X

To Push Brand, Lacoste Sponsors ... Normal People

Nothing says 'premium brand' like Lacoste-clad waiters, right?
By Kate Seamons,  Newser Staff
Posted Aug 24, 2011 11:59 AM CDT

(Newser) – Some fashion companies sponsor celebrities. Others beg celebrities to stop wearing their clothing. Lacoste, of the famed crocodile logo, has taken a third tack: It's dressing normal people in its clothes. Waiters, busboys, and valets, specifically. Given, the brand has chosen to outfit the employees of some pretty posh places: Nobu's Hamptons location, Soho House, and Hotel Gansevoort, reports the New York Times. "As a consumer, you’re sitting there and Lacoste is all around you," says a partner at a marking firm that works with Lacoste.

story continues below

"But it’s not in your face screaming to you that there’s a branded moment here in the middle of your meal—it’s an elegantly disruptive activation," he explains. And it might be working: Though one might guess Lacoste's $90 polo shirts wouldn't fare so well in this economy, sales are up 25% over last year. Head to the New York Times for a colorful recounting of Lacoste's history, which began with a tennis player nicknamed "the Crocodile." (Read more fashion stories.)

We use cookies. By Clicking "OK" or any content on this site, you agree to allow cookies to be placed. Read more in our privacy policy.
Get the news faster.
Tap to install our app.
X