Is Lacoste Still Considered a Luxury Brand?

Is Lacoste Luxury or Not?

On a balmy summer afternoon in 1933, French tennis champion René Lacoste stepped onto the court wearing a revolutionary garment—a short-sleeved, cotton piqué shirt emblazoned with a small crocodile emblem.

This moment birthed an iconic brand that would dominate the luxury sportswear market for decades.

However, as we approach the centenary of that fateful day, a pertinent question emerges:

Is Lacoste still considered a super luxury brand?

Once a hallmark of upper-class leisure and sophisticated taste, Lacoste’s image has become ambiguous for stylish men wanting to wear the brand as a high social status signifier.

In this article, we delve deep into the heart of the Lacoste brand, from origins to craftsmanship, price point, and its status as a signifier of refined, old-money taste and shed light on Lacoste’s place in the modern gentleman’s wardrobe.

Lacoste’s Heritage

The story of Lacoste is inextricably linked with the story of its founder, René Lacoste.

Nicknamed ‘The Crocodile’ for his tenacity on the tennis court, Lacoste was more than just an athlete; he was an innovator.

Frustrated with the stiff, long-sleeved shirts that were de rigueur in tennis at the time, he set out to create something more comfortable and practical.

The result was the L.12.12 polo shirt—a garment that would revolutionise not just tennis attire, but the entire landscape of casual wear.

The shirt’s name is a testament to Lacoste’s meticulous approach: ‘L’ for Lacoste, ‘1’ for the unique piqué cotton fabric, ‘2’ for the short-sleeved design, and ’12’ for the number of prototypes created before the final version was approved.

This attention to detail and pursuit of perfection would become hallmarks of the Lacoste brand.

From its inception, Lacoste was positioned as a purveyor of premium sportswear, a concept that was relatively novel in the 1930s.

The brand’s crocodile logo—inspired by René’s nickname—became one of the first examples of visible branding on clothing, predating the ubiquitous designer logos of today by several decades.

As the years passed, Lacoste expanded beyond the tennis court. By the 1950s, the brand had become synonymous with a certain kind of understated, sporty chic.

It was embraced by the likes of President Eisenhower and Bing Crosby, lending it an air of casual sophistication that it retains to this day.

The brand’s journey from the tennis court to the streets of Paris and beyond is a testament to its adaptability.

In the 1960s, as casual wear became increasingly accepted in everyday life, Lacoste was perfectly positioned to capitalise on this shift.

The polo shirt, once a purely athletic garment, became a staple of the well-dressed man’s casual wardrobe.

Today, Lacoste’s heritage continues to inform its identity.

The brand has shown at Paris Fashion Week and collaborated with cutting-edge designers, but it has never strayed far from its roots in sporty elegance.

This balance between tradition and innovation is key to understanding Lacoste’s stance as a luxury brand.

Quality and Craftsmanship

At the heart of any luxury brand lies an unwavering commitment to quality and craftsmanship. In this regard, Lacoste’s case is a complicated one.

The brand’s reputation was built on the superior construction and durability of its polo shirts.

For example in the case of the iconic L.12.12 polo shirt, the fabric is a unique cotton piqué developed specifically for Lacoste and is both breathable and durable.

The collar is crafted to retain its shape, even after multiple washes—a feature that any gentleman who has dealt with the frustration of a curling collar can appreciate. The buttons are made from mother-of-pearl, adding a subtle touch of luxury.

Another example of Lacoste’s high-quality product is knitwear, as Paul, one long-time Lacoste owner shared, “I have three Lacoste polos and some knitwear from them. Poloshirts are disposable, ‘one summer items’ at the best of times, but knitwear is super high quality.”

As Paul mentioned, not all Lacoste products are of the same high quality. The reason is the brand’s manufacturing processes.

Many of its products are still made in France, particularly items from its premium ‘Made in France’ collection. This local production allows for stricter quality control and helps maintain the brand’s connection to its French heritage.

