Lacoste's rejuvenation of old fashion advertisements

"Jump to buy clothes," Lacoste's fashion advertising innovation this season is extraordinary dynamic, pink color is ready to come out, "International Herald Tribune" noticed this "crocodile" new changes, even using the "Pop up" (suddenly) so Vocabulary to admire. The new change of Lacoste is just a portrait of many classic old brands on the road to younger rehabilitation in recent years. They are pulling back the long-lost young consumer market, and have tasted the sweetness of younger strategies. In this regard, the British version of "VOUGE" published a precise assessment: "The kind of preschool-style fashion is fresh and creative for the old brand. Obviously, they know how to use 'youth' to get extra points for themselves. ."

Being younger means more spending

The old-fashioned loyal fans, like the brand's age, are slowly growing old. This determines that the old brand urgently needs to gather a group of more enthusiastic young people to pursue themselves. Moreover, the fashion culture has slowed down when it comes to young people. The fashion world people all over the world are pursuing the lace full of maiden charm. And the pompon skirt, and men's wear side also borrowed the hands of Christian Dior's new designer, becoming more narrow and narrow and more popular.

Everything is just like Lacoste's lesser owner, Philippe La-coste: “A new fashion trend has arrived. It is younger and more tempting.” Compared to the five years ago, the Lacoste’s global sales are now Expected to reach 680 million euros, which is twice the amount of five years ago. The younger trend is dictated by the environment of the fashion industry, and the more crucial point is that young people who are impulsive in consumption have already armed their wallets to meet the first-line brands, and they have become a major force for the consumption of luxury goods.

For this reason, many international big names in the front line are not trying to rejuvenate the design, replacing the old spokesmen who have new faces in the avant-garde with gas, and even creating beautiful, affordable subline brands to attract the attention of young consumers. Burberry is a good example of "salty fish turning over" by rejuvenation. Burberry's success also made other elites eager to try. Sonial Rykiel, DAKS, Bally, etc. are actively showing their tendency to be in line with the young.

The inside story behind the innovation

Fashion boutiques no longer only allow premium customers to specialize, but become the best choice for many young people to dress up without losing their personal taste. YSL's creative director Stefano Pilati believes that brand rejuvenation is not only a future trend but also a natural trend. Because young people nowadays are immersed in all kinds of fashion information every day and absorb it like sponges, they naturally become the protagonists of fashion. They also regard consumer luxury as a necessary enjoyment.

In order to be able to continue to operate in a sustainable manner, all classic and old styles must of course cater to the tastes of young people. Younger ethnic groups will be included in the scope of consumerism. Even the age of brand workers will be reduced. Designers are also more new faces. In addition to conveying innovative ideas, it also hopes that young consumers will find resonance in the new designer's creativity.

In London’s Financial Times, Robert Bensoussan, a company’s acquisition and restructuring expert, published a famous fashion commentary, “11 Army Regulations for Brand Rebirth.” He believes that almost all old brands are now in a “boiling” state. In the course of the reforms, at least 11 military regulations must be set in the rebirth process of the brand. This will break the old feelings of the old wave of rejuvenation.