Retail brand, Lacoste has a new flagship store, pop-ups and is currently planning two renovations for 2022. The fashion retailer is making waves in brick and mortar. Their physical stores have been significantly profitable and have increased overall e-commerce sales in markets where their stores are located. Physical and digital have intertwined seamlessly for Lacoste’s brand, making them an omnichannel company that truly benefits from both sides.
When asked if brick and mortar was still an important aspect of Lacoste’s retail business, CEO Robert Aldrich said, “Definitely. And I don’t see that waning at all. We’ve invested heavily in our physical network, both our stores and healthy wholesale business. We’ve got two very important stores being renovated right now, one in Atlanta and the other in Miami. The Miami store, in the Aventura Mall, is moving to a newer part of the mall later this year and will probably double in size.”
With Lacoste’s new stores opening this year, they will offer customization options for consumers. The customization element will allow shoppers to pick patches, embroidery, material or color options for their items. Personalization has become a common in theme in retail, and Lacoste plans to take advantage of that. This will give consumers a unique shopping experience while in Lacoste locations.
The brand also plans to expand their pop-up shops as well, as they have become extremely valuable to the company.
“I see these kinds of ephemeral retail concepts as really valuable. The customers like them, but they also let us test and learn new concepts that then go into our permanent stores. The customization we’re doing at Miami right now is giving us experience that we’ll take to our permanent stores. The other incredibly valuable thing about retail is that it’s marketing, too. It energizes the brand in the market where it’s located,” said Aldrich.
Source: Lacoste – Glossy
Photo Credit: Lacoste – Glossy