However, like many global brands, Lacoste has outsourced some of its production to countries with lower labour costs.

While this has allowed the brand to maintain more competitive pricing, it has led to some inconsistencies in quality.

That’s why you should always pay attention to the country of origin when purchasing Lacoste items.

What are Lacoste’s Products Made of?

The brand’s approach to materials is also noteworthy. Lacoste uses natural fibres like cotton and wool, sometimes blended with synthetic materials to enhance performance or longevity.

This hybrid approach reflects Lacoste’s roots in sportswear, where functionality is as important as aesthetics.

In recent years, Lacoste has also made strides in sustainable production. The brand has partnered with the Ellen MacArthur Foundation to work towards a more circular fashion model.

Initiatives like ethical cotton sourcing and enhanced product lifecycles demonstrate Lacoste’s commitment to quality in a broader sense—not just in the immediate product, but in its long-term impact on the world.

Lacoste’s Price Point

In the realm of luxury goods, price serves as a key indicator of a brand’s positioning.

Lacoste occupies an interesting space in this regard, straddling the line between accessible premium and entry-level luxury.

This positioning is both a strength and a source of ambiguity when it comes to the brand’s luxury status.

Let’s consider some specifics. A classic Lacoste polo shirt typically retails for around £95, placing it well above high-street brands but significantly below the price point of traditional luxury fashion houses.

A Lacoste sweater might set you back £150-£200, while a leather jacket could approach the £500 mark.

These prices position Lacoste in what some industry insiders refer to as the ‘accessible luxury‘ or ‘premium‘ category.

To put this into perspective, consider the words of one of our Stylist and Personal Shopper, Karina: “When it comes to the price, Lacoste is middle ground, hence the question of whether Lacoste is luxury or not. Lacoste’s products are more expensive than high-street, but not as expensive as high-end luxury brands.”

This pricing strategy allows Lacoste to appeal to a broad range of consumers. For the young professional looking to upgrade his wardrobe, Lacoste represents an attainable step into the world of premium brands.

For the established gentleman, Lacoste offers quality everyday wear at an accessible price point.

However, this accessibility is a double-edged sword when it comes to luxury perception.

In some markets, particularly those where conspicuous consumption is the norm, Lacoste’s relatively modest prices may work against its luxury credentials.

As one of our clients, Markus from New York City put it, “Essentially, it’s one of the most overpriced brands and I haven’t actually seen anyone wear it in a while, but those that do, don’t actually wear it for style, but rather name, as all high profile brand names clothing goes.”

The brand’s pricing becomes even more complex when we consider Lacoste’s outlet stores. These outlets offer past-season Lacoste items at significant discounts, sometimes as low as £20 for a polo shirt.

While this increases accessibility, it can potentially dilute the brand’s luxury image.

As one Lacoste employee in Canada observed, “It’s really hard to maintain a ‘luxury/high end’ image when you go to a boutique and see a sweater or tee for $150+ but go to the outlet and find on a weekly deal for $20.”

Yet, for the discerning gentleman, this price positioning can be advantageous. It allows for the cultivation of a refined wardrobe without the extravagant expense associated with luxury brands.

The key is in how these pieces are styled and worn.

A well-chosen Lacoste item, paired thoughtfully with other quality pieces, can convey a sense of understated luxury that’s far more sophisticated than flashier, more expensive alternatives.

Moreover, when we consider the longevity of Lacoste products, the price point takes on a different perspective.

As one satisfied customer noted, “My [made in France] polos from them have been exceptional in quality – I have two very old and don’t look it. Other brands, Brooks Brothers, Ralph Lauren, etc have all lost shape and been binned but the Lacoste ones kept strong.”

When factoring in cost-per-wear, Lacoste’s prices begin to look increasingly reasonable.

In the final analysis, Lacoste’s pricing strategy places it in a unique position. It’s not quite a high street, nor is it traditionally luxurious.

