The legacy of Crocodile

Philippe Lacoste, director, external relations for La Chemise Lacoste, hopes that customers see the crocodile as a symbol of quality and relaxed elegance

Philippe Lacoste did not enjoy playing tennis with his grandfather. "It was quite disgusting. There I would be exerting myself to play my best shots and he could just lob them exactly where he wanted to; and so effortlessly as though he were sitting on his living room sofa and casually swinging a racquet. I preferred to play golf with him," recalls Philippe.

He may not have become a tennis champ like his grandfather, but Philippe is proud to be part of the company that the legendary Rene Lacoste founded 70 years ago.

As director, external relations for La Chemise Lacoste, he is the spokesperson for the company and travels all over the world as a representative of the values that the famous crocodile logo stands for.

Philippe was in Dubai this week for the opening of the Lacoste store in the new BurJuman.
In an exclusive interview with Tabloid, he spoke about the history of the first sportswear brand to be designed by a sportsman and its efforts to stay in tune with the times.

Excerpts from the interview.

Tabloid: After over two decades in this market, why did you decide to open a larger, new generation boutique in Dubai?
Philippe Lacoste: Dubai is internationally renowned as a shopping destination. To me it is no different from any other fashion capital of the world.

You can find the same things here that you would in Paris and probably finding your favourite brands is easier here because of the concentration of so many international brands in a single mall.

We needed to have a bigger, more modern store here, because we have positioned ourselves as an international sportswear and fashion brand and an international brand cannot not be in Dubai.

Tabloid: What image do you want to project through your new generation of boutiques like the one recently opened in the new BurJuman?
PL: The best thing about Lacoste is that we have a 70-year-old tradition. And the worst thing about Lacoste is that we have a 70-year-old tradition. We wanted to translate this tradition into a modern context.

Fifteen years ago fashion and sportswear were separate entities, but today they are inseparable. The sporty look is in and most couture houses now have sports lines. Hence we also decided to add fashion wear to our product lines that include sportswear, sunglasses, perfumes, watches, leather goods and footwear.

In 2001, Christophe Lemaire joined us a creative director and introduced our fashion line and a ladies line. We also expanded our sports footwear line to include fashion shoes, some even with heels.

The company had its first ever fashion show for the spring/summer 2001 collection. We needed a proper venue to showcase these changes; hence our stores are being redesigned to have a modern look.

Right up to the 1950s, our famous polo shirts were made only in white, but now we are known for our vibrant colours. We have chosen pure white interiors to highlight these colours.

Tabloid: What was it like growing up in the Lacoste family? Does everyone play tennis?
PL: The family is close knit and very loving. We had a simple upbringing and our values are rooted in sport. Ability to take on challenges, fair play, being true to your word - these are the values I learnt and pass on to my children.

My grandfather tried to teach us tennis, but did not succeed. Most of us are good golfers, but none of us play much of tennis. Only my uncle, dad and me are in the family business, while other family members have successful careers as antique dealers, veterinarians, fashion editors and professional golfers.

Tabloid: What special memories do you have of your grandfather?
PL: I was 28 when my grandfather passed away, so I have many special memories of him. But I cannot think of him without thinking of my grandmother, Simone, because they had such a strong relationship.

Grandma was a golf champion and won the French championship 13 times. They were the perfect illustration of the saying that behind every great man there is a woman. My grandfather was a banker and also managed his father's aircraft and automobile parts manufacturing companies.

He was constantly experimenting to improve his game. Besides his famous polo shirt that gave tennis players better freedom of movement and kept them warm, he also invented the string damper, the ball machine for practising and the first steel racquet, which won many championships and which Jimmy Connors used to win hundreds of matches.

The sportswear business was just a hobby for him and the brand was built only after my uncle took over the reins in the 1960s.

Tabloid: Did you always plan to be in the business?
PL: No. I studied maths and economics and planned to be an investment banker. I was invited to join the footwear division by the then director, who was a good friend. Fortunately, my uncle and father approved my appointment and that is how I joined the company in 1997 when I was 29.

The main reason for our success is that my grandfather invented a lifestyle, which suited the changing needs of society. In the 1960s people started going on holiday and to beaches more often and we had just the kind of products they needed. We have always tried to adapt our products to suit modern trends, while maintaining our roots and identity.

Tabloid: What does the crocodile logo mean to you?
PL: It is very personal because it was the nickname of my grandfather. The crocodile is not exactly a nice animal, but I feel happy that most people perceive our crocodile as nice. We were the first company to put our logo prominently on a shirt and now everybody is doing it. To me, having this logo on our products is like having my signature on them.

Hence, I have to ensure that the products are good. I hope that our customers all over the world see the crocodile as a symbol of quality, style and relaxed elegance.

Tabloid: What criteria do you use for the selection of sportspersons to endorse your brand?
PL: We always look for players who have a good image, are known for fair play and are not aggressive. Colin Montgomerie, Jose Maria Olazabal and Alex Corretja are among the players who represent Lacoste. And we believe in having long term relationships with the players. We signed Fabrice Santoro when he was just 12.

Tabloid: Does the company have a museum with Rene Lacoste memorabilia?
PL: Not yet. But we do have all the trophies won by my grandparents and pieces from every collection that we have manufactured. We have plans to create a museum to mark our 75th anniversary.

Tabloid: How do you handle the problem of the counterfeit crocodiles?
PL: This is a big problem. In China alone there are 50 different versions of our crocodile. Imitation is a proof of our success, but it dilutes our image and is unfair to our customers.

We are particularly concerned about fakes in eyewear and fragrances that could cause damage to the eyes and skin and vigorously fight fake goods suppliers all over the world.