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1797 0 k THE MARKET The IZOD brand is a youthful, ener- getic, sports-inspired, global brand. Since its introduction in the United States 80-plus years ago, IZOD has evolved into an American institution and a sportswear authority. Having had multiple sponsorships in profes- sional golf, car racing, football, and basketball, the brand has continued to keep visibility up among sports fans of all ages. ACHIEVEMENTS IZOD has a defined presence1797 in the golf arena and has been linked to sports since sports moved firmly into the field of commerce. A num- ber of promotional partnerships — including sponsorships with PGA players Webb Simpson, Scott Piercy, Spencer Levin, and Cameron0 k Wilson, and AAU Boys Basketball — have continued the athletic-inspired direction of the Paris, cocktail hour at the Ritz, the Daimler car Motor Speedway. In 2010 Izod added the official apparel’s brand. with chauffeur and footman, fine silk shirts cus- title sponsorship of the Indy Car Series, aligning The brand’s first-known connection in sports tom tailored by A. J. Izod on Conduit Street just its athletically inspired product and target audi- was the 1932 Olympia International Horse Show, off the Strand.” ence with a national pastime. Vincent Draddy of the David Crystal Additionally, IZOD made its mark on the art Company was also pivotal in introducing the and photography world. One of the brand’s first Izod shirt to American golfers. Draddy, an avid golfer, was able to introduce the Izod shirts to his famous friends Ben Hogan, Sam Snead, and others. Then the business’s visibility boomed, and the Izod brand and its sports apparel soon became regularly featured in Gentry Magazine. Since being brought under the PVH umbrella, IZOD has continued its sports legacy. In the 1990s IZOD became the offi- cial sponsor of the Ladies Profes- sional Golf Association (LPGA). The original Brendan Byrne Arena where A. J. Izod pre- at the Meadowlands in New Jersey sented the Dozi Championship Cup was branded the IZOD Center in a (“Dozi” is Izod spelled backward). Walter Hagen, 2007 deal that reflected the brand’s sportslike a major figure in golf in the first half of the 20th DNA. That original agreement was extended century and the first native-born American to until the state of New Jersey decided to close win the British Open, is quoted in The Professional the center. Golfers’ Association Tour: A History as saying, In 2009 IZOD became the official apparel pro- “I traveled first class, and that included a suite vider of the Indy Racing League, Indy Car Series, at the Savoy at five pounds at day, the Chez Firestone Indy Light Series, and the Indianapolis 42 American editorial features was in the July 5, 1930, Vogue, a sports issue. The world-renowned George Hoyningen-Heuene photograph titled Bathing Suits: A. J. Izod, Ltd., London featured a two-piece IZOD swimming suit with garnet-red trunks and a mixed red-and-white top of machine-knit alpaca wool. HISTORY IZOD’s roots go back to Arthur James “Jack” Izod’s bespoke tailor shop in London, where Jack Izod produced shirts and held a royal warrant to provide them to the royal household. A visiting executive from David Crystal Inc. became intrigued by the name and purchased the rights to it. The Izod of London mark was initially applied to a successful line of women’s shirts and then expanded to include menswear and child- renswear. David Crystal Inc. first added color to the line and subsequently coupled the brand with the Lacoste brand in order to broaden selection and appeal. IZOD’s athletic roots and colorful per- sona were thus first formed. Now associated with Continuing IZOD’s association with sports, PROMOTION the legendary French tennis player René Lacoste the brand signed multiyear sponsorship deals IZOD’s products can be found in department but still lagging in sales, the David Crystal Inc. with golfers Webb Simpson, Scott Piercy, and store shop-in-shops, licensed retail stores, and executive began giving away the shirts to famous Spencer Levin in 2012, the three IZOD brand specialty retail stores. Point-of-sale displays people, including the Duke of Windsor, Sam ambassadors forming “Team IZOD.” Cameron reflect the brand’s aesthetic as an outdoors, Snead, Ben Hogan, and Bing Crosby; the shirts Wilson joined that team in 2014. sporty, and youthful American brand. IZOD pro- started resonating with consumers. motes its products through point-of-sale dis- Over time, the shirts became popularized as THE PRODUCT plays, television, print advertisements, fixture IZOD shirts, and by the 1980s they had become IZOD products cover a range of classic athleti- design, social media sites, and sponsorships. a signature piece of preppy wardrobes in the cally inspired sportswear, golfwear, jeanswear, While continuing to elevate IZOD’s fashion, United States. When the preppy look began to performance wear, accessories, and luxury-style quality, and design, PVH has also focused on sport collections. The IZOD brand growing the brand’s department store presence continues to grow as well, and has and profitability. The company has invested in in- been licensed for additional product store branding, such as installing new shop-in- categories, including leather outer- shops in mid-tier department stores. These wear and watches. shops feature the best and most expansive department store presentation of the IZOD RECENT DEVELOPMENTS brand — colorful, performance-oriented, and The brand has continued to expand inspired by an active lifestyle. Last, given the internationally. In 2011 PVH heightened focus on golf and the brand’s objec- announced a strategic licensing tive to increase the size of its golf business, IZOD arrangement with a Chinese partner, continues to look for new, brand-appropriate which committed to distribute IZOD- ways to touch a broader audience. branded men’s sportswear in more than 1,000 points of sale across BRAND VALUES China, one of the world’s fastest- Today’s IZOD collections remain true to the growing markets. The brand is also brand’s history of colorful style and functional licensed to a major apparel company design. IZOD’s products evolve with customer in India for men’s sportswear and needs while adhering to the brand’s youthful and accessories, another emerging econ- active persona, thereby enabling IZOD to omy with significant potential. become one of the most popular sportswear PVH in 2015 closed IZOD’s retail brands in the United States. business to focus on the growing IZOD wholesale market, and the year also saw launch of the IZOD Tour+ THINGS YOU DIDN’T KNOW ABOUT golf apparel line. IZOD brand ambas- IZOD sador and 2012 US Open champion Webb Simpson debuted the line at ❍ fade at the end of the decade, so did the brand’s the 2015 Masters Tournament, which was first The interlocking IZ logo was introduced sales. IZOD’s owner, at this point known as made available to consumers exclusively at select in 2003. Crystal Brands, split the IZOD and Lacoste Dick’s Sporting Goods and Golf Galaxy stores. ❍ The first IZOD shop opened on 49 Conduit brands in the early 1990s in an effort to maintain Eyewear provider ClearVision Optical intro- Street in London’s famed West End. market share, marketing similarly designed duced IZOD Interchangeable eyewear in 2016, a goods at different price points and in different new collection that lets consumers customize ❍ Former president Dwight D. Eisenhower channels but without success. Lacoste was sold, their eyewear by changing the temple color to wore IZOD while playing golf in the 1960s. and PVH purchased IZOD in 1995. match their look. 43.

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