Lacoste will introduce a new subbrand this fall dubbed Lacoste Live, targeting a younger, more contemporary customer than its core sportswear collections. The label will carry unique branding supported by a separate marketing campaign. In addition, 60 dedicated Lacoste Live stores are set to open in the coming months, the first slated to bow in early September in New York’s SoHo neighborhood. Stores will follow in international markets including Paris, London, Berlin, Zurich and Tokyo.
“This is a new 360-degree concept that includes its own design team, stores, wholesale distribution and advertising,” said Steve Birkhold, chief executive officer of Devanlay U.S. Inc., the U.S. subsidiary of Paris-based Devanlay SA, the worldwide apparel and accessories licensee for Lacoste.
While the stores will open later this year, the first men’s wholesale collection for Lacoste Live will hit department and specialty stores next spring. Women’s wear under the new label will bow in fall 2011.
“At our retail partners, we expect Live to sit with denim and contemporary collections while the core Lacoste product will remain in sportswear departments,” explained Birkhold.
Prices for Lacoste Live categories will be on par with other Lacoste products, with polos at $79.50, wovens at $88 to $110, denim at $130 to $175 and jackets at $125 to $225. The differentiation will be in slimmer fits and more fashion-forward designs, such as optic prints and zigzag stripes on tops.
Lacoste Live will subsume the Lacoste Red product, which was the company’s previous contemporary initiative but which did not carry a unique label. Lacoste Live is projected to account for 10 to 15 percent of total U.S. Lacoste sales in its first years.
The first Lacoste Live store will open at 134 Prince Street, replacing an existing Lacoste boutique. Additional markets being considered for units include Los Angeles, Boston, Miami and Georgetown. “The new design will have a warmer, more casual feel than the stark, white environment of the traditional Lacoste shop,” said Birkhold.
Footwear, which is licensed to Pentland Group Plc, will be a key category in the new stores, comprising about 40 percent of projected sales. Lacoste Live product also will be available in the company’s 67 U.S. Lacoste boutiques and on the Lacoste e-commerce site.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)