LACOSTE—the renowned French brand recognized for its iconic crocodile logo.
“Lacoste Harajuku,” a flagship store in Tokyo, and the online platform “MY LACOSTE” offer a range of customization services using Tajima embroidery machines. We asked about their choice of Tajima machines, customer feedback, and their future prospects.
LACOSTE JAPAN CO., LTD
Senior Director , Omnichannel : Koji Aiki
Omni Channel Sr. Coordinator e-Commerce : Mariko Uchida
Store General Manager, Lacoste Harajuku Area Manager : Akira Kanemaki
LACOSTE
Founded in France in 1933, LACOSTE is an apparel brand known for its diverse product range. Their signature polo shirts are popular among people of all ages globally, alongside a stylish collection of menswear, women’s clothing, and fashion accessories. The company launched customization services at its flagship store “Lacoste Harajuku” opened in December 2023, as well as on the online platform MY LACOSTE.
Aiming to Create a Unique Store Experience
―What kind of store is Lacoste Harajuku?
We opened in December 2023 as one of Lacoste’s most significant flagship stores worldwide, targeting the younger generation in their 20s and 30s. Our focus is on promoting a refreshed Lacoste brand image through unique initiatives not found in other stores.
Examples include an on-site cafe—the first of its kind for Lacoste—weekend music festivals, and selling pre-owned clothing. Additionally, we offer a customization service that allows customers to have original patches embroidered on-site. We aim to be a store where customers can always discover something new and exciting.
―Please tell us what led Lacoste Harajuku to offer customization services.
Leveraging our advantage of having factories in three countries, Lacoste has been developing a customization service primarily in France, allowing customers to personalize products to their liking. Based on this example, we envisioned a dedicated space in our Harajuku store where customers could watch their items being embroidered in real-time. This hands-on approach not only creates an engaging experience but also ensures that customers can take their personalized items home the same day they visit.
─Why you chose Tajima embroidery machines?
Although the embroidery machines used in France are from a different company, we saw an opportunity to try Tajima’s machines. What impressed us most was their versatility; they can embroider a wide range of items, unlike the limited offerings in France and the UK, where only polo shirts are customized with simple content like names. Tajima’s machines allow us to embroider T-shirts, sweatshirts, and more, with greater artistic expression, which we believe will enhance the new store experience we envision.
Another key factor in our decision was Tajima’s comprehensive approach. They not only provide outstanding hardware but also develop compatible software, enabling us to consult about our factory and in-store operations all together. This collaborative potential was a significant advantage for us.
Positive Reviews from Customers in Japan and Abroad
─How are the customers responding to the customization service?
Customers are delighted when they receive their personalized items.
Embroidered names and initials are particularly popular, but being located in Harajuku also draws many tourists who often choose to add “Tokyo” or “Harajuku” to their designs. We have also noticed couples ordering matching embroidery. Many customers who visit the store spontaneously decide to try our service after learning about it. This adds to the uniqueness of the experience, offering something special they can only find here.
Greater Customization Flexibility than Other Countries
─You also launched the “MY LACOSTE” online customization service in September 2023, prior to the opening of Lacoste Harajuku. I heard that Tajima embroidery machines are also being used for this service.
Lacoste also offers online customization services in France, but when we launched “MY LACOSTE” in Japan, we enhanced the service. We increased the number of characters that can be embroidered and expanded the customization options. While this makes production more challenging, Tajima embroidery machines make it possible. The entire process—from placing orders on the website to transferring data to the embroidery machines—is integrated, allowing us to process dozens of embroidery orders each day efficiently.
─Was there anything you were particular about when building the online site?
Yes, we focused on usability when creating the site, while also using Tajima’s system.
For example, with a single click, users can see a preview of the finished product, which is key for a smooth experience. We know how frustrating it can be when a site slows down, so ensuring the site runs efficiently was a priority. Providing a realistic image of the customized item is essential, and we’re pleased to offer 3D previews to ensure customers aren’t disappointed by any unexpected results.
Sharing Japan’s Successful Approach with the World
─What success have you seen with the online and in-store customization services?
Our online customization service launched in September last year and has generated around 7 million yen in sales in just one year. In Japan, 15-16% of our customers use the customization service, compared to only 1.5% globally, making Japan the leader in usage rates by a large margin. It’s been so successful that stores in other countries often ask, “What are you doing differently?”
As a result, we are now working to share Japan’s approach with other markets.
─Do you expect the demand for customization to increase in the future? What is your outlook?
This may be a characteristic of the Japanese, but it seems to me that Japanese people tend to prize things that are special and original. In that respect, I see the need for customization services continuing to increase.
Another important point is that our customization service started later than some other brands, which is why we focused on differentiating ourselves with a “Made in Japan” concept—utilizing Japanese factories and local production. We believe this gives us a competitive advantage in the global market.
Currently, we are working to bring Lacoste Harajuku’s programs to Hong Kong and are in the process of introducing the same Tajima embroidery machines there. We look forward to continuing our collaboration with Tajima to expand globally and create new, unique customer experiences.
