Club Med & LACOSTE à Marrakech | Interview de Thierry Guibert, PDG de LACOSTE

Listen, it's always a pleasure to come to this country. I like the colors of Morocco, the lively atmosphere. I feel somewhat at home here, with great happiness. Lacoste has a significant presence—Morocco is the first country in Africa for us. The brand's awareness is very important here. It has developed through the youth, especially Moroccan youth, and I'm proud of that. Lacoste is a brand of the South, of polos, sun, and the Mediterranean, so it feels at home in Morocco.

We have a distributor in Morocco with whom we work well. The country is structuring itself with quality shopping centers. Now we need to accelerate and open more dynamic boutiques. We have a good presence and must continue to love Morocco. Lacoste is first a popular brand—we'll never deny that. We aim for good quality products, and being popular is not contradictory. I think we have beautiful years ahead.

I've always found Morocco promising. The promises may not have materialized as quickly as hoped, but there's been strong economic development. Political stability is a major asset. The middle class and youth are very present. It's gradually westernizing in a good sense. I believe it's one of the most promising countries in Africa. If stability holds and the young middle class takes power, I'm very positive. A country structures itself around its people, youth, and energy. Morocco has all that.

I'm a child of Club Med. I loved sports as a kid. When I became president of Lacoste, I saw that both brands share values of engagement, humility, and sport. They're both French. I approached Henri Giscard d'Estaing at Club Med and proposed an association—their customers would enjoy Lacoste products, and vice versa. It happened simply and naturally.

Marrakech is first the Jemaa el-Fnaa square—life, smells, colors. Then I discovered the peripheral areas and more recently a Western side known for parties. It has history, the souk, idyllic vacation spots. Above all, the warmth of the Moroccan people—I've never been disappointed. I have many friends here and feel almost at home.