E-commerce: Lacoste vs. Ralph Lauren vs. Tommy Hilfiger

E-commerce: Lacoste vs. Ralph Lauren vs. Tommy Hilfiger

Foxintelligence has become the reference for consumer intelligence in e-commerce and shares some insights on 3 emblematic ready-to-wear brands: Lacoste, Ralph Lauren and Tommy Hilfiger. How do these brands evolve over time? Do they experience the same success from one generation to the other one? How do these brands evolve on the second-hand market?

Lacoste’s Revenge

In 2019, across all generations, Tommy Hilfiger is in first place, followed by Lacoste and Ralph Lauren. If Lacoste is now in second place in the ranking, it is partly thanks to a constantly growing share of the portfolio (+9pp since 2017), a sign that the new positioning operated by the crocodile brand is working. If we observe the brand’s performance in the past, we can see for all generations, Lacoste was behind Ralph Lauren in 2018. Will Lacoste manage to climb to the top of the podium in 2020?

Seducing the Boomer Generation

Foxintelligence’s technology, and our panel, allows us to go even further and look at how this podium can be split by generation. Interesting insight, Ralph Lauren takes the first place in the Boomer segment (1946–1960), which is an attractive but difficult population to seduce in the fashion world. Lacoste retains the second place and Tommy Hilfiger finds this time the last place.

The second-hand market

The second-hand market is growing rapidly, with 3 main players: Vinted, Vestiaire Collective and Videdressing. Tommy Hilfiger, Lacoste and Ralph Lauren can be found on Vinted, the leading platform for second-hand clothes. On this website, which is mainly appreciated by the younger generation, Lacoste is in the first place, followed by Ralph Lauren and Tommy Hilfiger. It confirms Lacoste’s growing success! On Vinted, Lacoste items are sold on average at a price of €27, while Tommy Hilfiger €25 and Ralph Lauren €24.

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Scope of the Foxintelligence study: E-commerce | Sales France (including VAT) before returns and cancellations, 2019|Categories: Ready-to-wear Men, Women and Children| Actors (Top 40 France) Amazon, Zalando, Vinted, Asos, Cdiscount, Veepee, ShowroomPrive, etc. Direct sales of brands are excluded from the analysis.

Methodology: This analysis is based on data from the Foxintelligence panel, which has more than 500,000 active consumers in France. We analyzed the sales made online in 2019, on the top 30 brands including Amazon, Zalando, Sarenza, Vinted, etc. . This study takes into account sales before returns and cancellations in France.

About Foxintelligence: Foxintelligence is the publisher of Foxwatch, the # 1 consumer intelligence tool for e-commerce, based on the largest consumer mega-panel in Europe. We support leading e-commerce companies in their strategy by providing their teams with the best competitive information.