Ralph Lauren: Profit In The US Dollar

Corp. disclosure is affected by the rise in the US dollar

Reduction, fourth quarter

A 19% drop in the same period, but the group also announced a $500 million increase in repurchase value, a quarterly gross margin of 55.4%, a decrease of 80 basis points compared with 56.2% in the same period last year, mainly due to a more intense discount environment.

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LACOSTE because its development is slower than the intergenerational replacement, the image of the "old school" has also been set up.

Data show that in the past five years, the classical style and the average amount of consumption per customer in LACOSTE shop have hardly changed.

This problem is particularly evident in the Chinese market.

Although LACOSTE launched the LACOSTEL! VE sub line specializing in the youth market in 2010, but for the domestic young consumers, compared to Zara, H&M, Uniqlo and other fashion fast fashion brands, LACOSTE's so-called "younger" Polo sweater and sportswear are still "dull".

At home, LACOSTE has put a lot of effort into solving the most basic problem of brand identification.

When the French crocodile LACOSTE entered the Chinese market, it argued with the Hongkong crocodile (Crocodile) and the Singapore crocodile (Cartelo) for trademark rights, making people see that the logo of crocodiles was also confused.

Although LACOSTE is more high-end and internationalized than any of the other two brands, Yao Weixiong, chief executive of China, once said, "we have also tried to solve this problem in a positive way these years. For example, we have been sponsoring the Masters Cup, our street poster ads and other high-end positioning", but the confusion of these three crocodiles still kept LACOSTE in a period of time without leaving a clear high-end brand positioning in China.

Until 2006, Hongkong crocodile agreed to replace Logo, and Singapore crocodiles were also rare in the market.

After eliminating the interference, LACOSTE will have to face up to the problem of "who is our consumer".

In 2013, LACOSTE took 8 months to explore the future of the brand. In the United States, China, and France, they and customers conducted a focus group research that finally decided a brand new orientation - more fashionable and more high-end.

Former CEOJos e LuisDuran said, "I want to build LACOSTE into high-end quality products."

Obviously, the L! VE series can not meet the requirement of being younger on the basis of sports wind.

Therefore, the 2015 latest series of tennis costumes is not so much a return to the field as an experiment of new positioning.

"Tennis is a more high-end sport. Choosing this sport actually has the opportunity to enhance brand value."

Zhang Qing, the founder of sports consulting firm, has commented on Uniqlo's tennis shirt.

Of course, LACOSTE is more than that.

It has brought the glory of Ren Lacoste when she first created this brand - LACOSTE has not felt this for a long time.