Izod

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For the impact strength test, see Izod impact strength test.
Izod
Type Subsidiary
Founded 1938
Headquarters New York City, New York, U.S.
Key people Emanuel Chirico, Chairman & CEO
Products Apparel, Gifts & Footwear
Employees 10,001 (2013)
Parent Phillips-Van Heusen
Website www.izod.com

Izod is a clothing company that produces dressy-casual clothing and sportswear for men and women, as well as footwear and accessories. It is part of the Phillips-Van Heusen Company, headquartered at 200 Madison Avenue, New York City. It is perhaps best known for its short-sleeved piqué polo shirt, formerly featuring the Lacoste crocodile on the left breast of the shirt, now replaced with a color-matching/coordinating crest and left sleeve embroidery. One variation is the "IZ" patch instead of crest. This shirt, along with Ralph Lauren Polo, was a fashion core-piece in the 1970s and '80s with preppy and Mod sets.[citation needed] Other Izod classics include the Harrington jacket G-9 model, also v-neck & cardigan sweaters.

History[edit]

In the late 1930s, Vincent De Paul Draddy, an American businessman employed by David Crystal Co., needed a strong name to associate with his quality merchandise for menswear. While vacationing with his family in London, he encountered Jack Izod's tailoring boutique. Izod (himself a well-respected tailor) produced bespoke shirts and created the Windsor tie-knot for King George V, but was ready to retire, and accepted Draddy's offer to purchase the rights to his distinctive name. The A.J. Izod of London clothing company was introduced to the USA in 1938.

Izod Lacoste[edit]

Izod of London would become most notable for its pairing with the Lacoste shirt company from 1952 to 1993. Vincent Draddy began to license the Lacoste shirt to add prestige to the Izod line, but he couldn't find a market for the then-expensive $8.00 retail price. After Draddy began giving the shirts away to his famous friends, Dwight D. Eisenhower, Bing Crosby, Daniel Platt, and John F. Kennedy, the shirts soon became popular with department stores. "Izod of London" became a brand known simply as "Izod Lacoste". While the shirts were equally Izod and Lacoste, they became abbreviated and popularized as "Izod" shirts (which led to the ongoing misunderstanding that the famous "Crocodile" is the "Izod" trademark.)

Growth[edit]

In 1963, Bernard Lacoste took over the management of the company. Significant company growth was seen under Bernard's management. When he became president, around 300,000 Izod Lacoste products were sold annually. The Izod Lacoste brand reached its height of popularity in the US during the late 1970s and became the signature 1980s "preppy" wardrobe item, even getting mentioned in Lisa Birnbach's Official Preppy Handbook of 1980. The company also began to introduce other products into their line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes, watches, and various leather goods.

In 1977, Le Tigre Clothing was founded in an attempt to directly compete with Izod Lacoste in the US market, selling a similar array of apparel, but featuring a tiger in place of the signature Lacoste crocodile. Also, During this period Izod's parent, Crystal Brands fell under the management of General Mills, and also purchased the Gant U.S.A. brand.

Separation[edit]

During the early 1990s, Izod Lacoste struggled to maintain the market dominance it had enjoyed in previous decades. The initial reaction from Crystal Brands was to separate the two names and target two groups of customers at once; "Izod" was re-introduced as moderate pricepoint apparel in department stores, while Lacoste was renamed "Lacoste Chemise", and re-positioned as a luxury lifestyle brand. Eventually this tactic did not provide the financial gain Crystal had hoped and the license partnering ended in 1993. Sportloisirs S.A. purchased the Lacoste brand entirely in 1993, while Izod was sold to Phillips-Van Heusen Corporation in 1995.

PVH repositioned and restored some of Izod's previous relevance while introducing a number of products lines and brands. Complete with an Izod "crest" logo, or patch. In addition to its sportswear, Izod designs a full range of men's suits, shirts, neckties, shoes, outerwear and fragrances, and continues to produce its famous polo shirts. Currently, within the PVH corp. the Izod branded shirt has become part of the biggest shirt company in the USA.

March 15, 2010, Izod's parent company PVH purchased the Tommy Hilfiger brand. There has been some speculation over the merging of both brands to increase exposure abroad.[1]


Brands[edit]

Since Izod's first brand, Izod, was launched in 1938, it has grown considerably to include a variety of essential and luxury brands.

  • Izod Classix: Izod's brand for men and women, and also the most widely available. Izod with a 'blue label' spans from tailored clothing, sportswear, activewear, and fragrances, to leather goods. Available at many department and as well as Izod outlet stores.
  • Izod Luxury Sports: Izod's 'red label' premium sportswear brand for men, with premium fabrics and finer attention to detail; such as name embroidery. As with the 'blue label' Luxury Sports spans from tailored clothing, sportswear, activewear, and accessories, to leather goods. Available exclusively at premium department stores.
  • Izod Jeans: Denim basics and weekend sportswear from the Izod line, offered at some department stores.
  • Izod PerformX: A high-tech sports collection aimed at winter sport gear, golfers, swimming, and IndyCar. Often featuring lightweight microfibers and super pima cottons.

Sports sponsorships[edit]

The former Continental Airlines Arena, in New Jersey, United States was renamed the Izod Center as of October 31, 2007, the National Basketball Association's New Jersey Nets' season opener. The company paid $1.4 million per annum for the naming rights during the first two years of the agreement, while the Nets remained tenants, which dropped to $750,000 per year for the balance of the five-year deal.[2]

In 2009, Izod became the official apparel provider of the IndyCar Series and Firestone Indy Lights Series. Izod produces t-shirts, polos, pullovers, hats, and umbrellas for league and team officials and the general public.

In 2010 Izod became the official title sponsor of the Izod IndyCar Series, a deal worth $10 million a year for 5 years.[3] Izod will discontinue its sponsorship in 2014.[4]

See also[edit]

References[edit]

  1. ^ "Tommy Hilfiger's next act". MarketWatch. March 15, 2010. Retrieved September 30, 2013. 
  2. ^ "Fashionable New Name for Arena", The New York Times, October 5, 2007. Accessed October 11, 2007. "On Oct. 31, when the Nets open their season against the Chicago Bulls, the Meadowlands arena named for Continental Airlines for 12 years will be rechristened the Izod Center. IZOD will pay $1.4 million a year in cash for the first two years of the five-year agreement, which will be cut to $750,000 annually in 2009 when the Nets are expected to move to Brooklyn."
  3. ^ IndyCar lands Title Sponsor, indystar.com, November 3, 2009
  4. ^ "Izod dropping IndyCar Series sponsorship". Indianapolis Business Journal. September 27, 2013. Retrieved September 27, 2013. 

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