×
470
Fashion Jobs
HARRODS
Technogym -Wellness Consultant
Permanent · LONDON
JOSEPH LTD
Full Time Menswear Supervisor (Mayfair)
Permanent · LONDON
MICHAEL KORS
Account Executive
Permanent · LONDON
OUTSIDE THE BOX RECRUITMENT
Flagship General Manager – Luxury Fashion – Regent st – £80k-£90k + Bonus
Permanent · LONDON
FOUR SEASONS RECRUITMENT
Online Customer Service Manager
Permanent · HUNGERFORD
FOUR SEASONS RECRUITMENT
Merchandising Manager
Permanent · LONDON
BIMBA Y LOLA
Part Time Sales Assistant Kings Road
Permanent · LONDON
BIMBA Y LOLA
Sales Assistant Richmond
Permanent · LONDON
BIMBA Y LOLA
Part Time Sales Assistant Notting Hill
Permanent · LONDON
FOUR SEASONS RECRUITMENT
Showroom Sales Representative
Permanent · LONDON
TOO FACED
Business Manager - John Lewis Brent Cross
Permanent · LONDON
OUTSIDE THE BOX RECRUITMENT
Ltrtw & Mtm Client Service Manager – Luxury Ladieswear – Knightsbridge – £30k-£40k + Comm
Permanent · LONDON
OUTSIDE THE BOX RECRUITMENT
Haute Couture Client Service Manager – Luxury Ladieswear – Mayfair– £40k-£60k + Comm
Permanent · LONDON
MAJE
Sales Supervisor, Full-Time - Harrods, London
Permanent · LONDON
BIMBA Y LOLA
Part Time Sales Assistant Canary Wharf
Permanent · LONDON
HEAD OFFICE
Brand Manager
Permanent · LONDON
BETTY BARCLAY GROUP GMBH & CO KG
Retail Operations Manager
Permanent · LONDON
RETAIL PERM
Beauty Salon Manager
Permanent · LONDON
TOO FACED
Business Manager - Liverpool - New Mersey Retail pk (Speke), UK
Permanent ·
TOO FACED
Business Manager - Lisburn Sprucefield sc, UK
Permanent ·
TOO FACED
Business Manager - Stockton on Tees Teeside, UK
Permanent ·
TOO FACED
Business Manager Tamworth Ventura RP, UK
Permanent ·
Advertisements

After London, Lacoste deploys new store concept in Paris, Geneva and Los Angeles next

Translated by
Nicola Mira
Published
today Oct 31, 2017
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Lacoste's new store concept is designed to place greater emphasis on the label's chic side. First tested in London, the French sportswear label's new retail environment was recently deployed in Paris, at the Beaugrenelle shopping mall, in a 150 m2 store showcasing all the brand's new features, its mood hovering between tennis-club locker room and sophisticated wardrobe.


The Lacoste store at the Beaugrenelle shopping mall, Paris - Lacoste


"It is a distillation of the essence of the brand and its creator, René Lacoste, in one venue: The Club," said Thierry Guibert, President of Lacoste and a tennis aficionado. "The club atmosphere is apparent from the exterior. The open-plan lay-out recalls a tennis court, and lets daylight pour in. The green concrete panel is a nod to René Lacoste's training wall."

Gone are the acidic colours and the school-courtyard feel of Lacoste L!ve, featured in some stores designed according to the previous concept, Agora, launched in 2012. Inside 'The Club', the tone is set right from the entrance, with an alternance of wood and punched leather, Lacoste clearly showing it intends to "push ahead with the brand's premiumization on international markets," as stated in a press release.


Lacoste


In terms of colours, the ever-present green and white are a must. The whole Lacoste world now centres around the brand's roots and signature assets, notably the polo shirt. An entire wall is dedicated to Lacoste’s leading product, with a vast colour palette, showcasing the various style options and highlighting novelties.

In parallel, the outcome of the work carried out over several years to coordinate Lacoste's various product categories is now apparent. Customers will find a coherent in-store range featuring apparel, accessories and footwear, all of them displayed in special niches in which are also scattered, concept-store fashion, several interior decoration elements such as vintage rackets. "A reference to the aesthetic codes of René Lacoste's locker room at the historic Chantaco Golf Club, with a bench you can sit on and a rack where you can hang your tennis kit," wrote Lacoste.


Lacoste


The reception too has a new look, displaying digital content about the brand and its products, and introducing a re-designed counter.

"The counter's curved design is inspired by motion, while the bent wood signifies expertise, with comfy chairs adding the finishing touch to the ensemble," wrote the label in the press release.

The Beaugrenelle store is the first of Lacoste's 14 Parisian stores to feature the new ‘Club’ design. In the Paris region, where the brand operates 29 stores, the Vélizy opening will adopt the new look. Above all, Lacoste is keen to deploy the concept internationally, in Geneva and Beverly Hills, on Rodeo Drive, to give greater visibility to its new retail style.

The French brand, owned by Swiss retail group Maus Frères, currently operates 1,200 stores worldwide, and topped the €2 billion revenue mark last year.

Copyright © 2019 FashionNetwork.com All rights reserved.