is lacoste a luxury brand

Lacoste is a popular brand known for its iconic crocodile logo and stylish sportswear. Many people wonder whether Lacoste qualifies as a luxury brand due to its reputation and price point. In this article, we will explore the factors that determine whether Lacoste can be classified as a luxury brand.

The History of Lacoste

Lacoste was founded in 1933 by tennis player René Lacoste and André Gillier. The brand was initially established to produce high-quality, performance-driven clothing for tennis players. Over the years, Lacoste became known for its polo shirts, which became a symbol of timeless elegance and French style.

René Lacoste’s aim was to create comfortable and functional clothing that prioritized movement without compromising on style. The crocodile logo was inspired by his nickname, “The Crocodile,” which he earned due to his tenacity on the tennis court.

Brand Image and Recognition

One aspect to consider when determining if Lacoste is a luxury brand is its brand image and recognition. Lacoste is widely recognized and associated with high-quality products and chic sportswear. Its iconic crocodile logo is a symbol of status and sophistication.

The brand has built a reputation for producing well-crafted clothing and accessories, which adds to its perceived value. Lacoste’s strong brand image contributes to its luxury appeal, as consumers often view luxury brands as prestigious and exclusive.

Price Point

While price alone does not determine whether a brand is considered luxury, it is an important factor to consider. Lacoste falls into the premium pricing category, with its products typically priced higher than mainstream brands. This elevated price point can lead people to perceive Lacoste as a luxury brand.

However, when comparing Lacoste’s pricing to other luxury fashion houses, it may not reach the same level. Lacoste positions itself as an accessible luxury brand, offering a balance between affordability and exclusivity.

Quality and Craftsmanship

When evaluating whether Lacoste is a luxury brand, the quality and craftsmanship of its products play a significant role. Lacoste is known for its attention to detail, with a focus on using high-quality materials and exquisite craftsmanship. This commitment to quality is a characteristic often associated with luxury brands.

For example, Lacoste’s polo shirts are renowned for their superior craftsmanship, durability, and timeless style. The brand’s dedication to maintaining the highest standards of production contributes to its luxury status in the eyes of many consumers.

Market Positioning and Distribution

Another aspect to consider is Lacoste’s market positioning and distribution strategy. While luxury brands often limit their availability to maintain exclusivity, Lacoste has a broader distribution network. It can be found in numerous department stores, specialty boutiques, and its own dedicated retail stores worldwide.

However, Lacoste has also released limited-edition collections and collaborations with high-end designers, further cementing its position as a luxury brand in certain contexts. This combination of accessibility and exclusivity allows Lacoste to appeal to a wider consumer base while still retaining a luxury perception.


In conclusion, Lacoste exhibits several characteristics associated with luxury brands. Its strong brand image, history, attention to quality, and premium pricing contribute to its luxury appeal. However, it is important to note that the classification of a brand as luxury can be subjective and dependent on individual perceptions.

Lacoste’s market positioning as an accessible luxury brand allows it to cater to a broader audience while still maintaining its aspirational status. Ultimately, whether you consider Lacoste a luxury brand may depend on your own definition and understanding of luxury.