To Push Brand, Lacoste Sponsors ... Normal People

Nothing says 'premium brand' like Lacoste-clad waiters, right?
By Kate Seamons,  Newser Staff
Posted Aug 24, 2011 11:59 AM CDT
To Push Brand, Lacoste Sponsors ... Normal People
Shoppers walks by a store of the label Lacoste during the sales on August 19, 2011 in Berlin, Germany.h.   (Getty Images)

Some fashion companies sponsor celebrities. Others beg celebrities to stop wearing their clothing. Lacoste, of the famed crocodile logo, has taken a third tack: It's dressing normal people in its clothes. Waiters, busboys, and valets, specifically. Given, the brand has chosen to outfit the employees of some pretty posh places: Nobu's Hamptons location, Soho House, and Hotel Gansevoort, reports the New York Times. "As a consumer, you’re sitting there and Lacoste is all around you," says a partner at a marking firm that works with Lacoste.

"But it’s not in your face screaming to you that there’s a branded moment here in the middle of your meal—it’s an elegantly disruptive activation," he explains. And it might be working: Though one might guess Lacoste's $90 polo shirts wouldn't fare so well in this economy, sales are up 25% over last year. Head to the New York Times for a colorful recounting of Lacoste's history, which began with a tennis player nicknamed "the Crocodile." (More fashion stories.)

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