Lacoste’s signature crocodile logo is appearing on some of the cheapest price tags the French brand has ever allowed on its own merchandise. Amazon has slashed prices on a selection of Lacoste summer items by as much as 59 percent for Prime Day. One editor’s favorite item, a long-sleeve oxford shirt usually priced at $120, now costs $57.
That is more than half off. The markdowns apply to a range of summer staples from the tennis-inspired apparel maker.
The sale is live now for Amazon Prime members. The timing, late June, matches the traditional start of summer shopping. For a brand that rarely offers discounts of this size on its own website or through its own stores, the move is a departure from normal business.
What is at stake here is pricing power. Lacoste merchandise generally sits at a premium price point in department stores and its own boutiques.
A $57 oxford shirt from a brand known for $120 polos and crocodile-emblazoned sportswear is not a clearance item. It is a signal. One analyst tracking the event called the $57 price point a significant departure from Lacoste’s usual pricing strategy.
Prime members must be logged into their accounts to access the sale prices. The discounts are available while supplies last. Prime Day promotions typically run for 48 hours, though Amazon has not specified the exact end time for these particular Lacoste markdowns.
That window is limited. Shoppers who want the deal need to move fast.
The broader context matters. Amazon Prime Day has become a twice-annual sales event for the e-commerce giant. It typically features deep discounts on electronics, home goods, and apparel.
The Lacoste markdowns are part of that broader promotion. But the presence of a premium fashion brand at this level of discount raises a question: is this a one-off event or a sign of something bigger?
Lacoste is not a brand that needs to dump inventory. The company has spent decades building a reputation for quality and exclusivity. Its polo shirts are a staple of casual wardrobes worldwide.
Its retail strategy has always been about controlled distribution and premium pricing. Discounts of 59 percent are not part of that playbook. What to watch next: whether the Lacoste sale signals a broader trend of luxury and premium brands using Amazon as a discount channel.
If other high-end labels follow, the implications for traditional retail are real. Department stores already struggle to compete with Amazon on price and convenience.
If premium brands start treating Amazon as a primary discount outlet, those stores lose one of their last advantages: exclusive access to desirable merchandise at full price. For now, the deal is live. The crocodile is on sale.
And a $57 oxford shirt from Lacoste is a concrete example of how Amazon is reshaping the retail landscape, one brand partnership at a time. Whether Lacoste’s traditional retail partners are happy about it is another story.
