Lacoste – Individuals

Lacoste conducted a major consumer research study across 10 countries, speaking to 12,000 people. The aim was to gain a better understanding of their consumers and how we can better engage them through their products and marketing.

As a result, we identified three consumer segments and developed these into distinct personas – The Habitual, The Devotee and The Individualist – who all have very different attitudes to fashion, style and footwear that resonate globally.

To bring these personas to life, we feature six individuals whom we interviewed in-depth to reveal their attitudes to life, style, and Lacoste footwear. These are Lacoste's consumers.

Role:

Creative Direction / Art Direction

Team:

Creative Director: Jon Herbert
Filmmakers: Gramafilm
Photographer: Shini Park

Agency:

Pentland Creative

Client:

Lacoste Chausseres