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Lacoste Creates High-Tech RFID Showroom

The company uses RFID to locate goods, as well as prevent unauthorized exits and product misplacements, in its new Le Club store concept.
By Edson Perin
Aug 22, 2019

Lacoste's Brazilian subsidiary, a popular clothing brand featuring a crocodile stamp, is testing the use of radio frequency identification in its customer showroom at the company's headquarters in São Paulo. Powered by iTag' smart tag technology , the solution brings the benefits of electronic tags to both showroom visitors and company executives.

This year, the firm launched a new store concept called Le Club—a technology-enhanced showroom. "The new Lacoste showroom is designed to create a unique human experience for the consumer," says Thierry Guibert, the company's global CEO. "It's the synthesis of the brand and its creator, René Lacoste, in one place, called Le Club. The atmosphere is evident even before one enters. With lighter materials and iconic brand colors, the layout is reminiscent of a tennis court—the green concrete panel is a reference to René Lacoste's training wall."

Lacoste's RFID-enabled showroom under the Le Club concept
According to Cristiano Assis, the project manager of Lacoste Brazil's Project Management Office, the showroom project aims to show business group that RFID technology can help streamline product logistics operations and reduce vital costs. "The idea is to try to make RFID a global project for the company and already receive garments with tags on them," he explains, adding that a similar initiative is currently being tested in Mexico.

In international logistics operations, Assis says, 40,000 to 50,000 garments are placed within each container, so counting and checking are a costly and time-consuming process. "Even if, for some reason, the company chooses not to use the technology in store sales operations, for example, the possible gains in receiving and delivering products to resellers ends up being worthwhile," he states.

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