As explained by 'The Business of Fashion' Lacoste is going for bigger and better shops following the opening of a new 900 square metre shop in London. It is the second shop to adopt this new concept, following the opening of the "Lacoste Arena" a year ago in France, on the Champs Elysées, which has twice as many square metres as the one that opened in the London capital.
With these openings, the brand aims to showcase a broader product offering to shoppers in larger, more experiential spaces. According to Catherine Spindler, Deputy CEO of Lacoste, it will be the first time that Lacoste will offer shoppers a full range of products, including its perfumery, jewellery and watch lines, in one space. "It's something new for us, because we usually have smaller shops. It's the best way to be able to really express and embody all the different categories," explained Lacoste's Deputy CEO.
The new retail concept is designed to better highlight these categories and will be an important part of the strategy to drive success. Footwear, as the Anglo-Saxon fashion portal explains, takes pride of place in the London shop, with a giant wall display featuring the new L003 trainers. In addition to this footwear area there are large golf, tennis and fitness collections, and ready-to-wear for women, men and children. In the London shop, more than 4,000 items are available.
Visitors have a lot to interact with and this leads to a rewarding experience. The back of the shop houses a rotating concept space, currently filled with retro arcade machines to promote a current deal with Netflix and its hit series "Stranger Things". Upstairs, shoppers can personalise their polo shirts with monograms and a limited edition crocodile emblem of their choice. "We believe physical retail is about experience and the ability to surprise people," Spindler details. "We have to maintain our authenticity, but continue to reinvent ourselves and surprise people."
The brand has announced that in 2024 it will open a new space in New York and also in Asia, although it has not yet specified where.