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French fashion-sports label Lacoste named Park Shin-ha as its new CEO in Korea, effective March 27, 2026 — a move that signals a fresh chapter for the brand in the Korean market. The appointment is widely read as a strategic step to counter concerns about the brand feeling dated and to better connect with younger consumers.
Park comes with broad experience in marketing and business management from global players like Adidas and Levi’s. She also proved her leadership as the founding head of Authentic Brands Group’s (ABG) Korea office, and having previously served as Lacoste’s marketing director, she brings deep familiarity with the brand.
Using that background, Park has made brand rejuvenation her top priority. She plans to lead Lacoste’s strategic shift in Korea by boosting appeal among younger shoppers, modernizing distribution and digital channels, and sharpening marketing capabilities to drive steady growth across categories.
The fashion industry is currently focused on drawing in younger audiences and accelerating digital transformation. As consumption habits among Millennials and Gen Z evolve and online channels gain importance, many legacy brands are injecting new energy through bolder marketing and refreshed leadership. In this context, Lacoste’s move shows a commitment to adapt to the changing market while preserving its core identity.
With many premium, sports-heritage labels expanding into lifestyle categories to stay competitive, analysts expect Lacoste to reinforce its market position by following a similar path.
Meanwhile, Bae Jae-hyun, who led Lacoste for more than a decade and helped expand its retail footprint, is concluding his tenure. Under Park’s leadership, Lacoste aims to strengthen its standing as a French premium lifestyle brand and pursue sustainable growth in step with shifts in the fashion market.
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