Instead, it occupies a sweet spot that, for many, represents the perfect balance of quality, style, and value.

Is Lacoste Silent Luxury?

In recent years, the concept of ‘silent luxury’ or ‘quiet luxury’ has gained significant traction in the fashion world.

This approach to luxury eschews loud logos and ostentatious displays of wealth in favour of understated quality and refined taste.

It’s in this context that we must consider Lacoste’s potential as a signifier of silent luxury.

At first glance, Lacoste’s iconic crocodile logo might seem at odds with the concept of silent luxury. After all, it’s a visible brand identifier, something that silent luxury typically avoids.

However, the Lacoste crocodile is small, discreet, and has been a part of the brand’s identity for so long that it has transcended mere logo status to become a symbol of heritage and quality.

Consider the words of Alistair: “To me, any article of clothing with a prominent logo is a bit gauche.” Yet, he later expressed that Lacoste doesn’t fall in this category, suggesting that the crocodile logo isn’t considered ‘prominent’ or ‘gauche’. It’s this subtlety that allows Lacoste to potentially function as a silent luxury.

The brand’s association with ‘old money‘ aesthetics also plays into its silent luxury credentials.

As one of our clients, Dean noted, “It’s an older generation’s mildly wealthy brand. Only people I know that wear it are wealthy dads with c-suite jobs.”

This connection to established wealth, rather than nouveau riche flash, aligns well with the ethos of silent luxury.

However, it’s important to note that Lacoste’s status as a silent luxury isn’t universal.

In some markets, particularly in parts of Europe and South America, Lacoste has had to work to shed associations with “chavs” or “thugs“.

As one of our French clients shared, “In France, it’s been associated with thugs for a long time. It took them at least 10 years to get rid of this bad image.”

This varied perception across different markets highlights an important aspect of silent luxury—context matters.

In a corporate setting in New York or London, a well-fitted Lacoste polo under a blazer might read as understated elegance. In a different setting, it might convey an entirely different message.

Lacoste’s recent moves towards sustainability and ethical production also align with the silent luxury values and the views of old-money fashionistas.

Lacoste’s efforts in this area, including partnership with the Ellen MacArthur Foundation and focus on ethical cotton and enhanced product lifecycles, speak to a modern, thoughtful approach to luxury.

Perhaps the most compelling argument for Lacoste’s silent luxury comes from how it’s worn by those who truly understand style.

As Karina put it, “Lacoste is a timeless brand – especially if you consider their classic polo and sweaters.” and this ability to transcend trends while maintaining relevance, is a hallmark of true luxury.

When paired with well-cut trousers, quality shoes, and perhaps a fine watch, a Lacoste piece can be the lynchpin of an outfit that exudes quiet confidence and good taste.

In the end, Lacoste’s potential as silent luxury lies not just in the brand, but in how it’s interpreted and worn.

In the right hands, it can indeed be a powerful tool in the arsenal of understated elegance.

How is Lacoste Perceived in Different Countries?

As we traverse the globe, we find that the crocodile logo carries different connotations depending on where we land, painting a complex picture of Lacoste’s status as a luxury brand.

Lacoste’s perception ranges from high-status symbol to everyday sportswear, from preppy staple to street-style favourite, depending on where you are and who you ask.

The brand’s perception also varies significantly based on the specific product line.

While Lacoste’s clothing, particularly its iconic polo shirts, may be the focus of much debate regarding its luxury status, other product categories enjoy different reputations.

France

Let’s begin our journey in France, Lacoste’s homeland.

One might expect the brand to enjoy unequivocal prestige here, but the reality is more nuanced.

As one of our French clients noted, “In France, it’s been associated with thugs for a long time. It took them at least 10 years to get rid of this bad image.”

This association with ‘racaille’ or ‘thugs’ was a significant challenge for Lacoste, requiring a concerted effort to reposition the brand.

