Imbali yelogo yeLacoste

Iimpawu kunye nemveliso yinto ehlala ihamba kunye nehlabathi loshishino lwefashoni. Kakhulu, ukuba kukho iibrendi esinokuzichaza kuphela ngeesimboli zazo. Ifashoni ibilawula ukusasaza kuluntu okanye kuluntu, amaxabiso ayenza ifane nemveliso yayo kunye nendlela yokuthengisa ngayo.

Kule posi asizanga ukuthetha nawe malunga nokuthengisa kunye nokubeka uphawu kwimarike, kodwa endaweni yoko, size kukuxelela ibali lophawu lwengwenya eluhlaza oludumileyo, ukusuka eLacoste. Uphawu oluthe, iminyaka, lanikezelwa njengenye yeebrendi ezigqwesileyo kwimarike.

Ke Sichaza ukuba yintoni le brand inomdla kwaye ibe yintoni imbali yayo kunye neziqalo zayo, zombini njengenkampani kunye nophawu lwenkampani.

Lacoste: yintoni

I-Lacoste ichazwa njenge enye yezona zinto zibalulekileyo zempahla yesiFrentshi kwiimarike. Iyilwe nguRené Lacoste yaseFransi, iye yaba lolona phawu lumele kakhulu kwiimveliso ezahlukeneyo ezinje ngeewotshi, izikipa, iihempe zepolo, iziqholo, izihlangu, amabhanti kunye neengxowa zokuhamba.

Inkampani yasekwa ngo-1923 kwaye akulindelekanga ukuba umseki wayo wayengumdlali wentenetya owaziwayo owaphumelela iDavis Cup neqela lakhe laseFransi. ILacoste, ekuhambeni kweminyaka, yavela njengophawu kwaye yazibeka phezulu phezulu kwintengiso. Sikushiya ezinye zeempawu zophawu lweLacoste eziya kukumangalisa ngokuqinisekileyo.

Iimpawu ngokubanzi

1. ILacoste yenye yeebrendi ezo isebenzisa izixhobo ezilukiweyo ezifana ne-polyurethane, izinto ezilukiweyo eziqhelekileyo kakhulu kwiimveliso zefashoni. Ngokusebenza ngolu hlobo lwezinto eziphathekayo, inkampani ikhupha imali eninzi. Ukongeza, iimveliso zayo kunye nezinto ekujoliswe kuzo zinxulunyaniswa nenqanaba eliphezulu lentlalontle, elenza libe luphawu olutofotofo.
2. Uphawu iqhubekile nokubandakanya ingwenya njengophawu oluphambili, kuba umseki wayo wayesaziwa kwihlabathi jikelele njengeNgwenya nangenxa yokuba wafumana iimveliso ezahlukeneyo ezenziwe ngofele lwengwenya.
3. Eyona mveliso idumileyo yolu phawu Yihempe yepolo enengwenya ehonjisiweyo kwelinye lamacala. Esi sambatho saya kwimigangatho ephezulu kunye nenkulu yefashoni kwaye yayisisinye sezizathu ezenza ukuba uphawu lube luzuko kwaye lube phezulu kwihlabathi lefashoni. Ngaphandle kwamathandabuzo, uphawu oluncinci kakhulu olungaqhelekanga.
4. Kodwa ayisiyiyo yonke into eyayibunewunewu kunye neemveliso zezilwanyana, kunokuba, iLacoste, ngokuhamba kwexesha, iye yaba enye yeebrendi ezinkulu ezibophelele ekuhlaziyeni izihlangu zazo. Rhoqo ngonyaka baphinda bahlaziye ngaphezulu kwe-1 yezigidi zeesoli zesihlangu, kuba isihlangu ngasinye senziwe ngezinto ezivumela ukuba zisetyenziswe kunye nokuguqulwa. Alithandabuzeki elokuba iLacoste inembali ende yeempawu ezenza ibe yenye yezona mpawu zibalaseleyo. Ukongeza, kukwagxininiswa ukuba ngaphezu kwesigidi basebenzise okanye basebenzise enye yeengubo zabo. 

