Learn how Lacoste is growing its brand globally while reaching operational excellence

Lacoste & Launchmetrics

Established by the French tennis legend René Lacoste in 1933, Lacoste has been recognized by its sporting values of high standards, fair play and daring. Through the generations they have passed down these values and have cultivated elegance as a way of being.

Lacoste’s Challenge

Lacoste faced multiple changes and challenges in the form of changing consumer preferences and rules of influence, the existence of un-organized information and inhomogeneous market metrics. In the face of these difficulties, the company decided to set as their main goal the improvement of their position within a new diverse market. To achieve this, Lacoste had to create a reliable system that its PR team could use and, at the same time, the company needed to grow its brand performance to continue to thrive in a shifting market.

The Solution

Lacoste turned to Launchmetrics’ solutions to help the brand adapt to new consumers preferences. By integrating the entire Launchmetrics Brand Performance Cloud, Lacoste was able to drive efficiency and improve the brand overall. In terms of the brand’s operations, with the Brand performance cloud, the team were able to access a developed system for samples management. As a result, the company has reduced the number of sample sets it needs to produce, whilst also ensuring maximum visibility. Additionally, the integrated Contacts and Events solutions has supported a smooth event organisation process, with all contacts details easily shared across the global team. This has allowed the teams to review the results of different events globally, increasing team efficiency and performance of their events. With Launchmetrics Discover, the Lacoste team has transparency of their Media Impact Value™, which has enabled the team to measure and benchmark the impact of all media placements through clear data reports.

The Result

• Optimized their samples capabilities, improving the efficiency inventory ratio while developing a clean database
• Increased the impact and efficiency across all communication activities
• Obtained greater visibility in overall brand performance, supporting the development of further strategies

“Launchmetrics has given us accessibility and transparency across the PR team at Lacoste. We feel supported by Launchmetrics’ software, but also their friendly team. Their value cannot be compared or estimated.”

DENIS BUFFART
Head of PR & Collaboration at Lacoste