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U.S. MARKETING 2011 HIGHLIGHTS Emily Coppock Vice President of Marketing.

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Presentation on theme: "U.S. MARKETING 2011 HIGHLIGHTS Emily Coppock Vice President of Marketing."— Presentation transcript:

1 U.S. MARKETING 2011 HIGHLIGHTS Emily Coppock Vice President of Marketing

2 Outline Advertising & Communications – Sportswear – L!VE Events – L!VE Opening – DETAILS – Super Bowl – Coachella Valley Music & Arts Festival Pool Party Strategic Partnerships – Catherine Malandrino – Just Jared

3 Marketing Strategy KEY ACTIONS Develop national marketing plan with integrated 360 degree approach and local activation in key markets Leverage geo-targeted online and social media to efficiently and effectively reach consumers on local level Support retail channels with specific and focused efforts Create and foster strategic partnerships across industries to build on brand strength as well as deeply immersing the brand within the community Seed product with key influencers and tastemakers organically by delivering a highly engaging lifestyle brand experience KEY SUCCESS FACTORS Increase brand awareness and cultivate brand affinity on national and local level Increase messaging that supports and extends global communication Create brand ambassadors Generate increased press coverage across all media outlets Drive traffic and increase sales across key markets

4 Spring 2011 Advertising

5 Sportswear Advertising Objective is to continue to position Lacoste as a premium luxury brand while – – Generating consumer awareness – – Driving traffic to stores and increasing sales Increase men’s coverage vs. 2010 Allow for significant regional outreach via local media Infiltrate select digital platforms as part of media mix Establish measurable results Flighting will be heavy in Spring (March/April/May) Smaller presence in the Fall where goal is to keep Lacoste top-of- mind during key shopping months

6 Sportswear SS11 Media Partners



9 L!VE Advertising Objective is to continue to position L!VE as a premium brand for younger more fashion forward consumer - - Generating consumer awareness - - Driving traffic to stores and increasing sales Digital is the priority media for the launch Print to support the collection and new name in niche magazines Catalogue and POS to support the dedicated story across the line

10 L!VE SS11 Media Partners

11 L!VE Grand Opening

12 Objectives Launch the L!VE Collection and the first boutique in the world in Soho, NYC with a 360 degree integrated approach Attract new, young, hip, music influenced audience

13 Advertising – Outdoor Billboards Taxi Tops Wild Postings Chalk Stencils DEC/Estimated Impressions: 25,800,000 200 Posters in 10 high traffic locations Downtown NYC DEC/Estimated Impressions: 560,000 50 Stencils throughout Downtown NYC DEC: 57,400 Corner of Houston & Crosby DEC/Estimated Impressions: 131,832,000 400 Tops for #50 Showing

14 Advertising – Print On- Sale Date: 8/30/10 Circulation: 155,000 Estimated Male Impressions: 351,000 On- Sale Date: 9/6/10 Circulation: 427,700 Estimated Male Impressions: 714,000 On- Sale Date: 9/9/10 Circulation: 345,053 Estimated Male Impressions: 275,000

15 Advertising – Online Impressions: 2,970,000 Estimated Male Impressions: 2,108,700 First drop: Hompage takeover September 8th Second drop: Dedicated email September 13th delivered to 150,804 NY subscribers

16 Launch Event WHAT: The younger-minded, urban segment of the famed crocodile lifestyle will make its mark in New York City this week with the first LACOSTE L!VE shop opening in Soho. In celebration, the brand paid tribute to the impact and importance of cultural trends such as music on fashion, hosting a private event at The Rose Bar at Gramercy Park Hotel. WHO: Perfectly capturing the element of “L!VE”, Brooklyn-based duo Derek Miller and Alexis Krauss of Sleigh Bells shook up the candlelit room with an energetic performance and DJ Nick Cohen spun throughout the evening. Guest appearances included Gossip Girl’s Penn Badgley, ELLE Magazine Creative Director Joe Zee and DJ Cassidy. WHEN: Wednesday, September 8, 2010 7-8PM VIP Cocktails 8-11PM Party WHERE: The Rose Bar at Gramercy Park Hotel New York City

17 Launch Event

18 Social Media Coverage Women’s Wear Daily Followers: 1,655,137 Details Eugene Tong: Senior Style Editor Followers: 390 Jim Shi Freelance writer Followers: 3,331 Joe Zee Creative Director of ELLE Followers: 42,996

