As one of the most recognisable fashion brands in the world, Lacoste’s logo is its key asset. WIPR caught up with chairman Michel Lacoste and IP counsel Nathalie Moullé-Berteaux.
Lacoste’s crocodile is world famous. As a brand, it’s iconic. Michel Lacoste, company chairman, calls it the “grandfather of all apparel brands”.
When the company was started in 1923, Lacoste became the first clothing manufacturer to put a visible brand on the outside of a garment. “For my father [company founder René Lacoste] it was very important—it showed customers that the product they were buying was the product he had developed, and that it had been manufactured to technical specifications which were his,” Lacoste says.
“Friends at that time told him that putting a visible brand on the outside was something of bad taste, that the crocodile was an unpleasant animal, which could only evoke displeasure or hatred. Well the story didn’t run exactly in that way and today, the little Lacoste crocodile is probably one of the best known brands around the world.”
To continue reading, you need a subscription to WIPR. Start a subscription to WIPR for £455.
In-house feature articles, the archive and expert comment require a paid subscription. Subscribe now.
Want to give it a try? We are offering a two week free trial to the WIPR website – register and select “Free Trial” to begin access to the full WIPR archive and read the latest news, features and expert comment. Begin your free trial here.
Is your 2 week free trial about to end? Upgrade to a 12 month subscription for £455 now.
If you have already subscribed please login.
If you have any technical issues please email James Lynn on email@example.com.
Lacoste, logo, anti-counterfeiting