When LACOSTE approached JWALK, it was a brand in need of a jumpstart. LACOSTE was a heritage brand whose heritage had been diluted and whose cultural relevancy was dwindling. JWALK's challenge was to find a way to rejuvenate LACOSTE by repositioning the brand to gain equity among a hipper, younger, more in-tune consumer set, all while maintaining its core identity as a French mainstay.
As LACOSTE's North American Agency of Record, JWALK has employed a comprehensive marketing strategy, leveraging interconnected platforms in the digital, social and experiential spheres to re-imagine the brand's historic identity and catapult it back to the top of the collective consciousness.
For JWALK's first project - launching LACOSTE's new brand, LACOSTE L!VE - the goal was to build buzz around the brand among an entirely new consumer set in a uniquely compelling way. JWALK created a physical hunt to 'catch the croc' - incentivizing SoHo's trendsetter community to find the 3,000 miniature red crocodiles handed out by street teams around New York's hottest neighborhoods.
Once in store, JWALK ensured LACOSTE's new brand identity would be cemented. A series of in-store parties aligned LACOSTE with live art battles and the city's hottest up-and-coming bands and DJs, garnering for LACOSTE an entirely new wave of cultural capital.
To extend L!VE's reach and to ensure its continuity across every consumer touchpoint, JWALK launched the LACOSTE L!VE blog, LACOSTE's first North American digital initiative, building blog content around culturally relevant trends in music, fashion, art, technology and events.
L!VE AT COACHELLA
Leveraging JWALK's connections and expertise, LACOSTE's Coachella house has now become one of the most legendary parties at the event. This year, leveraging JWALK's relationship with Clear Channel, both I Heart Radio and LA's 98.7 FM stations broadcasted LACOSTE L!VE from Coachella, further expanding the brand's reach.
SPIN MAGAZINE CONCERT SERIES
JWALK partnered LACOSTE L!VE with SPIN Magazine for a concert series on the publication's roof, introducing the brand to key tastemakers and providing contest for all of LACOSTE L!VE's social media channels.
WILLIAMSBURG WATERFRONT CONCERT SERIES
Featuring bands like Gotye, Jane's Addiction, and My Morning Jacket, JWALK produced for L!VE a 17-show music series on the Williamsburg Waterfront, introducing the brand to thousands more music fans.
JWALK recast LACOSTE's social media platforms in a new light, focusing content around the cultural trends in which LACOSTE is involved, making it a platform for interconnected promotion and organic content.
JWALK conceptualized, built, and launched the proprietary technology LACOSTAGRAM, aggregating real-time fan photos on a digital outlet to give the brand's consumer another outlet to connect.
JWALK launched the L!VE LOVES music program, wherein up and coming bands are invited for exclusive interviews and acoustic performances at the LACOSTE L!VE showroom in NYC, creating valuable organic content for L!VE's online audience and establishing the brand as one with its finger on the musical pulse.
LACOSTE L!VE POP UP SHOPS
64% increase in sales
16& increase in comp store growth
10,000,000 Facebook fans, 'one of only six fashion brands to do so...' - Women's Wear Daily, August 2012
LACOSTE recasts itself in its own prestige - New York Times, August 2011
The Crocodile Rocks, LACOSTE evolved - Forbes, June 2012