As we stepped into the bustling Lacoste boutique on London’s Regent Street, our eyes were immediately drawn to a white polo shirt gleaming under the shop lights.
The iconic crocodile emblem, small yet unmistakable, adorned the chest. we reached for the price tag, and our eyebrows shot up. £95 for a polo shirt? The question that had brought us here echoed in our minds: Why is Lacoste so expensive?
This query isn’t unique to us. For decades, fashion enthusiasts and casual shoppers alike have pondered the hefty price tags attached to Lacoste’s seemingly simple garments.
To understand the answer, we must delve deep into the brand’s DNA, examining everything from its storied past to its current manufacturing practices.
The Value of Lacoste’s Heritage
The year was 1933. On the sun-drenched clay courts of Roland-Garros, French tennis champion René Lacoste unveiled a revolutionary garment: a short-sleeved, breathable piqué cotton shirt that allowed for freedom of movement.
This was a stark departure from the stiff, long-sleeved shirts players had endured for years.
Little did René know that this practical solution to a sporting problem would evolve into a global fashion phenomenon, deeply intertwined with the aesthetics of old money and elite social circles.
The story of Lacoste is inextricably linked to this moment of innovation, but it’s equally tied to the brand’s swift adoption by the upper echelons of society.
When you purchase a Lacoste item today, you’re not just buying a piece of clothing; you’re buying into a legacy of excellence that spans nearly a century and carries with it the unmistakable air of privilege and taste.
Consider the brand’s journey: from the tennis courts of the 1930s to becoming a staple of Ivy League campuses in the 1950s and 60s.
Lacoste quickly became synonymous with the preppy style, a look associated with old money, elite education, and a certain nonchalant elegance.
The brand’s crocodile logo found its way onto the chests of students at Harvard, Yale, and Princeton, cementing its status as a marker of class and sophistication.
In France, Lacoste became an integral part of the ‘Bon Chic Bon Genre’ (BCBG) style – a term that loosely translates to ‘good style, good attitude’ but carries connotations of upper-class taste and old money refinement.
The Lacoste polo, paired with perfectly pressed chinos and loafers, became the uniform of the French bourgeoisie, from the leafy suburbs of Paris to the sun-soaked beaches of the Côte d’Azur.
This association with old money styles isn’t merely about fashion; it’s about aspiration and identity.
By wearing Lacoste, one doesn’t just dress well; one signals belonging to (or aspiring to) a world of inherited wealth, social connections, and effortless style.
This heritage adds an intangible value to each Lacoste product, justifying its premium price point in the minds of many consumers.
Yet, Lacoste has managed to maintain this connection to old-money aesthetics while simultaneously evolving.
In 1951, the brand made a bold move by expanding beyond the tennis shirt, introducing a line of vibrant colours that would become a hallmark of the brand.
This decision transformed Lacoste from a sportswear company to a lifestyle brand, a transition that allowed it to command higher prices across a broader range of products while still maintaining its air of exclusivity.
Today, Lacoste continues to draw on this rich heritage. Whether it’s collaborating with haute couture designers or dressing Olympic teams, the brand never strays far from its roots in elite sport and old-money style.
Each Lacoste product carries with it this weighty history – a history of innovation, yes, but also a history of privilege, refinement, and a certain je ne sais quoi that has always commanded a premium.
Lacoste’s Pricing Foundation
Let’s return to us in the Lacoste store. As we ran our fingers over the polo shirt’s fabric, we noticed its smooth yet sturdy feel.
This tactile experience is no accident; it’s the result of Lacoste’s unwavering commitment to quality materials.
Lacoste’s signature piqué cotton, developed by René Lacoste himself, is a prime example of this commitment.
This isn’t your average cotton; it’s a specially woven fabric that provides durability, breathability, and a distinctive texture.
The production of this fabric is more costly than standard cotton, contributing to the higher price of the final product.
But it’s not just about cotton. Lacoste’s extensive range of products incorporates a variety of premium materials.
Their winter coats, for instance, often feature high-grade wool or technical fabrics designed to withstand harsh weather conditions.
The brand’s commitment to quality extends to every component, from the buttons to the thread used in stitching.
In recent years, Lacoste has also made strides in sustainable materials. Their ‘Loop Polo’ initiative, launched in 2020, uses recycled cotton from factory offcuts and recycled polyester from plastic bottles.
