Lacoste, a French luxury sports fashion brand, has expanded its global presence with innovative retail concepts. In 2024, the brand opened a new concept store at Langham Place in Hong Kong, inspired by the Harajuku district in Tokyo. This move is part of Lacoste's strategy to blend its rich heritage with modern retail experiences.
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Store Design and Unique Features
The Langham Place store is designed to reflect Lacoste's French heritage while incorporating contemporary elements. The store is divided into four sections: a customization area, a footwear section, a polo wall, and a cafe. Each section is meticulously crafted to enhance the customer experience.
- Customisation Area: Known as the "Atelier," this is the first of its kind in Hong Kong and the fourth worldwide. It lets customers personalize shirts and caps with various crocodile patches, including an exclusive Hong Kong design.
- Footwear Section: Featuring a circular layout inspired by a tennis ball, this area offers a diverse range of shoes, from tennis to streetwear styles.
- Polo Wall: Inspired by Lacoste’s Regent Street store in London, this wall displays polo shirts in various colors and fits, providing detailed information about each product's design and fabric.
- Le Cafe Lacoste: A pop-up cafe at the storefront, offering gourmet coffee and refreshments, inspired by the Champs-Elysees store in Paris.
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The store showcases Lacoste's signature fashion-sport style, offering pieces such as polos, shoes, and leather goods. Maxime Valat, CEO of Lacoste Apac, emphasized that the store reflects the brand's dedication to blending French elegance with modern innovation, enhancing the overall customer experience.
