THE MARKET the IZOD Brand Is a Youthful, Ener
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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 1797 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 0 k 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 THE MARKET expanded to include menswear and childrens- The IZOD brand is a youthful, ener- wear. David Crystal Inc. first added color to the getic, sports-inspired, global brand. line and subsequently coupled the brand with the Since its introduction in the United Lacoste brand in order to broaden selection and States almost 80 years ago, IZOD appeal. IZOD’s athletic roots and colorful per- has evolved into an American insti- sona were thus first formed. Now associated with tution and a sportswear authority. the legendary French tennis player René Lacoste Having had multiple sponsorships in but still lagging in sales, the David Crystal Inc. professional golf, car racing, foot- executive began giving away the shirts to famous ball, and basketball, the brand has people, including the Duke of Windsor, Sam to grow as well, and has been licensed for addi- continued to keep visibility up among Snead, Ben Hogan, and Bing Crosby; the shirts tional product categories, including leather out- sports fans of all ages. started resonating with consumers. erwear and watches. Over time, the shirts became popularized as ACHIEVEMENTS IZOD shirts, and by the 1980s they had become a RECENT DEVELOPMENTS IZOD has a defined presence in the signature piece of preppy wardrobes in the United The brand has continued to expand internation- golf arena and has been1797 linked to States. When the preppy look began to fade at the ally. In 2011 PVH announced a strategic licens- sports since sports moved firmly into end of the decade, so did the brand’s sales. IZOD’s ing arrangement with a Chinese partner, which the field of commerce. A number of committed to distribute IZOD-branded men’s promotional partnerships — includ- sportswear in more than 1,000 points of sale ing sponsorships with PGA players across China, one of the world’s fastest-growing Webb Simpson, Scott Piercy, Spencer markets. The brand is also licensed to a major Levin, and Kevin Na; the New York apparel company in India for men’s sportswear Giants; the IZOD IndyCar Series; the and accessories, another emerging economy with IZOD Center sports and0 entertaink - significant potential. PVH currently has 29 ment arena; and AAU Boys Basketball — have cocktail hour at the Ritz, the Daimler car with inspired product and target audience with a licensing agreements for IZOD stores, seven of continued the athletic-inspired direction of the chauffeur and footman, fine silk shirts custom national pastime. which are international. Current licensees now apparel’s brand. tailored by A. J. Izod on Conduit Street just off Additionally, IZOD made its mark on the art operate 39 freestanding stores. The brand's first-known connection in sports the Strand.” and photography world. One of the brand’s first was the 1932 Olympia International Horse Show, Vincent Draddy of the David Crystal Company American editorial features was in the July 5, PROMOTION was also pivotal in introducing the Izod shirt to 1930, Vogue, a sports issue. The world-renowned IZOD’s products can be found in department American golfers. Draddy, an avid golfer, was George Hoyningen-Heuene photograph titled store shop-in-shops, licensed retail stores, able to introduce the Izod shirts to his famous specialty retail stores, and company-operated golf business over the next few years, IZOD con- friends Ben Hogan, Sam Snead, and others. With stores. Point-of-sale displays reflect the brand’s tinues to look for new, brand-appropriate ways to these the business visibility boomed, and the aesthetic as an outdoors, sporty, and youthful touch a broader audience. Izod brand and its sports American brand. IZOD promotes its prod- apparel soon became ucts through point-of-sale displays, television, BRAND VALUES regularly featured in print advertisements, fixture design, social Today’s IZOD collections remain true to the Gentry Magazine. Since media sites, and sponsorships. Most recently, brand’s history of colorful style and functional being brought under the IZOD was a sponsor of the MAXIM Clubhouse design. IZOD’s products evolve with customer PVH umbrella, IZOD has at the 2013 Masters Golf Tournament in needs while adhering to the brand’s youthful and continued its sports leg- owner, at this point known as Crystal Brands, split Augusta, Georgia. active persona, thereby enabling IZOD to become acy. In the 1990s IZOD the IZOD and Lacoste brands in the early 1990s in While continuing to elevate IZOD’s fashion, one of the most popular sportswear brands in the became the official spon- an effort to maintain market share, marketing sim- quality, and design, PVH has also focused on United States. sor of the Ladies Profes- ilarly designed goods at different price points and growing the brand’s department store presence sional Golf Association in different channels but without success. Lacoste and profitability. The company has invested in (LPGA). In 2007 the was sold, and PVH purchased IZOD in 1995. in-store branding, such as installing new shop- THINGS YOU DIDN’T KNOW ABOUT Meadowlands Arena was Continuing IZOD’s association with sports, the in-shops in mid-tier department stores, account- IZOD where A. J. Izod presented branded the IZOD Center in brand signed multiyear sponsorship deals with ing for approximately 40 percent of total volume. the Dozi Championship Cup a five-year sponsorship deal golfers Webb Simpson, Scott Piercy, and Spencer Additionally, as part of J.C. Penney’s new m The interlocking IZ logo was introduced (“Dozi” is Izod spelled back- that reflected the brand’s Levin in 2012, the three IZOD brand ambassadors marketing strategy, the IZOD team nearly dou- in 2003. ward.) Walter Hagan, a sportslike DNA. forming “Team IZOD.” bled the size of its shop-in-shops in approxi- major figure in golf in the first half of the 20th In 2009 IZOD became the mately 40 stores in 2013. These shops feature the m The first IZOD shop opened on 49 Conduit century and the first native-born American to win official apparel provider of the Indy Racing THE PRODUCT best and most expansive department store Street in London’s famed West End. the British Open, is quoted in The Professional League, Indy Car Series, Firestone Indy Light IZOD products cover a range of classic athleti- presentation of the IZOD brand — colorful, m Former president Dwight D. Eisenhower Golfers’ Association Tour: A History as saying, “I Series, and the Indianapolis Motor Speedway. In cally inspired sportswear, golfwear, jeanswear, performance-oriented, and inspired by an active wore IZOD while playing golf in the 1960s. traveled first class, and that included a suite at the 2010 Izod added the official title sponsorship of performance wear, accessories, and luxury-style lifestyle. Last, given the heightened focus on golf Savoy at five pounds at day, the Chez Paris, the Indy Car Series, aligning its athletically sport collections. The IZOD brand continues and the brand’s objective to double the size of its 54 55.