Lacoste Expands U.S. Footprint with 5th Avenue Flagship as Brand Loyalty Remains Strong but Buzz Modest
Apr/14/2025
On April 10, 2025, Lacoste unveiled its largest U.S. retail initiative to date, launching a 10,000-square - foot flagship store on New York’s 5th Avenue — a move underscoring the French brand’s commitment to doubling its presence in the American market. The store is both a retail destination and a cultural homage to founder René Lacoste, featuring a Polo Wall, immersive tennis court installation. While the brand boasts 58% aided awareness among U.S. sneaker owners, conversion metrics remain modest — only 9% express favorability and 6% report ownership. However, loyalty runs deep: 67% of Lacoste owners are likely to buy again, and the figure rises to 75% in broader loyalty sentiment measures. Despite this, only 6% of sneaker owners recalled hearing about Lacoste in the media recently, indicating a relatively quiet buzz. The brand’s appeal skews male, millennial, and affluent, with 42% of fans in the high-income bracket and 48% excited by sneakers. The following chart shows Lacoste brand funnel among U.S. sneaker owners.
