HistoryThe Lacoste company was founded in 1933 and takes its name from Rene Lacoste. Rene Lacoste did not like the traditional shirts used for tennis and teamed up with Andre.
Origin of the Crocodile
The American press nicknamed Rene Lacoste the "Crocodile". A friend of Rene's,
Robert George, drew a crocodile.Embroidered on the blazer that he wore on the court from then on.
Quality - They use high-quality materials combined .
Simple - Most of their products have a clean simplicity to them.
Detail - Lacoste likes their shoes to be distinctive and easily identifiable.
Fine details are very important to them, from the color of the stitching to the shoe lining.
History Fred Perry was born in Stockport, England and he is famous as the last Englishman to win the Wimbledon men’s singles title.
Fred Perry was the World’s No. 1 tennis player from 1934 to 1938.
Fred Perry collaborated with Tibby Wegner to invent the sweatband in the late1940’s and the pair then went on to launch a sports shirt in 1952 (at Wimbledon).
The Fred Perry laurel logo was based on the old Wimbledon symbol.
Fred Perry polo's have been associated with the Mod scene for years.
British brand while expanding into a global market.
Among the changing sportswear brands, I chose Lacoste and Fred Perry as examples to closely examine. Because they are undergoing dramatic changes to branch out to the casual wear market. Therefore they have both the original trait as a sportswear brand and the creativity and uniqueness as a casual wear brand.
By comparing with other brands in the ‘Price: (high to low) (Functional to fashion)’ matrix diagram, pursuing brand will be located at the ‘Fashion and high price sector’ along with brands such as Lacoste and Fred Perry’.
