EXCLUSIVE: Lacoste Rolls Out New Store Concept

PARIS — Lacoste is angling for an upscale, sporty feel for its new store concept, carving out room for faster-growing categories likes shoes and accessories.
The new stores also emphasize the label’s trademark polo with a wall dedicated to the shirts as the company doubles down on its roots, reflecting its strategy for an e-commerce era.
As brands jockey for attention from today’s highly solicited consumer, many are refashioning physical stores as streamlined showcases meant to project the identity of a brand while offering a larger selection of products online.
Lacoste chief executive officer Thierry Guibert, who set teams to work drawing up the new concept around 18 months ago, launched the redesign project with the idea that customers should be able to see they’re in a Lacoste store before even exploring the merchandise.
“When you entered the stores, they looked nice but you couldn’t tell it was Lacoste,” said Guibert, of the previous model. He has opened two of the new stores in London and Paris, with a third slated to open in November in Los Angeles.
The wall of polo shirts in the first redesigned Paris store comes with its own section, featuring a tall counter meant for inspecting and folding the shirts,

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