave differently as consumers and it is important for them that their styling is appreciated as their own rather than the logo’s visibility on garments. On the other hand, the brand’s visibility is important for accessories like handbags, sunglasses etc. With this insight, Felipe changed the logo positioning in some styles and even detached the logo from a few styles.”

has been in India since 1993 and in the ensuing years, the brand has evolved from a men’s Polo centric brand to a complete lifestyle brand. Of course, now has a lot more competition to deal with — in the form of sports and fashion wear labels — than when it entered India. Is being low profile such a good idea even now? Jain says, “Being an elegant and subtle brand since its inception, we have been understated in our business communication as well. However, the brand has undergone changes in the Indian market context. Over the last five years we have moved to offer larger format stores in key metros and have expanded our key boutiques in Mumbai, Chennai and Hyderabad and Pune.”

follows a selective distribution policy, essential to maintain the exclusive positioning of the brand. The distribution strategy is led by a flagship or premium store(s) in each of the key cities — Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Chandigarh and Pune. Delhi and Mumbai being the most important markets, the brand has deeper penetration here and intends to expand further.

Presently has more than 35 points-of-sales — flagships, boutiques, franchisee and multi-brand outlets. Jain shares, in the coming quarter aims at increasing the footprint in the two key markets of Mumbai and Delhi with large and medium format stores. The brand is looking at a growth of around 45 per cent year-on-year basis over the next three years.

RECOMMENDED FOR YOU

Lacoste: Women to the rescue

Starting as a quintessential Polo-wear brand for men and expanding its portfolio over the years, Lacoste India has shifted its focus on women’s collection this year. This came as a part of the brand’s global repositioning strategy. With Portuguese fashion designer Felipe Oliveira Baptista as the new international creative director of the brand, the women’s category for Lacoste will be its global calling card.

Starting as a quintessential for men and expanding its portfolio over the years, India has shifted its focus on women’s collection this year. This came as a part of the brand’s global repositioning strategy. With Portuguese fashion designer as the new international creative director of the brand, the women’s category for will be its global calling card.

Baptista’s first solo collection, Spring Summer 2012, has hit Indian boutiques. The changes in design and shift in the strategy has turned the sporty women’s apparel more chic and feminine. “Turning our focus on women’s collection we have introduced new fits and styles in our Polo offering for women,” says Rajesh Jain, director and CEO, India, the Indian unit of the high-end French apparel company. India is a strategic alliance between and the Delhi-based Turner Morrison group.

From an Indian perspective, women make up 40 to 50 per cent of the walk-ins at any store; yet the contribution of women categories to the brand’s overall sales in India is around 10 per cent. The reason being, sports inspired offerings for women have limited offtake, unlike those for men who wear sportswear on many occasions. Nonetheless women equally value quality and style. Jain says, “Women behave differently as consumers and it is important for them that their styling is appreciated as their own rather than the logo’s visibility on garments. On the other hand, the brand’s visibility is important for accessories like handbags, sunglasses etc. With this insight, Felipe changed the logo positioning in some styles and even detached the logo from a few styles.”

has been in India since 1993 and in the ensuing years, the brand has evolved from a men’s Polo centric brand to a complete lifestyle brand. Of course, now has a lot more competition to deal with — in the form of sports and fashion wear labels — than when it entered India. Is being low profile such a good idea even now? Jain says, “Being an elegant and subtle brand since its inception, we have been understated in our business communication as well. However, the brand has undergone changes in the Indian market context. Over the last five years we have moved to offer larger format stores in key metros and have expanded our key boutiques in Mumbai, Chennai and Hyderabad and Pune.”

follows a selective distribution policy, essential to maintain the exclusive positioning of the brand. The distribution strategy is led by a flagship or premium store(s) in each of the key cities — Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Chandigarh and Pune. Delhi and Mumbai being the most important markets, the brand has deeper penetration here and intends to expand further.

Presently has more than 35 points-of-sales — flagships, boutiques, franchisee and multi-brand outlets. Jain shares, in the coming quarter aims at increasing the footprint in the two key markets of Mumbai and Delhi with large and medium format stores. The brand is looking at a growth of around 45 per cent year-on-year basis over the next three years.

image
Business Standard
177 22

Upgrade To Premium Services

Welcome User

Business Standard is happy to inform you of the launch of "Business Standard Premium Services"

As a premium subscriber you get an across device unfettered access to a range of services which include:

  • Access Exclusive content - articles, features & opinion pieces
  • Weekly Industry/Genre specific newsletters - Choose multiple industries/genres
  • Access to 17 plus years of content archives
  • Set Stock price alerts for your portfolio and watch list and get them delivered to your e-mail box
  • End of day news alerts on 5 companies (via email)
  • NEW: Get seamless access to WSJ.com at a great price. No additional sign-up required.
 

Premium Services

In Partnership with

 

Dear Guest,

 

Welcome to the premium services of Business Standard brought to you courtesy FIS.
Kindly visit the Manage my subscription page to discover the benefits of this programme.

Enjoy Reading!
Team Business Standard