Today, while it has largely shed this negative connotation, Lacoste in France is seen more as a classic, respectable brand rather than a luxury one.

UK

Crossing the Channel to the United Kingdom, we find a similar story with a different vernacular.

“It’s perceived as a bit ‘chavvy’ here in the UK. Where I live, anyway,” shared one British client.

This association with ‘chavs’—a somewhat derogatory term for a youth subculture stereotypically associated with anti-social behaviour—has been a persistent issue for Lacoste in the UK.

However, this perception isn’t universal across the country. In more affluent areas and among older demographics, Lacoste retains its association with tennis and a preppy, upper-middle-class lifestyle.

US

In the United States, Lacoste’s image varies significantly by region and demographic.

In prep school enclaves of the Northeast, Lacoste is seen as a staple of old-money wardrobes.

“If you’re under 25 here you’ll get asked which fraternity you’re in,” quipped one American client, highlighting the brand’s association with collegiate preppy style.

However, the brand’s cachet is less pronounced in other parts of the country.

As Conway noted from Philadelphia, “No one wears it that I know of in Philadelphia. If they are then they probably shopped at some retail discounter or outlet.”

Japan

Moving eastward to Japan, we find a different story altogether.

In Japan, Lacoste is famous for its collaboration with United Arrows and Beams.

These collaborations with respected Japanese fashion retailers suggest a more elevated status for Lacoste in the Japanese market, where it’s seen as a stylish, sport-inspired brand rather than purely a luxury label.

Canada

In Canada, for instance, a Lacoste employee offered this insight: “It’s not for everyday people. In terms of style, most of our clients are all from out of country.”

This suggests that in some markets, Lacoste may be seen more as a tourist brand than a local luxury staple.

South America

Venturing to South America, we find yet another perception of Lacoste. In Argentina, for instance, the brand has struggled with an association with a particular subculture.

One client explained, “There is a trendy teenage band from the ghettos called Wachiturros whose members all wear Lacoste, and the brand tried to pay them to stop wearing t-shirts.”

This anecdote illustrates the challenges Lacoste faces in maintaining its desired brand image across diverse markets.

Developing Markets

In some developing markets, Lacoste enjoys a more unambiguously prestigious status. For example in Egypt, Lacoste is viewed as a high-status brand.

However, in Egypt average brands like Hollister and American Eagle are over-glorified.

The high status of Western brands is common in many emerging markets, where the brand’s European heritage and relative inaccessibility contribute to its luxury image.

Conclusion

As we conclude our exploration of Lacoste’s place in the luxury fashion landscape, we find ourselves returning to our original question: Is Lacoste truly a luxury brand?

The answer, like the brand, is nuanced and multifaceted.

Lacoste’s heritage is undeniably rich, rooted in the innovative spirit of René Lacoste and the elegant world of tennis.

This history lends the brand a certain cachet that many newer luxury brands lack.

The quality and craftsmanship of Lacoste products, particularly iconic polo shirts and knitwear, meet the standards one would expect from a luxury brand.

However, Lacoste’s price point and widespread availability place it in a category that might best be described as ‘accessible luxury‘.

It’s more expensive and exclusive than high street brands, yet more attainable than traditional high-end luxury labels.

This positioning allows Lacoste to serve as a bridge between everyday wear and luxury fashion, making it an attractive option for those looking to elevate style without breaking the bank.

The concept of Lacoste as ‘silent luxury’ is particularly intriguing as in many contexts, especially in Western corporate environments or preppy social settings, Lacoste functions as a signifier of good taste and refinement.

The small crocodile logo, far from being ostentatious, has become a discreet emblem of sporty elegance.

Yet, we must acknowledge that Lacoste’s luxury status is far from universal. As our global tour revealed, the brand’s perception varies widely across different countries and cultures.

In some markets, it’s seen as a prestigious label, while in others, it has had to work to overcome less desirable associations.

