U.S. MARKETING2011 HIGHLIGHTS

Emily CoppockVice President of Marketing

Outline• Advertising & Communications

– Sportswear– L!VE

• Events– L!VE Opening– DETAILS– Super Bowl– Coachella Valley Music & Arts Festival Pool Party

• Strategic Partnerships– Catherine Malandrino– Just Jared

Marketing StrategyKEY ACTIONS• Develop national marketing plan with integrated 360 degree approach

and local activation in key markets• Leverage geo-targeted online and social media to efficiently and

effectively reach consumers on local level• Support retail channels with specific and focused efforts • Create and foster strategic partnerships across industries to build on

brand strength as well as deeply immersing the brand within the community

• Seed product with key influencers and tastemakers organically by delivering a highly engaging lifestyle brand experience

KEY SUCCESS FACTORS• Increase brand awareness and cultivate brand affinity on national and

local level• Increase messaging that supports and extends global communication• Create brand ambassadors• Generate increased press coverage across all media outlets• Drive traffic and increase sales across key markets

Spring 2011 Advertising

Sportswear Advertising• Objective is to continue to position Lacoste as a premium luxury

brand while – Generating consumer awareness– Driving traffic to stores and increasing sales

• Increase men’s coverage vs. 2010• Allow for significant regional outreach via local media• Infiltrate select digital platforms as part of media mix • Establish measurable results • Flighting will be heavy in Spring (March/April/May)• Smaller presence in the Fall where goal is to keep Lacoste top-of-

mind during key shopping months

Sportswear SS11 Media Partners

Sportswear SS11 Media Partners

Sportswear SS11 Media Partners

L!VE Advertising• Objective is to continue to position L!VE as a premium brand for

younger more fashion forward consumer- Generating consumer awareness- Driving traffic to stores and increasing sales

• Digital is the priority media for the launch• Print to support the collection and new name in niche magazines• Catalogue and POS to support the dedicated story across the line

L!VE SS11 Media Partners

L!VE Grand Opening

Objectives• Launch the L!VE Collection and the first boutique in the world in

Soho, NYC with a 360 degree integrated approach

• Attract new, young, hip, music influenced audience

Advertising – Outdoor

Billboards

Taxi Tops

Wild Postings

Chalk Stencils

• DEC/Estimated Impressions: 25,800,000• 200 Posters in 10 high traffic locations

Downtown NYC

• DEC/Estimated Impressions: 560,000• 50 Stencils throughout Downtown NYC

• DEC: 57,400• Corner of Houston & Crosby

• DEC/Estimated Impressions: 131,832,000• 400 Tops for #50 Showing

Advertising – PrintOn- Sale Date: 8/30/10Circulation: 155,000Estimated Male Impressions: 351,000

On- Sale Date: 9/6/10Circulation: 427,700Estimated Male Impressions: 714,000

On- Sale Date: 9/9/10Circulation: 345,053Estimated Male Impressions: 275,000

Advertising – Online• Impressions: 2,970,000• Estimated Male Impressions: 2,108,700• First drop: Hompage takeover

September 8th• Second drop: Dedicated email

September 13th delivered to 150,804 NY subscribers

Launch EventWHAT:The younger-minded, urban segment of the famed crocodile lifestyle will make its mark in New York City this week with the first LACOSTE L!VE shop opening in Soho. In celebration, the brand paid tribute to the impact and importance of cultural trends such as music on fashion, hosting a private event at The Rose Bar at Gramercy Park Hotel.

WHO: Perfectly capturing the element of “L!VE”, Brooklyn-based duo Derek Miller and Alexis Krauss of Sleigh Bells shook up the candlelit room with an energetic performance and DJ Nick Cohen spun throughout the evening. Guest appearances included Gossip Girl’s Penn Badgley, ELLE Magazine Creative Director Joe Zee and DJ Cassidy.

WHEN:Wednesday, September 8, 2010 7-8PM VIP Cocktails 8-11PM Party

WHERE:The Rose Bar at Gramercy Park Hotel New York City

Launch Event

Social Media CoverageWomen’s Wear DailyFollowers: 1,655,137

DetailsEugene Tong: Senior Style EditorFollowers: 390

Jim ShiFreelance writerFollowers: 3,331

Joe ZeeCreative Director of ELLEFollowers: 42,996

Social Media Coverage

• September 13-19

• Outdoor guerilla marketing

• Publicity stunt– Consumers will “hunt” for a missing crocodile– 1,000 “missing” posters distributed– 3,000 rubber crocodiles handed out by street teams, the safe return

of which results in a reward

• L!VE Art Battle– Utilizing exclamation points as a theme

• Raffle– Win cool L!VE custom bicycles

• Music– Spins by renowned DJs promoted in-store and online

Retail Activation

Retail Activation

Retail Activation

Retail Activation

L!VE Blog

LACOSTE + DETAILS:KING ADZ BOOK LAUNCH

STREET KNOWLEDGE

On March 31, 2011 DETAILS and LACOSTE L!VE partnered on an exciting program surrounding the launch of artist King Adz’s, Street Knowledge, an insiders encyclopedia chronicling the street art movement.