Imbali yeLacoste

Isiqalo

Ibali ukususela ngo-1933, xa umdlali wentenetya owaziwayo waseFransi uRené Lacoste, ngenxa yetalente yakhe kunye nokuphefumlelwa, wagqiba ekubeni enze uphawu kwihlabathi lentenetya kunye nefashoni. Ngenxa yesi sizathu, wenza uphawu oluphefumlelweyo.

Imveliso yokuqala eyadalwa yayiyihempe eyaziwayo ebizwa ngokuba yi Le chemise Lacoste edibanise abalawuli abakhulu abafana noAndré Gillier, ukwazile ukuyila kunye nokuvelisa isikipa esaziwayo iLacoste eyilwe ngokukodwa abadlali bentenetya kunye nabantu abazinikele kwihlabathi lentenetya. ILacoste ikwathathe isigqibo sokutyala iimveliso zayo kwimidlalo efana negalufa okanye ukuhamba ngesikhephe. Okwangoku, uphawu lusetyenziswa ngabadlali be-tennis kunye nabadlali begalufa kwihlabathi liphela.

Ukwandiswa

Ixesha elidlulele, uphawu lwalukhula kwaye lunwenwela kwiikona ezahlukeneyo zehlabathi. Kangangokuba uphawu lwaqala ukuyila iihempe zepolo ezinemibala eqaqambileyo kunye neyothusayo, ngaloo ndlela kuthintela ukuveliswa kunye noyilo lweehempe ezimhlophe zeepoloti kunye neeteki, esi sizathu sabakhuthaza ukuba benze ingqokelela yabo yokuqala yabantwana.

Ngomnyaka we-1952, iimveliso zayo sele zifikelele kumazwe afana ne-United States, apho uphawu lwaqala ukuphenjelelwa kunye nezinye iimpawu eziphezulu. Ngokungathandabuzekiyo yayiyenye yezona mpembelelo zibalaseleyo kwilizwe, kuba yabhengezwa eMelika njengenye yezona mpawu zinobunewunewu nezibalulekileyo kwintengiso nakwicandelo lefashoni.

Ngo-63, inkampani yawela ezandleni zonyana kaRené, uBernard Lacoste. Yintoni ebinegalelo ekukhuleni kohlobo kunye nenkampani yanda, kuba malunga neehempe ezingama-600.000 zazithengiswa ngonyaka. Inani eligqithise iimveliso zezinye iibrendi kwaye oko kwenza ukuba ibe lolona khuphiswano lukhulu kwimarike.

Ngeminyaka yama-70 kunye nama-80

Ii-'70s kunye nee'80s zombini yayiyiminyaka yozuko kushishino lwefashoni. Kangangokuba uphawu eMelika lwaba lolona lubalulekileyo kweli lizwe. Kulo nyaka, uphawu lwaqala ukuyila kunye nokwenza iimveliso ezintsha: iifutshane zexesha lasehlotyeni, izibuko zelanga, iziqholo ezishiya iphunga elikhethekileyo kunye nophawu kwicandelo, i-tennis yokuqala kunye nezicathulo zezemidlalo, iilindo zezemidlalo kunye namanqaku ahambelana nesikhumba. Ngokungathandabuzekiyo elona xesha lilungileyo lokuvelisa uphawu

Kwiminyaka kamva

Iminyaka yadlula kwaye ukuthengisa kwaqhubeka nokukhula. Kangangokuba izigidi zeemveliso zaqala ukuthengiswa kumazwe angaphezu kwe-110. UBernard Lacoste wagula ngo-2005 kunye nomnye umntakwabo uMichel Lacoste wathatha inkampani. Ngo-2007 iLacoste yayisele inemarike ye-elektroniki apho yayithengisa khona iimveliso zayo kwaye ngokuhamba kwexesha, yaba luphawu olunomthengisi omkhulu kuyo yonke imarike yefashoni.

Okwangoku

Namhlanje, siyakwazi ukubona uphawu kwaye siluqonde. Ukongeza, ngokuqinisekileyo kukho ivenkile yeLacoste kuyo nayiphi na idolophu yethu. 

