The LACOSTE LT12 Limited Edition collection is showcased in an interactive lookbook that can be viewed on the sportswear label's website. The catalog lets shoppers click on models in order to view their favorite garments and their prices. Once their garment of choice is clicked on, users will be redirected to a checkout where they can purchase a limited edition item.
Launched in the Chinese market, the LACOSTE LT12 collection celebrates French tennis tournament Roland-Garros. Its interactive lookbook was conceived by Fred & Farid Shanghai studio and includes accompanying videos, web games and visual merchandising concepts.
Expressing the brand motto, "Life is a beautiful sport," this lookbook enhances a user's experience with modern technology. As experiential retail becomes more tech-focused, as do the marketing tactics of major brands. Lacoste's strategy is interactive and intriguing, leaving models unclothed once a limited edition item is sold out across various locations.