Lacoste, renowned for pioneering branded sportswear, has its Polo Shirts recognised as an international icon. Fiora was entrusted with the mission of infusing the brand's heritage and tradition into their newly launched sneaker and shoe range.
Current Site
We investigated the current site and discovered most users felt that the site was:
- Confusing, difficult to navigate
- Lack of direction and message
- Difficult to see the shoes / product ranges
- Lack of updates
- Odd functionality which has a steep learning curve
Our team delved into Lacoste's extensive archive of products, rich stories, and longstanding traditions. This exploration allowed us to immerse ourselves in the intricate tapestry that Lacoste has crafted throughout its history. The outcome was the creation of an exceptional look book and blog, whimsically named "24 Teeth." This digital platform showcased the brand's legacy, focusing on the traditional plimsoll silhouette, its materials, and the vibrant array of colours. It became a treasure trove for enthusiasts of sports brands and sneaker aficionados, offering a deep dive into the brand's roots.
The site champions the heritage, quality and innovation of the Lacoste shoe. Users will visit the site to discover what Lacoste shoes stand for.
24teeth.com is not an online shop, it‘s an online location for like minded consumers can see the shoes, share, discuss and contribute to current
trends. Reassuring the users is what the site does as well as helping with purchases and any future ones of Lacoste shoes.
24teeth is the only place online that will focus on and champion Lacoste shoes. It gives the consumer and shoe lover alike ‘juicy’ content to sink
their teeth into and establishes Lacoste shoes as a stand-alone product.
We talk shoes is an ethos; no nonsense, straight talking and shoe loving. Whether you live shoes or simply use them. The site will allow the user to
dip his or her toe into this fascinating, passionate and energetic community or dive right in and explore.
To build the brand, create credibility, become a destination site for shoe lovers and ultimately educate the public to the diverse product range offered by Lacoste Footwear. 24 Teeth site needs to be elevated to an authority for everything shoe related. Focus will be on shoe related stories and articles. From supporting and showcasing new shoe designers to Lacoste shoe product stories. The site will allow users to share, comment and engage with content.
24 Teeth is a hub for shoe lovers where they can explore Lacoste shoes and other key stories and trends. Discovering Lacoste’s own voice,
contributing, commenting and sharing. It’s a key source of information about the shoe world. It’s reliable and trusted insider knowledge, written
for the shoe fan by the shoe fan.
Results
The campaign marked a turning point for Lacoste's shoes. For the first time, they were perceived with the same esteem as the iconic Polo Shirts. Consumer feedback and engagement levels were phenomenal. The initiative included collaboration with several influencers, who were invited to contribute content to the website and given the opportunity to customise their own shoes. This interactive approach not only elevated the product's status but also created a vibrant, engaged community around the brand.