Post by Kev on Mar 25, 2004 16:47:38 GMT -5
When Mr Crocodile himself, Michel Lacoste, arrived in Liverpool yesterday he was keen to dismiss any "misconceptions" about his family's brand.
To prove the point, Michel has selected Liverpool as the location for the family's largest independent store in the country, right next door to next to Wade Smith.
The Liverpool love affair with Lacoste began in the mid-1980s. A culture of trendily-dressed young football supporters engulfed the city, creating an explosion in designer labels.
Along with Sergio Tacchini and Kleim, Lacoste was one of the most desirable labels and Liverpool fans travelling to the continent for European Cup games couldn't wait to get their hands on it.
Michel, 60, who was born in Paris and is one of seven children, is confident his new 'boutique' store will be a success in Liverpool.
And he denies claims that fakes of his family's brand are readily available.
The director general of Lacoste - his brother Bernard is chairman - says: "I amnot sure that there are many fakes around. The crocodile (the brand's official logo) has been very happy in Liverpool for a long time and we have had an excellent relationship with Wade Smith, which sells our brand, for more than 20 years.
"We are always looking for new opportunities. I believe the Lacoste name is already a success in the city and we now hope to go on to further successes."
Dressed in a Lacoste polo shirt, Lacoste trousers, shoes, belt and watch, Michel talks excitedly about how he believes the crocodile to be there for the "happy moments in life".
By this, he explains, he means sports, travel and leisure. (Presumably he doesn't realise that most people who wear Lacoste in the city travel to the football rather than the Seychelles).
He says: "Some may say our main target age group is the 25 to 35-year-olds but our brand is available to literally everyone from the age of seven through to 97."
This could be true. But I have to seriously question how many 97-year-olds are hiding Lacoste tracksuits in their wardrobes.
But then again, Michel, who is nearing pensioner status himself, is a keen sportsman. Although born in Paris he now lives in Geneva and goes skiing virtually every weekend in the Alps. He also goes jogging at least three times a week.
The Lacoste name was launched 70 years ago when Michel's father, tennis star Rene Lacoste, decided to manufacture the perfect tennis shirt designed to beat the heat of summers in America where he won the Davis Cup. Rene went on to win the French Open on three occasions and Wimbledon twice.
His design - a white polo shirt with a ribbed collar and short sleeves and made from a light knitted fabric - allowed greater freedom of movement. It also featured a crocodile on the left breast - the first time a logo was used on the front of a shirt - and became known as the 12.12. The design replaced the traditional long sleeved shirts worn by the players.
As to the origin of the famous crocodile? That dates back to 1923 in Boston when Rene made a wager with his Davis Cup teamcaptain that if he won a certain match he would buy him an alligator suit-case. An American journalist coined his nickname writing: "He didn't win the bag but he fought like an alligator."
Back home, alligator became crocodile and very soon Rene's tennis blazers were sporting an embroidered crocodile, designed by his friend Robert George.
And Michel says the crocodile has a long future ahead.
He adds: "With 17 children and 15 grandchildren - this number is changing all the time - we certainly have lots of young crocodiles around for future."
And they're definitely not fakes.
Top 5 Lacoste sellers
1 Men's two-tone sports tracksuit in mid-blue, navy and white
2 Men's cheque shirt
3 Children's crocodile print T-shirt
4 Women's multi-stripe fashion tracksuit. Most popular in pink
5 12.12 original polo shirt
Some of their clothes lacoste a lot!!!
To prove the point, Michel has selected Liverpool as the location for the family's largest independent store in the country, right next door to next to Wade Smith.
The Liverpool love affair with Lacoste began in the mid-1980s. A culture of trendily-dressed young football supporters engulfed the city, creating an explosion in designer labels.
Along with Sergio Tacchini and Kleim, Lacoste was one of the most desirable labels and Liverpool fans travelling to the continent for European Cup games couldn't wait to get their hands on it.
Michel, 60, who was born in Paris and is one of seven children, is confident his new 'boutique' store will be a success in Liverpool.
And he denies claims that fakes of his family's brand are readily available.
The director general of Lacoste - his brother Bernard is chairman - says: "I amnot sure that there are many fakes around. The crocodile (the brand's official logo) has been very happy in Liverpool for a long time and we have had an excellent relationship with Wade Smith, which sells our brand, for more than 20 years.
"We are always looking for new opportunities. I believe the Lacoste name is already a success in the city and we now hope to go on to further successes."
Dressed in a Lacoste polo shirt, Lacoste trousers, shoes, belt and watch, Michel talks excitedly about how he believes the crocodile to be there for the "happy moments in life".
By this, he explains, he means sports, travel and leisure. (Presumably he doesn't realise that most people who wear Lacoste in the city travel to the football rather than the Seychelles).
He says: "Some may say our main target age group is the 25 to 35-year-olds but our brand is available to literally everyone from the age of seven through to 97."
This could be true. But I have to seriously question how many 97-year-olds are hiding Lacoste tracksuits in their wardrobes.
But then again, Michel, who is nearing pensioner status himself, is a keen sportsman. Although born in Paris he now lives in Geneva and goes skiing virtually every weekend in the Alps. He also goes jogging at least three times a week.
The Lacoste name was launched 70 years ago when Michel's father, tennis star Rene Lacoste, decided to manufacture the perfect tennis shirt designed to beat the heat of summers in America where he won the Davis Cup. Rene went on to win the French Open on three occasions and Wimbledon twice.
His design - a white polo shirt with a ribbed collar and short sleeves and made from a light knitted fabric - allowed greater freedom of movement. It also featured a crocodile on the left breast - the first time a logo was used on the front of a shirt - and became known as the 12.12. The design replaced the traditional long sleeved shirts worn by the players.
As to the origin of the famous crocodile? That dates back to 1923 in Boston when Rene made a wager with his Davis Cup teamcaptain that if he won a certain match he would buy him an alligator suit-case. An American journalist coined his nickname writing: "He didn't win the bag but he fought like an alligator."
Back home, alligator became crocodile and very soon Rene's tennis blazers were sporting an embroidered crocodile, designed by his friend Robert George.
And Michel says the crocodile has a long future ahead.
He adds: "With 17 children and 15 grandchildren - this number is changing all the time - we certainly have lots of young crocodiles around for future."
And they're definitely not fakes.
Top 5 Lacoste sellers
1 Men's two-tone sports tracksuit in mid-blue, navy and white
2 Men's cheque shirt
3 Children's crocodile print T-shirt
4 Women's multi-stripe fashion tracksuit. Most popular in pink
5 12.12 original polo shirt
Some of their clothes lacoste a lot!!!
