For more than 20 years, Lacoste, the high-end French company, has had some issues with its brand image that resulted into a crisis. The company was founded in 1933 and it became recognizable because of its logo and its tennis shirts.
The disputes over Lacoste’s logo and its apparel began in 1980s, where a company called Mad Dog Productions promoted their t-shirt named Croc O’Shirt. This line of shirts was designed to mock Lacoste shirts. In 1983, Lacoste filed a lawsuit against Croc O’Shirt, demanding punishment of the company for trademark infringement. The case gained international popularity, and the court settled a conclusion that Mad Dog Productions can sell those shirts for one more year.
Another company endangered the brand image of Lacoste. Crocodile Garments used a similar logo as the French brand – instead of an alligator that faces right, Crocodile Garments used an alligator that faced left. In the same year, the case was brought to a court in China, where Lacoste lost its lawsuit.
Finally, in beginning of the 2000s, Christophe Lemaire was hired the new fashion designer of Lacoste, and started to significantly change the strategy of their brand image – name, logo, and reputation. Since that time, Lacoste is again perceived as one of the most popular French high-end brands.
Radic, K. Lacoste Legends | Branding Magazine. Brandingmagazine.com. Retrieved from http://www.brandingmagazine.com/2011/05/27/lacoste-legends/
Younting, Y. (2013). China Supreme Court Issued A New Typical Trademark Infringement Case of OEM – Bridge IP Law Commentary. Bridge IP Law Commentary. Retrieved from http://www.chinaiplawyer.com/china-supreme-court-issued-typical-trademark-infringement-case-oem/