Izod

History

In the late 1930s, Vincent dePaul 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

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

In 1964, 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, mentioned in the Official Preppy Handbook. 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, came under the management of General Mills, and purchased the Gant U.S.A. brand.

Separation

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.

Retail Closure

On January 7, 2015 parent company Phillips-Van Heusen announced that it would be closing all 120 Izod retail outlets due to an increasing competitive environment driven by more premium brands in the outlet retail channel. This move will not affect Izod's growing wholesale business to department stores and other retailers. As of 2015, Izod no longer makes and sells women's clothing except for the golf line.

Brands

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

Current

Former

Availability

In the United States, as of 2016, most IZOD products are available at JCPenney, Kohl's, Belk, and Bealls Florida stores, and is also sold by online retailer Amazon.com. Select Macy's stores also carry IZOD products, with some locations only carrying the golf line and other locations (as well as macys.com) carrying a larger variety of IZOD products. Until its discontinuation in 2015, the women's IZOD line was available at Sears stores. Since 2016, the golf line has also been available at select Van Heusen outlet stores.

Sports sponsorships

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.

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. Izod discontinued its sponsorship in 2014.