To celebrate the partnership, DETAILS secured the UK-based artist to paint a custom LACOSTE L!VE mural in the heart of the meatpacking district, across from the of-the-moment hotel, The Standard, New York, creating a public art installation for the brand.

Overview

Completed Wall

Win a $500 Gift Card: LACOSTE L!VE Street Art Search Join LACOSTE L!VE’s Street Art Search, and you could win a $500 Lacoste gift card by tweeting pics of yourself with local graffiti masterpieces.

To enter, follow @LACOSTELIVE and tweet a pic of you and your favorite display of urban art, with the hashtag #finditLIVE, which does not mean you should be looking for melodramatic 90s alt-rock bands.

Start scouring the streets and head to LacosteYourself.com <http://LacosteYourself.com/> for more deets.

Social Media – Thrillist.com

Social Media – Thrillist.com

LACOSTE + GQ: SUPER BOWL XLV

• Deliver a highly engaging lifestyle brand experience, placing product directly into the hands of celebrities, sports & fashion VIP’s and tastemakers over Super Bowl weekend.

• Gain brand affinity with a young audience of athletes, celebrities, tastemakers, and trendsetters.

• Generate buzz and excitement around the party, making it the most talked-about event during Super Bowl weekend.

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Overview

Retail Activation – Sweepstakes

• OverviewEvites inviting guests to shop like a superstar with a GQ stylist were sent to the NorthPark boutique clients, GQ and NorthPark Center lists. The event was also listed in the NorthPark Super Bowl newsletter as well as posted on the NorthPark Facebook page.

• LocationLacoste Northpark Boutique

• Time/DateFriday, February 4th , 1PM-4PM

• IncentiveGQ celebrity stylist assisted guests with wardrobe selections and customers also received a $25 gift card for any purchase of $100+

Retail Activation – In Store

Retail Activation – In Store

• OverviewLacoste, GQ and Cadillac to host an exclusive branding launch event for VIP guests attending the Super Bowl, football enthusiasts and influential Dallas locals.

• LocationHickory Street Annex, 501 South Second Ave., Dallas, TX

• Date/TimeFriday, February 4th, 9PM-1PM

• Host - Andy Roddick

• Live Performance - Cee Lo Green

• VIP gifting suite for celebrities, athletes and VIPs

• General gifting included custom-made silk screened tee shirts by HIT & RUN crew

LACOSTE+GQ XLV Event

LACOSTE+GQ XLV Event – Venue

LACOSTE+GQ XLV Event – Celebrities

LACOSTE+GQ XLV Event – Atmosphere

• Total Event Impressions: 170,033,359+• Our Pre-Superbowl party received

media attention pre and post the event via broadcast, print and online outlets.

• Best press coverage included:– WWD– E! Online– US Weekly– People Magazine– Life and Style – ADWEEK– Extra– ESPN– MTV – Instyle

LACOSTE+GQ XLV – Press Recap

Over Super Bowl weekend, followers of LACOSTE’s Twitter jumped by almost 4,000 followers to 290,477 followers. This type of growth almost quadruples a typical weekend for the brand, as seen with last weekend where the growth rate was about 1300 followers.

Throughout the LACOSTE GQ XLV party, LACOSTE tweeted content exclusive to the event (photos and happenings), integrating widely used hashtag #SBXLV into each tweet. On Friday, LACOSTE’s tweet was one of two top tweets associated with the hashtag #SBXLV and on Saturday evening the tweet was the #1 and only top tweet associated with that hashtag. This means that whenever anyone searched or clicked on that trending hashtag, LACOSTE’s tweet was the first to appear.

LACOSTE+GQ XLV – Social Media Recap

• LACOSTE & GQ party was the most talked-about event during Super Bowl weekend and the ONLY fashion party there.

• Successfully created a very exclusive, relevant and highly engaging lifestyle brand experience.