For the gentleman seeking to cultivate an air of understated elegance, Lacoste offers intriguing possibilities.

Its classic designs, quality construction, and rich heritage provide a solid foundation for a refined wardrobe.

When styled thoughtfully—perhaps a well-fitted polo under a blazer, or a fine knit sweater paired with tailored trousers—Lacoste pieces can contribute to a look of effortless sophistication.

However, the key to successfully incorporating Lacoste into a luxury wardrobe lies in understanding its place in the fashion hierarchy and the cultural context in which it’s worn.

It’s not about blindly embracing the brand as a luxury label, but rather about appreciating its strengths and wearing it in a way that aligns with one’s personal style and social milieu.

So, is Lacoste a luxury brand? In the traditional, exclusivity-focused definition of luxury, perhaps not.

But in a modern context, where luxury is increasingly defined by quality, heritage, and understated elegance rather than mere price or exclusivity, Lacoste certainly has a claim to the title.

Mastering the Lacoste Look

Buying Lacoste is just the beginning of your journey towards embodying understated luxury and refined style.

True sophistication lies in knowing exactly which Lacoste garments match your body shape, colouring, and lifestyle, and how to style them for various occasions and settings.

Know Your Body Type

Different Lacoste cuts and styles flatter different body shapes. Uncover yours now with our free body shape quiz for men, and learn which Lacoste garments will enhance your best features.

Know Your Colour Palette

Lacoste offers a wide array of colours, but not every shade will complement your natural colouring.

With 12 distinct colour seasons, each featuring 3 sub-seasons, finding your ideal palette is crucial.

Take our free seasonal colour quiz for men to determine which Lacoste hues will make you look your best.

Dress by Occasion

Understanding how to style Lacoste for different occasions, seasons, and locations is key to mastering understated luxury.

From casual weekends to smart-casual office wear, each context requires a nuanced approach to styling your Lacoste pieces.

To save time and elevate your style effortlessly, connect with The VOU’s expert stylists now.

Get Personalised Styling Advice

To truly unlock the potential of your Lacoste wardrobe, consider professional guidance.

Take our comprehensive fashion style analysis for men, and let our expert stylists guide you in selecting and curating Lacoste items for maximum impact, creating a wardrobe that communicates success and sophisticated taste.

With these tools and expert guidance, you’ll do more than just wear the crocodile—you’ll master the art of understated elegance, creating a wardrobe that truly reflects your unique style and achievements.

Styling Beyond Lacoste

Buying Lacoste the brand, is just a small step towards dressing like a successful, confident man.

True sophistication lies in knowing precisely which Lacoste garments, footwear, and accessories complement your body shape, skin, eye, and hair colours, to choose by occasion, location, and lifestyle.

The first step is finding your body shape and the most flattering colour for you.

Know Your Body Shape

Different Lacoste products flatter different physiques so discover your body shape now by taking our free body shape quiz for men.

Identify Your Best Colors

Lacoste offers a wide range of colours, but not every hue will complement your natural colouring so find out your ideal colours with our free seasonal colour quiz for men.

Then, learn how to dress by occasion, location, season, and even time of the day.

Dress for the Occasion

Understanding how to choose and style Lacoste garments, and mix them with other brands, by occasion, season, and location is crucial.

From casual weekends to formal events, each occasion requires a unique approach to styling.

To save time, headaches, and even money, get in touch with The VOU’s expert stylists now.

Get Expert Styling Advice

To know which Lacoste garments, and styles to wear, consider enlisting professional help.

Take our comprehensive fashion style analysis for men, and let our expert stylists guide you in selecting and curating items of maximum impact in a wardrobe that communicates success and sophistication.

Remember, owning Lacoste isn’t enough to look good – looking stylish, wealthy, and successful is all about choosing and matching to perfection.

With these tools and expert guidance, you’ll not just wear the brand—you’ll master it, creating a wardrobe that truly reflects a unique fashion taste and many achievements.

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