Case study

Lacoste Footwear

Analysing brand delivery, staying in step with change.


In a fast-paced industry, Lacoste Footwear are constantly seeking new ways to create theatre and engage customers. Our brand audit provided the ideas and insight needed to drive sales.

Delivering moments of surprise is a key part of Lacoste’s philosophy, so they know how important it is to keep the retail environment fresh. Tasked with looking into VM activity in outlets across the UK and France, we assembled a team of consultants, including a French speaker. We visited Lacoste boutiques, key accounts, multi-brands, department stores and independent retailers – taking in locations in London, Manchester, Paris, Tours and Lyon – before compiling a detailed analysis of the brand experience instore.

We replayed our findings back to Lacoste’s international brand marketing team using a combination of observational critiques, detailed discussion and photography. The finished piece of work highlighted exciting new approaches for brand delivery, product presentation, retail guidelines and training of retail teams, all of which would help Lacoste continue to delight shoppers and drive sales.





Several new openings, including a flagship store in Japan, called for expert VM support.


Exuding the Regatta brand experience, with clear and consistent VM guidelines.
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