• Generated incredible press coverage, receiving the most buzz out of any event there

– PR Value = $3,062,402+• Secured strong attendance by VIPs, tastemakers, and influencers -

RSVP list closed at 2000 guests!• Secured the best (and most) celebrity attendance. • Delivered a complete and singularly LACOSTE brand experience

with high impact and strong presentation.• LACOSTE product was placed directly into the hands of celebrities,

athletes, industry tastemakers and fashion influencers .• Guests enjoyed an upscale, unexpected fashion party in the

heart of Dallas.42

LACOSTE+GQ XLV – Results

2011 COACHELLA VALLEY MUSIC & ARTS FESTIVAL

LACOSTE L!VE POOL PARTY

Objectives• Deliver a highly engaging lifestyle brand experience, placing

product directly into the hands of fashion tastemakers at the Coachella Valley Music & Arts Festival

• Segment the brand to target L!VE consumers by aligning LACOSTE L!VE with music lifestyle

• Gain brand affinity with a young audience of music-loving celebrities, tastemakers and trendsetters

• Generate buzz and excitement around the party, making it the most talked-about event during the festival

Overview• The LACOSTE L!VE pool party was a 2-day artist retreat and

tastemaker destination • The atmosphere was very LACOSTE L!VE – understated cool, chic

and fun• A special LACOSTE L!VE product suite was dedicated to VIPs,

showcasing the latest SS11 collections• Playful musical vibe is provided by DJs Chris Holmes, Ana

Calderon, Cool Cats, Nick Valensi of The Strokes, DJ Cassidy, Elijah Wood and Nigel Godrich of Radiohead

• HTC was a key sponsor of the event, adding an element of innovation and a cool edge

• LACOSTE L!VE media partner was Spin Magazine who contributed and distributed content online post event

Event Details• The LACOSTE L!VE pool party took place at a private estate in

Thermal, CA Saturday, April 16th and Sunday, April 17th from 12PM-6PM each day

Life-size (6’) 3D Crocodile Cutoutsin grass leading up to house & 1 staked at gate entrance

Guest Wristband

Lip Balm

Event Branding

Bottled Water

Event Sponsors• Kiehl’s – Sunscreen • Ultimat – Vodka • Patron – Tequila • Pyrat – Rum • Vita Coco – Coconut Water• Waialua – Soda• Beer – Saporo• Grill ’Em All Burgers• Don Chow Tacos• Patron Popsicles

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Diane Kruger & Joshua Jackson

Lea Michele Kellan Lutz

Celebrity Guests

Kirsten Dunst & Alexander Skarsgard

Malin Akerman Katy Perry

Celebrity Guests

Ke$ha Kelly Osbourne Beau Garrett

Celebrity Guests

Aziz Ansari Chris Zylka Busy Philipps

Celebrity Guests

DJs Ana Calderon, Chris Holmes, Nigel Godrich, Elijah Wood, Nick Valensi, DJ Cassidy, & The Cool Cats

Celebrity DJs

Chris Zylka

Event Atmosphere

• Total PR Value to date = $2,456,521 (+50% vs. 2010!)

Press Coverage

Press Coverage

LACOSTE + MALANDRINO

LACOSTE + MALANDRINO

LACOSTE + MALANDRINO

LACOSTE + MALANDRINO

LACOSTE + MALANDRINO

Just Jared Partnership

Just Jared Partnership• What is Just Jared?

– Established in 2005, JustJared.com is the trend-spotting, hot online source for pop culture gossip, celeb photo galleries and breaking entertainment news

– Known as the “nice guy” of celebrity blogging, the site features news with a fun and positive tone

– Millions visit JustJared.com for their daily pop culture fix – among them a dedicated core of active readers who post hundreds of comments to the discussion threads each day

Just Jared Presented by LACOSTE• Overview

– A syndicated content series of exclusive celebrity interviews scheduled to launch early June 2011

– Ongoing series filmed at the LACOSTE/Just Jared Lounge in the newly renovated LACOSTE showroom in Manhattan

– Celebrity guests are interviewed in an intimate atmosphere with questions being asked remotely by a Just Jared host

– Guests will respond to questions and explore the LACOSTE /Just Jared lounge while being filmed with fixed cameras capturing the interview process

– Display monitors are used to showcase topics of discussion via visual imagery and a intercom system will be employed in lieu of the traditional interview format

– Custom content will be edited and posted on JustJared.com– The new LACOSTE/Just Jared Lounge strikes a bold balance

between innovation and unconventional chic, ultimately becoming the essential destination for celebrities in New York City

• Objectives– To reach an audience of 11 million potential customers at

comparatively low cost– To associate LACOSTE with an exciting, relevant and

connected digital brand– To gain access to celebrity networks for LACOSTE through an

organic partnership– To increase cultural relevance for the LACOSTE brand

Just Jared Presented by LACOSTE

Just Jared Presented by LACOSTE