Lacoste: Save Our Species Campaign

(a). The situation faced: In February 2018, Lacoste, the famous French lifestyle brand, made a brave announcement at the Paris Fashion Show Week when it announced the release of a limited edition series of polo t-shirts. The series would show ten endangered species of wild animals as the logo under the Lacoste brand. For nearly a century, Lacoste was identified worldwide by its legendary 'Crocodile' logo. However, the limited edition series was not going to carry it. (b). Action taken: The polo t-shirts were launched as a part of the 'Save Our Species' campaign in partnership with The International Union for Conservation of Nature (IUCN). IUCN was an international organization that worked to conserve nature and sustainable use of natural resources. The campaign aimed at increasing awareness about the condition of endangered species of animals. Besides, it also aimed at building Lacoste's reputation as a committed and responsible brand. This positioning was considered appropriate for Lacoste because the fashion industry was considered among the world's highly polluting industries. Through this campaign, the company could demonstrate its commitment to environmental responsibility. (c). Results achieved: The animals used as logos included the Vaquita, the Burmese roofed turtle, the Northern Sportive Lemur, the Javan Rhino, the Kakapot Parrot, and the Cao Gibbon, The California Condor, The Saola, The Sumatran Tiger, and The Anegada Ground Iguana. The series comprised only 1775 polo shirts for all ten species. The company was committed to supporting IUCN's save our species campaign through this series's sale proceeds. (d). Lessons learned: Over the years, Lacoste had become synonymous with the crocodile logo. The decision to use the endangered species could position Lacoste favourably as an environmentally responsible brand among ecologically conscious consumers, but would the transference of attributes be so effortless? It could also confuse the loyal customers who patronize the brand for so long. Was the company right in being a part of this campaign?