Lacoste Canada is open for business online.
The premium casual wear brand, which has 14 boutiques in Canada, launched a revamped website with full ecommerce capabilities. The brand’s websites in Europe and the U.S. were re-launched last year.
Lacoste first launched an ecommerce site in 2012, but it was purely transactional, said Nicolas Raybaud, CEO of Lacoste Canada in Montreal. The new “digital flagship” focuses more on brand storytelling. Aside from showcasing Lacoste’s collections and seasonal offerings, the site features a detailed, highly visual company history and profiles from its Playground magazine.
“Our consumers [expect] a premium experience at retail… and we work to match that experience when they’re shopping on our site,” said Raybaud.
The site is responsive and optimized for desktop, tablet and mobile. “[To reach] the younger segment, we needed to be more present and easier to use on tablet and mobile,” said Claire Fesquet, ecommerce manager at Lacoste Canada.“[The site] has more of Tumblr look, which is also appealing to a younger Lacoste customer.”
Lacoste offers free shipping for orders over $150 and returns can be done online or in-store, which is a real convenience for Canadian online shoppers.
“A lot of Canadians order from the U.S. because many brands don’t actually operate full ecommerce websites from Canada and that’s what makes this operation stand out,” said Fesquet.
