Lacoste Competition Winners 2013/14
Research
Brand
Founded in 1933 by René Lacoste and André Gillier Headquarters based in Troyes, France Offers clothing, shoes, leather goods, perfumes, glasses, watches, jewellery & homeware Stores present in 114 countries Has standalone stores along with UK consessions in John Lewis Wholesale turnover of €1.6 billion in 2011 (90% from France) On average, two Lacoste products are sold every second around the world
Channel
Adidas Base Converse Dr. Martens H by Hudson
Founded in London (1981) First stand alone store in 1984 Currently holds the largest shoe lounge in Europe 153 sites globally 99 stand alone ( 91 UK based) 48 concessions in stores such as Selfridges, Harvey Nichols, House of Fraser & Topshop ÂŁ236 million sales recorded in 2013 - a rise of 15% from 2012 Large online presence - ÂŁ23 million online sales
Fred Perry Jeffrey Campbell Hunter Timberland New Balance
LACOSTE Nike Poste / Mistress Puma Ralph Lauren Ted Baker Toms Ugg Australia Vans Birkenstock Ask The Missus
63 more...
User Persona Age: 19 Location: London, UK Occupation: Geography student & part time bar work Relationship Status: In a relationship (6 months) Interests: Sports, Photography & Technology Music: Bastille, Disclosure, Kanye West & Frank Ocean Films: Shawshank Redemption, Step Brothers & Argo Brands: Ralph Lauren, H&M, Topman, Levis, Converse & Nike Social Media: Facebook, Twitter, Instagram, Vine & Tinder
Survey Results Most Popular Brands
57% 43%
Which type of shoe do you like?
1. 2.
56%
43%
32%
casual
smart
sports
3. Which materials do you like? 4.
43%
26%
17%
13%
suede
leather
synthetic
canvas
5.
Shape
How much would you pay (ÂŁ)? 35-49
50-64
Comfort 95+
18.
20-34 5-19
What is the most important thing about a shoe?
65-79 80-94
Materials Brand Price Ethics
Trend Prediction Decrypt
Focus / Parklife
Street Style
Lacoste Ethos
LIFE IS A BEAUTIFUL SPORT luxury
lust for life
heritage
lifestyle
Innovator
effortless elegance
inventor
comfort
inspire
authentic
joie de vivre
Lacoste - The Innovator
1926
The First Crocodile Robert George embroids the animal onto Lacoste’s white tennis shirt
1921
Lacoste wins his first tournament on the courts of the Tennis Club de Paris against Antoine Gentien
1964
1963
Rene Lacoste invents the steel tennis racket
1932
1927
The L.12.12 Polo Lacoste creates the first polo shirt
Rene Lacoste invents the Tennis Ball Pitching Machine
1963
1933
Industrial production is launched of the L.12.12 Polo creating the Lacoste brand
Lacoste files patent for the anti vibration pad
The first tennis court shoe is designed ‘’Le Soulier Lacoste’’
1974
Lacoste invents the ‘damper’
1988
The patent for the ‘EQUISYSTEME’ is registered and the ‘Equijet’ racket is invented
Everyday Innovation
Rubber bands used as anti-slip hangers
Ketchup bottle used as pancake batter dispenser
Old forks bent to make coat pegs
Spaghetti inside sausages
Collander used as ice bucket for drip-free ice
Design
Design Inspiration
Colour Story
Legacy
Natural Vintage
Classical
Materials - Mood Board
Material Overview upper
midsole
outsole
insole
Suede
Leather
Moulded EVA
Rubber
Silicone
Type of leather with a napped finish made from the underside of lamb, goat or calf skin.
Durable and flexible material created by the tanning of animal rawhide and skin, often cattle hide.
Ethylene vinyl acetate (EVA) is the copolymer of ethylene and vinyl acetate.
Harvested in the form of latex. Rubber is a combination of several polymers of the organic compound isoprene.
Silicones are polymers that include silicon.
Suede is soft, pliable but strong which makes it a very popular choice for the upper of a shoe. Suede will be the main material used.
Features high tensile strength, resistance to tear and flexibility. Leather will be used as highlights on the upper.
Flexible and resilient at low temperatures and shock absorbent, EVA has a wide use range. Compression moulded EVA will be used for the midsole.
Rubber is elastic, waterproof and is a good electrical insulator. Non marking rubber will be used for the outsole.
Silicone is hypoallergenic, non-toxic and odourless. It is also very durable. Silicone within a synthetic fabric will be used for the insole.
Logo Analysis
Nike
Adidas
Puma
Vans
New Balance
Asics
Lacoste
?
Current Logo
Logo Development
Refined Logo
Initial Designs
Sole Development
Sole Design
The 1963 Trainer
Shoe Box
Marketing
Display
Office Online
1
Concept.
The App. Fixing a flipflop
Everyone has an innovator within them, whether they have invented the best sandwich combination or a radical new product...
A new food combination
2
Concept.
Utilising Social Media
#InnerInnovator
What better way to celebrate “life is a beautiful sport” than being able to explore some of Europe’s coolest capitals...
Life is a beautiful sport
Competition
#InnerInnovator
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ip 2016 Lacoste Eurotr