‘Athleisure’ is the dominant fashion trend of our time and French clothing brand Lacoste is one of the chief exponents of it.
In fact, according to Lacoste EVP of Marketing and Branding Sandrine Conseiller, it was the eponymous René Lacoste himself who pioneered the trend in the early 20th Century, when he decided to wear the same signature polo shirt in competition on the tennis court, as well as off it.
Speaking backstage at the Leaders Sport Business Summit in London in October 2018, Conseiller explained how Lacoste continues to stand out form the competition in an increasingly crowded athleisure market.
Conseiller, who joined the company from her position in global brand marketing at Unilever in 2015, manages the Lacoste brand at every customer touchpoint, including CRM and sports marketing.
In this brief interview, she also explains:
- How the brand measures ROI on all its sports marketing efforts;
- Why Novak Djokovic is the model embodiment of the Lacoste brand;
- How to approach Lacoste with a sponsorship proposal;
- The key differences between marketing FMCG brands compared to fashion brands.
Sandrine speaking alongside Emily Caroe, Founder & Director, Mallory Group at The Sport Business Summit during Leaders Week London 2018.
The Sport Business Summit
18 - 19 July 2019