The Lacoste flagship store opened in spring 2022 at 50 Avenue des Champs-Élysées in Paris. Lacoste occupies a commercial corner space that extends over 1600m². The whole universe of the crocodile brand has been reinvented with some interesting marketing innovations. The opening of this flagship store is part of the brand’s development plan since its acquisition in 2012 by MF Brands. Follow us for an analysis of this unique location and its customer experience.
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Lacoste in figures
- 90 years: the brand was created in 1933 by René Lacoste
- 2.2 billion Euros in sales by 2022
- 19% of sales are carried out in the United States, 18% in France
- 4 billion euros: the sales target by 2027
- 30%: the share of e-commerce in the brand’s sales
- 1600 m²: the surface of the flagship store on the Champs-Élysées
- 9,500: the number of items presented in the Champs-Élysées flagship store
- 1,000 sq.m.: the surface area of the London flagship store that will open in February 2023 on Regent Street.
Lacoste has been present on the Champs-Élysées for a long time. The previous store, located on the other side of the street (at number 95), had a sales area of 400 m². On May 20, 2022, the crocodile brand moved into a new commercial space 4 times bigger. This opening heralds others: in February 2023 in London before a possible third opening in China.
Flagship store Lacoste: customer experience on 3 levels
The first impression of the Lacoste flagship store is that it is big. Very big. Here, the customer experience is deployed on 3 levels according to a fairly classic pattern. The universes are clearly defined (sneakers, men’s, women’s, children’s, etc.).
The customer experience can start in 2 ways. Either from the right, staying on the street level, or taking the stairs directly to the next level. You won’t be surprised to read that the overwhelming majority of customers start their visit to the store on the street level and end it by going down the stairs. These stairs are scary. They are very intimidating.
The very large surface area of the store allows the entire brand universe to be presented. This is all the more important since Lacoste has regained almost all the rights to the previously licensed products.
Flagship store Lacoste: projections and LED tiles
The flagship store makes great use of video technology, including two impressive video “tunnels.” In one of them, an animated projection on the floor takes place; in the other, it is a projected video that summarizes the brand’s spirit. It is quite immersive and energizing and corresponds well to the “young” image sought since 2012.
The creation of these tunnels also met an architectural imperative (connecting 2 parts of the store) and was transformed into an element of the customer experience. The tunnel is supposed to represent the last moment of concentration for the athlete before entering the court. This (tennis) court is also the modern arena, and it will not have escaped you that the Lacoste flagship is called Arena.
Personalization of Lacoste products
As in almost all the big flagship stores of sports brands (see the example of Lego), Lacoste also has a customization workshop. Located on the top floor, it offers multiple possibilities, including choosing your crocodile. The brand was inspired to propose a wide range of crocodiles in the colors of different countries. At 10€ per crocodile, it’s a small pleasure that generates a great margin.
The workshop is there to make your product unique, and, as you will see, the combinations are endless to differentiate you.
Flagship store Lacoste: the Lacoste polo shirt carousel
And then there’s the Lacoste polo shirt carousel. The idea is brilliant, with a touch of technology that will make the customer stop. Since the iconic polo shirt’s creation in 1930, many variations have been added to the line since Maus Frères took over the brand in 2012. To help the customer navigate through them, this carousel is perfect. A configuration interface is available on a touch screen. Once you select the Lacoste polo shirt of your dreams, activate the carousel, and your shirt arrives.
The device has a great effect. It’s very entertaining and gives you a good idea of the range.
A few words to conclude
The new Lacoste flagship store is considerably larger than the one previously installed on the other side of the Champs-Elysées. Some critics have complained that the size is too big for the range of products. We did not get this impression.
What we found more annoying, however, was the strange customer experience. The stairs are intimidating and do not encourage going directly to the upper floor. Another space in the basement (the “guest room”) has no defined function in the customer experience (and was not accessible during our visit). One wonders why such a space was reserved for them.
In short, only some things are perfect, but we found the customer experience to be very dynamic and in keeping with the brand’s rejuvenation since its takeover by MF Brands. The staff is charming, and you’ll enjoy a visit the next time you’re in Paris.
Posted in Marketing.