Lacoste Shoe Competition 2013/14

Page 1

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

IDEA

SHARE

WIN

ENJOY




t r o p s l u f i t u a e b a s i e f Li Rome

Vienna

Lon

don

Paris

Amsterdam lona

Barce

ip 2016 Lacoste Eurotr



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