How Lacoste is winning with strategic localisation in APAC

In the fast-paced world of global retail, success hinges on more than just reaching new markets, it's about deeply understanding them. For Lacoste, cracking the APAC market wasn’t just about selling products; it was about adapting every aspect of the brand to resonate with local consumers. From tailored product fits and seasonal adaptations to harnessing the power of social commerce, Lacoste’s strategy offers a masterclass in localizing for success.

In this exclusive video, Alessandro Tomio, Chief Commercial Officer APAC (CCO) at Lacoste, reveals how the iconic brand is staying true to its heritage while adapting its approach to meet the diverse needs of APAC customers. Curious to know how they’ve done it?

The strategic pillars of Lacoste's APAC success include:

1. Localization Beyond Marketing: Lacoste isn't just translating its message for APAC markets—it’s completely rethinking its business model. Through strategic partnerships and localized product assortments, they’ve successfully expanded into new cities and optimized their retail footprint.

2. Adapting to Local Preferences: In a region as diverse as APAC, the "one-size-fits-all" approach is a non-starter. Lacoste customizes everything from product fits to seasonal collections, ensuring relevance in markets with year-round warmth and varied body types.

3. Tapping into Social Commerce: With platforms like TikTok becoming eCommerce giants, Lacoste is leading the charge. By building capabilities in video content creation and live streaming, they are effectively driving engagement and sales, particularly in SEA, where these platforms have become eCommerce powerhouses, capturing the next generation of shoppers.

4. Culturally Resonant Campaigns: Lacoste’s Ramadan campaign in Malaysia and Indonesia shows how cultural relevance can amplify storytelling, deepen brand loyalty, and resonate with local communities. This was not a generic marketing initiative but a cultural and product-driven effort, featuring a dedicated product assortment and collaborations with local influencers and artists.

5. Driving Loyalty and Full-Price Sales: In a world of constant discounting, Lacoste focuses on building brand desirability and cultivating customer loyalty through targeted CRM programs, ensuring long-term profitability.

The insights shared by Lacoste are a strategic investment in your brand's future. Discover the tangible strategies that are driving real-world results in the APAC market.