While this eco-friendly approach is commendable, it also adds to production costs, which are reflected in the final price.
Craftsmanship and Skilled Artistry in Every Stitch
As we examined the polo shirt more closely, we noticed the precision of the stitching, the careful alignment of the placket, and the perfect positioning of the crocodile logo.
These details are a testament to the skilled craftsmanship that goes into every Lacoste garment.
Lacoste employs a team of skilled artisans and technicians who bring decades of experience to their work.
In their factories, which are primarily located in France, Morocco, and Turkey, these craftspeople oversee every step of the production process.
From cutting the fabric to applying the final touches, each stage is executed with meticulous attention to detail.
Take, for example, the iconic crocodile logo. Each one is embroidered using 1,200 stitches, a process that requires precision and skill.
The logo’s placement is carefully calculated for each garment size to ensure visual balance.
This level of detail extends to every aspect of production, from the cutting of patterns to the final quality checks.
Moreover, Lacoste invests heavily in training its workforce. In 2018, the company launched the ‘Durable Elegance’ school in France, aimed at preserving and passing on the expertise required to produce high-quality knitwear.
This investment in human capital is another factor that contributes to the brand’s premium pricing.
The Cost of Staying Ahead
While examining the polo shirt, we noticed subtle design elements that set it apart from similar shirts he’s seen elsewhere.
The slightly longer back hem, the reinforced shoulder seams, the breathable underarm gussets – these aren’t just aesthetic choices, but functional innovations that have been refined over decades.
Lacoste’s commitment to innovation is a key driver of its pricing strategy. The brand maintains a dedicated research and development team that continually works on improving existing products and developing new ones.
This R&D doesn’t come cheap, and its costs are factored into the price of each item.
In recent years, Lacoste has made significant strides in technical fabrics.
Their ‘Novak Djokovic’ line, for instance, features ultra-dry fabrics that wick away moisture, ergonomic cuts that enhance movement, and temperature-regulating technologies.
These innovations require substantial investment in research, testing, and implementation.
Furthermore, Lacoste regularly collaborates with designers and artists to create limited-edition collections.
In 2018, they partnered with Supreme for a streetwear collection that sold out within hours.
Such collaborations not only keep the brand relevant but also justify higher price points for exclusive items.
Exclusivity and Limited Editions
As we browsed the store, we spotted a display showcasing a limited-edition collection. The prices are even higher than the standard range, and we wondered why.
Limited editions play a crucial role in Lacoste’s pricing strategy. By producing items in small quantities, Lacoste creates a sense of scarcity that justifies premium prices.
This approach not only generates buzz and excitement among consumers but also reinforces the brand’s exclusive image.
One of the most notable examples of this strategy is Lacoste’s ‘Save Our Species’ campaign.
In 2018, the brand replaced its iconic crocodile logo with images of endangered species, producing the exact number of polo shirts as the remaining population of each species.
For instance, only 30 shirts featured the Vaquita porpoise, reflecting its critically low numbers in the wild.
These shirts, priced significantly higher than standard polos, sold out rapidly, demonstrating consumers’ willingness to pay a premium for exclusivity and meaning.
Another example is Lacoste’s yearly Collector’s series, where the brand reimagines its classic polo in innovative ways.
In 2020, they released a polo shirt made entirely from recycled materials, limited to just 200 pieces globally.
The scarcity of such items, combined with their unique features, allows Lacoste to command prices well above their standard range.
Paying for the Crocodile
As we contemplated our potential purchase, we couldn’t help but wonder: how much of the price is for the shirt itself, and how much is for the crocodile logo?
The power of Lacoste’s brand is undeniable. The crocodile logo, inspired by René Lacoste’s nickname ‘The Crocodile’, has become one of the most recognisable emblems in fashion.
This brand recognition allows Lacoste to charge a premium for its products.
Lacoste has carefully cultivated its image over decades. From its origins in elite tennis circles to its current status as a global lifestyle brand, Lacoste has positioned itself as a symbol of relaxed elegance and sporty sophistication.
This positioning in the luxury market justifies higher prices in the minds of consumers.
The brand’s associations also contribute to its pricing power. Lacoste has long-standing partnerships with prestigious events like the French Open and Miami Open tennis tournaments.
