Lacoste, once afraid of rejuvenating old customers, is turning young people into new followers. With a whole new stance on the streets, stores and major fashion weeks, occupying more and more fashion shows, people quickly notice the new changes in this "crocodile." Lacoste began to taste the sweetness sweeping the world's young fashion. In the past many years, this brand from Paris is more like Americans in fencing: boring, law-abiding, middle-class style, male monotonous Polo shirt style, even more frightening is that those loyal fans who love their average age is close to 40 year old. "We had that idea about two years ago when the biggest starting point was to feel like the children of our old patrons, young people between 15 and 25, who were Lacoste lovers, but could not find the right one here Products, but this will undoubtedly be our important growth point for a long time to come. "Yao Weixiong, chief executive of Lacoste's China division, Mengtian Garment (Shanghai) Co., Ltd., told First Financial Weekly. Continue to move closer to the young, move closer to the fashion trend, and now this once only associated with tennis and golf, a Polo shirt over the world of French old sports brand, is gradually developing a versatile series of apparel - in many cases, It is more like a fashion brand. Let these become clear is the RED! Series launched in the first half of this year. Launched in partnership with JeffreyKalinsky, the nation's fourth-largest luxury apparel retailer, Lacoste has a brand new logo that distinguishes itself from the traditional collection with the Crocodile logo in the traditional logo just above the letters "Lacoste" Letters and crocodile logo in the same line, adding a red exclamation point between the two. Personal cut is its design guidelines - the classic cotton Polo shirt improved, smaller lapel, narrower, with two buttons of the patch pocket, with asymmetrical front and rear lapel as well as contrast stripe trim. Whether shirts, tennis shorts, or 100% alpaca wool V-neck sweaters and cardigans are all young, fresh colors such as white, young green, ridge pollen, navy, moon blue and lavender violet. This is Lacoste's first sub-brand - for those who are highly trend-sensitive young people. From sticking old lover to love to new love, it took almost 10 years. For this second-line fencing designer ChristopheLemaire, creative director of design for Lacoste, and partner Jeffrey to advise on customer needs and window displays. Since taking office in 2000, Christophe Lemaire has created the Club collection for Lacoste in a minimalistic style, designed a brand new store display, created a minimalist concept store in France, the United States, Germany and Japan and brought Lacoste to New York and Paris Opened twice a year, the design director who had worked for YSL and Christian Lacroix led Lacoste to the fashion step by step. At the beginning of the change, Lacoste, which hopes to hold on to traditional customers, once had worries that the attraction of young consumer groups would bring the impression of low-end brands to the market and deter the older and wallet-ridden French. Now it seems that they have finally made up their minds. When Lacoste took a whole new stance on the streets, stores and major fashion weeks and occupied more and more fashion shows, people quickly noticed a new change in the "crocodile." When the International Herald Tribune mentioned the company, it even used the words Popup (abruptly) to express its admiration. The rapid growth of revenue is the real thing that can be seen and touched. In 2007, Lacoste has more than 1,000 high-end specialty stores and more than 2,000 department store counters in 112 countries around the world, with an average of 2 Lacoste products sold per second and a pre-tax turnover of 1.557 billion euros, Maintain the growth of not less than 20% - which is ten times before it implemented the younger fashion strategy.