Lacoste steps up youth drive with 'Live'

French apparel major Lacoste has launched its youth-focused brand Lacoste Live in India. Lacoste Live is the revamped version of Lacoste Red, which was a youth-centric collection under the main brand. The first Live store was opened in Berlin this February.

Starting from its first store in Delhi’s Select City Walk in Delhi this July, the brand plans to open two to three exclusive outlets of Live in Mumbai and Delhi in the coming months. Live will also be housed in the large stores of Lacoste, says Rajesh Jain, chief executive and director of Lacoste India.

“Lacoste Live was brought to India to attract the huge young population towards Lacoste,” says Jain.

 

Lacoste Live is priced lower than the main brand by 5 per cent. During the Spring-Summer period, Lacoste is expecting around 10 per cent of its overall apparel sales coming from Live.

Lacoste, the crocodile brand which set foot in India in the early 90s, has 32 points of sale in the country, out of which six are franchisee-owned. Lacoste plans to double its points of sale in the next three years.

“India is an extremely important market for the Lacoste system, not so much as a percentage of the global volumes today but it is a strategic market with immense potential,” says Jain.

He added that Lacoste was looking at a growth of 45 per cent in its business this year and around 200 per cent growth in the next three years. “Lacoste is more keen on opening company owned stores, but, is open to franchisees as well if it is a good offer,” says Jain.