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Lacoste Maintains Steady Sales in Asian Market

Tuesday 23rd of October 2007 06:58:00 PM

Even though clothing manufacturer Lacoste has been catering to the Asian market for the past 40 years, sales have increased and the company is planning to open new stores in countries like Malaysia in the near future. Because of the increased spending in many Asian markets, Polo Shirts and other clothing have increased in popularity.

“People have reacted well to our products. There is a universal dimension to being comfortable and elegant. The classic Polo Shirts make up about 25% of the company’s sales; the rest are other products such as sweaters and bags. We also sell a lot of shoes in Asia. We are only starting to see the potential in the region," said the grandson of founder Rene Lacoste and the director of external relations, Philippe Lacoste.

While Lacoste still remains true to its original designs, they have had to remain trendy and offer clothing and footwear that have a classic, but modern feel. They displayed both in the new 2008 Spring/Summer line, which was showcased during New York Fashion Week.

Remaining strong in the Asian market will certainly help Lacoste's bottom line and allow them to hold their position as an international brand. "At the moment, our best-selling items are still the polos which include our basic L1212 for men and PF168E for women. Both are selling at RM269. Early this year, we introduced Lacoste shoes to the Malaysian market and the response was tremendous," said Assistant Marketing Communications Manager Joyce Wong.

(c)Donald Cook, www.sxc.hu

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