Imbali yelogo yeLacoste

Isimboli

Ukucacisa ukuba le ngwenya yavela njani njengophawu oluphambili lophawu. Kufuneka sibuyele kwitumente yeDavis Cup eBoston. Xa umdlali wentenetya ogama linguRené Lacoste wabhengezwa njengentshatsheli yaza intatheli yambiza njengengwenya ngokudlala kwakhe okumangalisayo.

Kulapho kwavela khona isimboli esaziyo namhlanje. Emva kwesi siqhulo, uRené weza nombono wokwenza ifemu, uhlobo lophawu olwalubonisa umsebenzi onzima awawenzayo kwihlabathi lentenetya. Yile ndlela emva kokudalwa kwe-brand ekuqaleni kwayo, ingwenya yaziwa ngokuba yi-alligator eluhlaza ngo-1927.

Yile ndlela i-slogan yokuqala ye-brand ethi "umoya omncinci emhlabeni" nayo yadalwa de yathatyathelwa indawo yenye i-chic engaqhelekanga yangoku, ejolise kubaphulaphuli abancinci kakhulu.

Uhlobo lokuchwetheza

I-typography evelele kakhulu kwi-brand ngokungathandabuzekiyo yayiye yasetyenziswa ngo-2002. I-brand yanamhlanje, elula kunye neyomhla ebonisa ukuba i-brand ifuna ukunxibelelana ngamaxesha onke. Uphawu olunomoya othile wezemidlalo kwaye kwangaxeshanye, olunomgangatho owaneleyo wokwenza uphawu olunzulu kunye nobuhle. 

Ngesi sizathu, i-sans serif yanamhlanje kunye ne-geometric typeface yasetyenziswa. Ngoku bayihlengahlengise ngokutsha kwaye basebenzise indlela yokuchwetheza elula ngakumbi. Ukongezelela, isazisi esipheleleyo sophawu luye lwanyanzeliswa, oluye lwathetha ukuba uphawu lulahlekelwe yinxalenye yexabiso kunye nokuqatshelwa okuye kwagcinwa kumashumi eminyaka akutshanje. Ngaphandle kwamathandabuzo, ngumzekelo obizayo ukuba uhlengahlengiso okanye utshintsho kuyilo lwe-brand lunokwenza uphawu olukwazi ukulahlekelwa nganye nganye kwiixabiso zalo, ngaphandle kwamathandabuzo.

ilizwe lezentengiso

Intengiso idlale indima kwihlabathi loyilo kunye nakwiLacoste njengophawu. ILacoste inexabiso elibaluleke kakhulu ngokwezoqoqosho ngonyaka. Ukongeza, uphawu lwakhe lukwazile ukuwela isikrini ngezinye zeentengiso zayo ezigqwesileyo kunye neefestile zeevenkile kwezona zixeko zibalaseleyo emhlabeni.

Ngaphandle kwamathandabuzo, iLacoste ibe kwaye iya kuba yeyona brand igqwesileyo kubasasazi abaninzi. Umbono wokuxuba iikhonsepthi ezinje ngezemidlalo okanye ezemidlalo kunye nobuhle okanye ubuhle nazo zinobuchule. Ngaphandle kwamathandabuzo, uphawu olukwaziyo ukwenza umlingo kwiimveliso zalo.

Isiphelo

I-Lacoste ngoku yaziwa njengophawu lweenkwenkwezi kwiimbaleki ezininzi kunye nabo bangekhoyo. Uphawu luye lwakwazi ukwahlula amaqela amabini ahlukeneyo abantu. Ke ngoko, kubalulekile ukuba uyazi impembelelo enkulu eye yafunyanwa lolu phawu kwicandelo loyilo lwegraphic.

Uphawu oluthi, ukususela ekusekweni kwayo, lukwazile ukuhambelana nomyalezo wonxibelelwano kunye nento emele kwaye iqikelelwe kwimidiya eyahlukeneyo. Uphawu olungakhange lukwazi ukungaqatshelwa, kancinci kancinci. Ngokuqinisekileyo siyathemba ukuba ufunde ngakumbi malunga nolu phawu lukrelekrele kunye neemveliso zalo ezenziwe kakuhle.