The Lacoste Sports Apparel franchise swarms world markets

On its 60th birthday, in 1993, the Lacoste Sports Apparel franchise ’s licensor, La Chemise Lacoste, organised a worldwide campaign in aid of the fight against multiple sclerosis. A new worldwide manufacturing agreement was signed with Devanlay S. A., industrial partner and associate of La Chemise Lacoste, until June 30th, 2012 granting Devanlay the exclusive manufacturing rights for Lacoste garments. New distribution agreements were also signed with Devanlay S. A. regarding France and Germany until June 30th, 2012.

As of 1st July 1999, La Chemise Lacoste granted the worldwide clothing licence for the Lacoste brand to Devanlay, until 31st December 2012. This license extended until 2025 in March 2000. The agreement covers the creation, manufacturing, merchandising, distribution and product advertising for Lacoste clothing items.

The goal of this development is to refocus the role of La Chemise Lacoste on the registration, protection and defence of its brands; to enhance consumer market research; to undertake the orientation, evolution, control of creation, distribution, marketing, and merchandising.

Additionally, the goals also include the brand communication strategy, the development of the corporate advertising strategy and its international promotion, the co-ordination of all worldwide Lacoste activities and the development of new projects.