Last spring, the retailer featured three colors, and this year it has been expanded to six colors. The women’s and men’s Lacoste shirts retail for $95, while the kids’ short-sleeved shirts are $55 and long-sleeved versions are $65.
The women’s and men’s Lacoste for J. Crew shirts “have more of a J. Crew cut. They’re slimmer and more fitted,” said a J. Crew spokeswoman.
J. Crew’s April catalogue also devotes a double-page spread to a short history of the Lacoste polo shirts, with photos of the classic crocodile logo, a vintage Lacoste advertisement, and photos of Rene Lacoste at the French Open in 1927. The back page of the catalogue is devoted to the J. Crew for Lacoste polo shirts.
“We saw its success last year and everyone was very excited about it,” said the J. Crew spokeswoman.
Joëlle Grünberg, president and chief executive officer of Lacoste North America, said, “Lacoste has a history of collaborations with designers, artists and well-known brands. In the past years our collaboration with the Campanas brothers, Peter Saville, Maison Lesage, Osamu Tezuka, Honet, Micah Lidberg and many others have been great successes. We also do collaborations or limited editions with retailers, it has been the case with Colette in France, with Addict in the U.S. and with J. Crew. We strongly believe in the curated assortment of J. Crew and their artistic direction. Lacoste has a great place in their vestiaire. This is the second season and we will hopefully have many more to come. The vintage crocodile developed for that polo is a great success.”
J. Crew is also known for its tie-ups with other brands, which have ranged from Sperry Top-Sider and Red Wing boots to the winners of the CFDA/Vogue Fashion Fund.
J. Crew has been struggling with declining sales and profits. Late last year, as the company revealed higher losses and lower sales, chairman and chief executive officer Millard “Mickey” Drexler said, “It goes without saying that much of the retail industry is experiencing dramatic changes. I can only speak to my own business and know we are capable of performing at a much higher level. Our results are still not where we would like them to be.”
The retailer has recently put greater focus on its heritage products such as polo shirts as well as ballet flats, cashmere, the Jackie cardigans, the Regent blazers, washed shirts and denim. That has led to less emphasis on the higher-priced J. Crew Collection products.