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In 1953, David
Crystal, the owner of Izod and Haymaker, bought 50% of the rights to market Lacoste in America. The "Izod" and "Haymaker" brands were already established there. "Lacoste" was added to enhance the brands' prestige and introduce the name to American markets. The resulting union of the
77:. The marketing license was ended in the mid-1990s after his company became too financially burdened. In 1993, he sold his 50% share of Lacoste to Sportloisirs S.A. (which originally marketed the shirt in France). When the company folded shortly thereafter, Izod was sold to shirtmaker
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in an attempt to recapture its "elite" status. Meanwhile, Izod was reintroduced as midrange apparel. While this tactic worked for a short period, it could not support
Crystal's company, which was heavily in debt due to poor investments in other brands such as
52:" look became mainstream, with many nationwide department stores featuring separate "Izod/Lacoste" shops, with jackets, sweaters, and a wide variety of other apparel. During this period, annual sales reached $ 150 million for the shirts alone.
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polo shirts and are often mistakenly believed to be the same company. Lacoste polo shirts have the crocodile logo, while Izod has a monogram crest. Izod has had a number of
48:. When the shirts began to sell well, Crystal decided to keep the combined names. The brand hit its peak popularity in the late '70s and early '80s when the "
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in the marketplace (its current image being midrange preppy and performance apparel). Lacoste's current positioning remains entirely
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The "preppy" trend cooled in the late 1980s and the brand became overexposed. The market was also saturated with
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replicas. The name was split in the early 1990s when
Crystal sought to expand company sales. Lacoste moved
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120:"The Story Behind the Lacoste Crocodile Shirt"
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147:Kalb, Ira S. (1 January 1995).
118:Spivack, Emily (4 June 2013).
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153:. K&A Press. p. 56.
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150:Nuts & Bolts Marketing
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34:History of the partnership
215:Clothing brands of France
128:. Smithsonian Institution
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16:Brand name of sportswear
39:two companies was the
185:Official Lacoste Site
125:Smithsonian magazine
46:polo/tennis shirt
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20:Izod Lacoste
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166:13 November
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199:Categories
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79:Van Heusen
71:Salty Dog
62:knock-off
66:upmarket
99:upscale
56:Decline
28:Lacoste
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50:preppy
91:piqué
85:Today
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190:IZOD
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155:ISBN
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