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Lacoste is one of the leading apparel brands and has consolidated a very important sales resource: creativity focused on business.
Like Lacoste making changes, Burberry unveiled its new image in the market.
There are elements that we cannot lose sight of in current brand communication and that is the impact of inflation.
lacoste has a new creative director and her arrival is part of the changes (remove hiring) that they are doing in the fashion industry in inflationary times, where HEY realized in a study that it is the most affected by the price volatility that has been registered in recent years.
The category of clothing, footwear and accessories, which is the most affected by consumer spending due to inflation, is followed in the report that of consumer electronics, 68 percent; beauty and cosmetics, 67 percent; alcoholic beverages, 62 percent; Personal care, 60 percent; home and household care, 58 percent; packaged food, 57 percent; non-alcoholic beverages, 56 percent; gas and fuel, 46 percent and fresh food, 44 percent.
Lacoste debuts female director
Changes in the management scenario of Lacoste show how important the operational adjustment in the market has become and with this we can give an account of relevant elements, such as those that have to do with the way in which fashion brands are getting involved. before the consumer.
Having said this, it is important to consider elements that give power to the corporate market and in the case of Lacoste it ends with a kind of quite hiring that it had initiated and with which it determined a very important point and that is that the firm had not been able to find suitable talent in the job market.
Now we know that Pelagia Kolotouroswho made his career at Adidas, will be the new creative head of the French brand, marking the relief that has been so expected since last January, with the departure of Louise Trotter.
After Trotter’s departure, a remove hiring movement gave Lacoste the opportunity to scale its business in the market, with an interesting adjustment that highlighted how important interim protocols are in companies.
Kolotouros’ experience stands out for having been an art student at the Parsons School of Design in New York, from where he joined the design team of theory in 200, to later go to Calvin Klein in 2014 as design director of the men’s line.
A company that added to his work experience was The North Facewhere she ended up training as the head of large companies, to reach Adidas as creative director of design.
This adjustment is an interesting movement of how the fashion industry escalates in interest to the consumer and thereby determines the importance that the market acquires today.
Let’s remember that a brand that recently drew attention for the changes it made and we realize the root adjustments that the brands are carrying out. This was the situation of Burberry, which made changes to its logo, which shows us how important it is for brands to have more and more creative resources in the market, especially at a time when communication is becoming.
If we look at the adjustments, it all comes down to the series of operational decisions that brands make, as a measure to establish total communication challenges through creativity.
