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Lacoste SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 03, 2023Read time:

Here is a detailed SWOT analysis of Lacoste covering strengths, weaknesses, opportunities and threats.

Lacoste Strengths

  1. The brand is present in over 120 countries and employs over 1000 employees.
  2. The brand has an iconic image and a very rich heritage in the fashion industry.
  3. The brand is highly accessible. Even-though positioned in the niche segment, the brand has reasonable price points compared to its competitions.
  4. The brand has a very rich clientele in the sports fraternity
  5. The brand has an elaborated product line including Bags, wallets, perfumes and shoes.
  6. The brand is socially responsible as it funds organizations in Philippines to protect the extinction of crocodile.
  7. The brand is very famous for its plain polo’s in multiple colors

Above are the strengths in the SWOT Analysis of Lacoste. The strengths of Lacoste looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Lacoste Weaknesses

  1. The brand sales and image is affected by fake imitations of the products
  2. The brand has been involved in environmental issues and has been accused of “dirty laundry” blamed for using hormone-affecting chemicals in their T-shirts.

These were the weaknesses in the Lacoste SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Lacoste Opportunities

  1. Demand for Lacoste’s products are Increasing in the Asia-Pacific region significantly.
  2. The world wide demand of green-clothing which is an opportunity for Lacoste to explore as the brand uses natural cotton fiber for all its clothing.
  3. Demand for active sportswear in the Australasia Region.

Above we covered the opportunities in Lacoste SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Lacoste Threats

  1. increasing competition from lifestyle brands like H&M, ZARA and sportswear companies like adidas and Nike are increasing
  2. Increasing number of counterfeit products and market, Lacoste has become one of the most Imitated brands.
  3. The company has lost significant market share to other brands

The threats in the SWOT Analysis of Lacoste are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Lacoste SWOT analysis.

About Lacoste

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Lacoste Overview
Parent Company

Lacoste Company


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

Your Style is our mission


A vintage company with quality designs, modern technologies with a niche look.

Lacoste STP

All aspiring sportsmen and fashion conscious with a high purchasing power who prefer to flaunt a status symbol through their apparel.

Target Market

All sportsmen and fashion conscious people who want to look sporty, trendy with an expensive brand name.


An Aspiring brand for achievement for sportsmen and a classic look apparel for lifestyle consumers.

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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