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LACOSTE
Commercial Structuring
& Pricing Strategy
Lacoste’s footwear line reached a stage where it was essential to redefine both its pricing structure and product commerciality to stay competitive and aligned with evolving market dynamics.
The goal was to build a clear and coherent value ladder that would meet market standards, while reinjecting greater commercial efficiency into the collection, in order to support deeper wholesale penetration and stronger visibility in key retail channels.
SCOPE
Rebuilt the pricing architecture using competitive benchmarks, market feedback, margin analysis, and model-to-model coherence.
Created tier-based commerciality rules supported by extensive productivity analysis for product teams.
Rebalanced offer proportions by model and tier to align with business weight and growth opportunities.
Briefed the development of an entry-price line to strengthen Tier 3, improve segmentation, and reduce tier overlaps.
Supported the expansion of premium, Tier 0–focused lines to reinforce the brand’s positioning.
Led a collaborative process with product teams and key wholesale partners to integrate market needs, improve relevance, and drive stronger channel engagement.
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