By  on July 12, 2010

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.

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