It also sponsors high-profile athletes, including Novak Djokovic and golfer Rafa Cabrera-Bello.
These affiliations reinforce Lacoste’s premium image and, by extension, its premium pricing.
Moreover, Lacoste invests heavily in marketing and advertising to maintain its brand image.
From glossy magazine spreads to elaborate fashion shows, these activities require significant financial input, which is ultimately reflected in product prices.
Durability and Longevity
As we weighed our options, I recalled the conversation with my father, who still owns a Lacoste polo from the 1980s.
This anecdote touches on another crucial aspect of Lacoste’s pricing: the durability and longevity of their products.
Lacoste garments are built to last. The brand’s commitment to quality materials and craftsmanship results in products that can withstand years of wear and washing without losing their shape or colour.
This durability is a key selling point for Lacoste, justifying higher upfront costs with the promise of long-term value.
Consider the iconic polo shirt. Its piqué cotton fabric is resistant to pilling and fading, while the reinforced seams and buttons are designed to withstand frequent use.
Even the crocodile logo is engineered to maintain its appearance wash after wash.
This longevity extends beyond just physical durability. Lacoste’s classic designs have a timeless quality that allows them to remain stylish year after year.
A Lacoste polo purchased today could still be a wardrobe staple a decade from now, offering a better return on investment than cheaper, more trend-driven alternatives.
Furthermore, Lacoste offers repair services for many of its products, extending their lifespan even further.
This commitment to product longevity not only justifies higher prices but also aligns with growing consumer demand for sustainable, long-lasting fashion.
The Price of Responsible Manufacturing
As we continued to ponder our purchase, we noticed a small tag detailing Lacoste’s commitment to ethical manufacturing.
This aspect of the brand’s operations is another significant factor in its pricing structure.
Lacoste has made substantial investments in ensuring its production processes are ethical and sustainable.
The brand is a member of the Fair Labor Association and has implemented strict codes of conduct for its suppliers.
These measures include fair wages, safe working conditions, and prohibitions on child labour and forced labour.
In 2019, Lacoste launched its ‘Durable Elegance’ programme, aimed at reducing the brands’ environmental impact.
This initiative is ongoing and includes goals such as using 100% sustainably sourced cotton by 2025 and reducing carbon emissions by 15% by 2025.
Implementing these sustainable practices often increases production costs, which are reflected in the final price of Lacoste products.
Moreover, Lacoste has invested in traceability measures to ensure transparency in its supply chain.
The brand can trace the journey of its products from raw materials to finished goods, allowing for better quality control and ethical oversight.
This level of supply chain management is costly but essential for maintaining the brand’s commitment to responsible production.
Lacoste’s ethical initiatives extend beyond manufacturing. The brand has partnered with the International Union for Conservation of Nature (IUCN) to support conservation efforts for endangered species.
While commendable, these corporate social responsibility efforts also contribute to the overall costs of running the business, influencing product pricing.
So, Is Lacoste’s High Price Really Justified?
To make our final decision, we reflected on all we’d learned about Lacoste’s pricing.
The brand’s rich heritage, commitment to quality materials and craftsmanship, innovative design, exclusivity factor, powerful brand image, product durability, and ethical production practices all contribute to its premium price point.
While Lacoste’s prices may seem steep at first glance, a closer examination reveals a complex tapestry of factors that justify the cost.
The brand offers more than just clothing; it provides a blend of history, quality, style, and ethical consciousness that many consumers find valuable.
However, whether Lacoste’s premium is justified ultimately depends on individual perspectives and priorities.
For some, the combination of quality, durability, and brand prestige makes Lacoste a worthwhile investment.
The high prices may be harder to justify for others, regardless of the brand’s offerings.
What’s clear is that Lacoste’s pricing strategy is deeply intertwined with its brand identity.
The crocodile logo doesn’t just represent a clothing company; it symbolises a certain lifestyle and values.
For those who resonate with these values and appreciate the quality behind the price tag, Lacoste continues to be a compelling choice in fashion.
As for us, we decided the craftsmanship, durability, and timeless style of the Lacoste polo justify its price, understanding that we’re not just buying a shirt but a piece of fashion history that will likely serve well for years to come.
Styling Beyond Lacoste
Knowing that Lacoste is still considered an old-money clothing brand or considering having the French label in your wardrobe is just a small step towards dressing like a confident and successful gentleman.
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