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Director and Chief Executive Officer Lacoste India
How do you see the outlook of women vs. men towards fashion?
Men are brand and fit conscious, looking for cleaner and simpler styling. Our female customers had earlier been associated with Lacoste as a brand for the men in their lives-father, brother, friend, husband or boyfriend. Therefore, this year Lacoste has undergone a major shift in its brand strategy on a global platform. We have dedicated more focus to our women customers.
The perception and attitude of women towards fashion has changed. With the rising disposable income, women are also ready to spend a substantial amount for personal grooming and styling. Whether be the workplace, a casual get-together, a formal evening party, or an outing with friends; it’s all about looking good and eventually feeling confident.
Having understood and respecting their preferences, we believed we should give them more opportunities to wear Lacoste. Hence, the shift in focus, leading to creation of more innovative styles and fits.
Accordingly, in future what kinds of trend could be in vogue?
Following the change in strategy, this season we have introduced new fits in our Polo offering for women that are more feminine, and have a flattering fall with a very supple fabric.
Therefore, the solid Polo range itself offers more than six different styles in a host of colors. The LBD’s have also gone through a makeover, with A-line cuts, provision for belts and are available in short and long avatars.
Diligent details like these collectively add to a greater appeal of the garment. All these styles are offered with different color palates in line with new seasons’ trends. The sailor neck tops, dresses with dropped armholes, softer fabrics like supple petit pique, cotton silk, and cotton viscose have been introduced into the collection.
The straight cut Polo shirts have become flattering, this classic style is also extended to tunic tops, rugby dresses and elegant evenings wear. Refined fabric treatments, luxurious fabric combinations with use of silk in summer keeping the garment cool.
However, all these changes never compromise on the relaxed elegance which is the ethos of the brand.
Trends in vogue this season include luxurious tailoring with the use of indulgent fabrics, attention to detail and color blocking.
How do you see your market in semi-rural and built-up areas? Moreover, where are you planning to expand your footprints?
We currently, have our presence in metros with more than 37 points of sales – flagships, boutiques, franchise and MBO’s across India.
We have recently opened a point of sales at Maldives. Over the past 18 months we have opened boutiques in Mumbai, Pune and Hyderabad. An exclusive Lacoste L!VE - boutique has been opened at Select CityWalk, New Delhi.
We are closely monitoring the new developments in Tier 2 markets, as well.
At present, our focus is to strengthen our footprint in the metros and then following it up with key Tier2 markets like Pune, and Chandigarh.
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