19 Social Media Coverage

20 September 13-19 Outdoor guerilla marketing Publicity stunt – – Consumers will “hunt” for a missing crocodile – – 1,000 “missing” posters distributed – – 3,000 rubber crocodiles handed out by street teams, the safe return of which results in a reward L!VE Art Battle – – Utilizing exclamation points as a theme Raffle – – Win cool L!VE custom bicycles Music – – Spins by renowned DJs promoted in-store and online Retail Activation




24 L!VE Blog


26 On March 31, 2011 DETAILS and LACOSTE L!VE partnered on an exciting program surrounding the launch of artist King Adz’s, Street Knowledge, an insiders encyclopedia chronicling the street art movement. To celebrate the partnership, DETAILS secured the UK-based artist to paint a custom LACOSTE L!VE mural in the heart of the meatpacking district, across from the of-the-moment hotel, The Standard, New York, creating a public art installation for the brand. Overview

27 Completed Wall


29 Win a $500 Gift Card: LACOSTE L!VE Street Art Search Join LACOSTE L!VE’s Street Art Search, and you could win a $500 Lacoste gift card by tweeting pics of yourself with local graffiti masterpieces. To enter, follow @LACOSTELIVE and tweet a pic of you and your favorite display of urban art, with the hashtag #finditLIVE, which does not mean you should be looking for melodramatic 90s alt-rock bands. Start scouring the streets and head to for more deets.http:// Social Media –



32 Deliver a highly engaging lifestyle brand experience, placing product directly into the hands of celebrities, sports & fashion VIP’s and tastemakers over Super Bowl weekend. Gain brand affinity with a young audience of athletes, celebrities, tastemakers, and trendsetters. Generate buzz and excitement around the party, making it the most talked-about event during Super Bowl weekend. 32 Overview

33 Retail Activation – Sweepstakes

34 Overview Evites inviting guests to shop like a superstar with a GQ stylist were sent to the NorthPark boutique clients, GQ and NorthPark Center lists. The event was also listed in the NorthPark Super Bowl newsletter as well as posted on the NorthPark Facebook page. Location Lacoste Northpark Boutique Time/Date Friday, February 4th, 1PM-4PM Incentive GQ celebrity stylist assisted guests with wardrobe selections and customers also received a $25 gift card for any purchase of $100+ Retail Activation – In Store


36 Overview Lacoste, GQ and Cadillac to host an exclusive branding launch event for VIP guests attending the Super Bowl, football enthusiasts and influential Dallas locals. Location Hickory Street Annex, 501 South Second Ave., Dallas, TX Date/Time Friday, February 4th, 9PM-1PM Host - Andy Roddick Live Performance - Cee Lo Green VIP gifting suite for celebrities, athletes and VIPs General gifting included custom-made silk screened tee shirts by HIT & RUN crew LACOSTE+GQ XLV Event

37 LACOSTE+GQ XLV Event – Venue

38 LACOSTE+GQ XLV Event – Celebrities

39 LACOSTE+GQ XLV Event – Atmosphere

40 Total Event Impressions: 170,033,359+ Our Pre-Superbowl party received media attention pre and post the event via broadcast, print and online outlets. Best press coverage included: – WWD – E! Online – US Weekly – People Magazine – Life and Style – ADWEEK – Extra – ESPN – MTV – Instyle LACOSTE+GQ XLV – Press Recap

41 Over Super Bowl weekend, followers of LACOSTE’s Twitter jumped by almost 4,000 followers to 290,477 followers. This type of growth almost quadruples a typical weekend for the brand, as seen with last weekend where the growth rate was about 1300 followers. Throughout the LACOSTE GQ XLV party, LACOSTE tweeted content exclusive to the event (photos and happenings), integrating widely used hashtag #SBXLV into each tweet. On Friday, LACOSTE’s tweet was one of two top tweets associated with the hashtag #SBXLV and on Saturday evening the tweet was the #1 and only top tweet associated with that hashtag. This means that whenever anyone searched or clicked on that trending hashtag, LACOSTE’s tweet was the first to appear. LACOSTE+GQ XLV – Social Media Recap

