Crocodiles and counterfeits
James Nurton spoke to Michel Lacoste of the eponymous clothing company during the INTA Annual Meeting in Washington, DC in May this year, about branding, counterfeits and the internet
What is your background?
The company was started by my father in 1923. He designed the classic
polo shirt and he was also the first to have the idea of making the
crocodile logo visible on the outside. At the time it seemed
astonishing, in our industry, to display the logo. But it has become the
normal way of doing things.
From the start our company was based on intellectual property, the
new product and the brand, and this has been going on for nearly 80
years. IP, the styling, marketing know-how, manufacturing know-how and
trade marks are still basically our business. IP is at the heart of our
marketing business model.
Where did the design came from?
It was a nickname given to my father in 1923 on the occasion when he
was made captain of the French team in Philadelphia. A journalist
nicknamed him the crocodile or the alligator...
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