42 LACOSTE & GQ party was the most talked-about event during Super Bowl weekend and the ONLY fashion party there. Successfully created a very exclusive, relevant and highly engaging lifestyle brand experience. Generated incredible press coverage, receiving the most buzz out of any event there – PR Value = $3,062,402+ Secured strong attendance by VIPs, tastemakers, and influencers - RSVP list closed at 2000 guests! Secured the best (and most) celebrity attendance. Delivered a complete and singularly LACOSTE brand experience with high impact and strong presentation. LACOSTE product was placed directly into the hands of celebrities, athletes, industry tastemakers and fashion influencers. Guests enjoyed an upscale, unexpected fashion party in the heart of Dallas. 42 LACOSTE+GQ XLV – Results


44 Objectives Deliver a highly engaging lifestyle brand experience, placing product directly into the hands of fashion tastemakers at the Coachella Valley Music & Arts Festival Segment the brand to target L!VE consumers by aligning LACOSTE L!VE with music lifestyle Gain brand affinity with a young audience of music-loving celebrities, tastemakers and trendsetters Generate buzz and excitement around the party, making it the most talked-about event during the festival

45 Overview The LACOSTE L!VE pool party was a 2-day artist retreat and tastemaker destination The atmosphere was very LACOSTE L!VE – understated cool, chic and fun A special LACOSTE L!VE product suite was dedicated to VIPs, showcasing the latest SS11 collections Playful musical vibe is provided by DJs Chris Holmes, Ana Calderon, Cool Cats, Nick Valensi of The Strokes, DJ Cassidy, Elijah Wood and Nigel Godrich of Radiohead HTC was a key sponsor of the event, adding an element of innovation and a cool edge LACOSTE L!VE media partner was Spin Magazine who contributed and distributed content online post event

46 Event Details The LACOSTE L!VE pool party took place at a private estate in Thermal, CA Saturday, April 16th and Sunday, April 17th from 12PM-6PM each day

47 Life-size (6’) 3D Crocodile Cutouts in grass leading up to house & 1 staked at gate entrance Guest Wristband Lip Balm Event Branding Bottled Water

48 Event Sponsors Kiehl’s – Sunscreen Ultimat – Vodka Patron – Tequila Pyrat – Rum Vita Coco – Coconut Water Waialua – Soda Beer – Saporo Grill ’Em All Burgers Don Chow Tacos Patron Popsicles 48

49 Diane Kruger & Joshua Jackson Lea Michele Kellan Lutz Celebrity Guests

50 Kirsten Dunst & Alexander Skarsgard Malin Akerman Katy Perry Celebrity Guests

51 Ke$ha Kelly Osbourne Beau Garrett Celebrity Guests

52 Aziz AnsariChris ZylkaBusy Philipps Celebrity Guests

53 DJs Ana Calderon, Chris Holmes, Nigel Godrich, Elijah Wood, Nick Valensi, DJ Cassidy, & The Cool Cats Celebrity DJs

54 Chris Zylka Event Atmosphere

55 Total PR Value to date = $2,456,521 (+50% vs. 2010!) Press Coverage







62 Just Jared Partnership

63 What is Just Jared? – Established in 2005, is the trend-spotting, hot online source for pop culture gossip, celeb photo galleries and breaking entertainment news – Known as the “nice guy” of celebrity blogging, the site features news with a fun and positive tone – Millions visit for their daily pop culture fix – among them a dedicated core of active readers who post hundreds of comments to the discussion threads each day

64 Just Jared Presented by LACOSTE Overview – A syndicated content series of exclusive celebrity interviews scheduled to launch early June 2011 – Ongoing series filmed at the LACOSTE/Just Jared Lounge in the newly renovated LACOSTE showroom in Manhattan – Celebrity guests are interviewed in an intimate atmosphere with questions being asked remotely by a Just Jared host – Guests will respond to questions and explore the LACOSTE /Just Jared lounge while being filmed with fixed cameras capturing the interview process – Display monitors are used to showcase topics of discussion via visual imagery and a intercom system will be employed in lieu of the traditional interview format – Custom content will be edited and posted on – The new LACOSTE/Just Jared Lounge strikes a bold balance between innovation and unconventional chic, ultimately becoming the essential destination for celebrities in New York City

65 Objectives – To reach an audience of 11 million potential customers at comparatively low cost – To associate LACOSTE with an exciting, relevant and connected digital brand – To gain access to celebrity networks for LACOSTE through an organic partnership – To increase cultural relevance for the LACOSTE brand Just Jared Presented by LACOSTE


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