On January 7, 2015 (yes, I said 2015) parent company PVH announced that it would be closing all 120 Izod retail outlets due to an increased competitive environment driven by more premium brands in the outlet retail channel. This move was not intended to affect Izod's growing wholesale business to department stores and other retailers. As of 2015, Izod no longer made or sold women's clothing except for the golf line. In the opinion of Apparel Search, exiting the women's market may not have been the best idea. Rather than spending time and energy strategizing how to exit the women's market, they possibly could have better spent time focusing on redesigning a new logo.
"Izod" has meaning to a particular segment of consumer, the current "logo" possibly not so much.
Obviously losing the alligator hurt (the pain possibly started back in 1993). Which may have ultimately led to the desperate idea of bailing out of the very important women's market.
Maybe they should have taken a bite out of Lacoste and been more creative with a competitive logo. Maybe PVH should hire someone from Apparel Search. We would tell them to create a better logo to eat the Lacoste alligator for lunch. Let's be honest, the Lacoste logo is more recognizable that the "IZ" crest.
- Just in case you are not aware, Izod and Lacoste are two DIFFERENT companies.
- Izod Lacoste was formerly a brand name of sportswear licensed to Izod by Lacoste from 1952-1993.
On June 7, 2017, parent company PVH announced that it has reached a licensing agreement with Adjmi Apparel Group subsidiary Sports Products of America to manufacture women's sportswear, golfwear, and activewear under the IZOD brand beginning February 2018, thus signifying IZOD's return to the women's clothing market. The initial term of the licensing agreement runs through 2020.
About Adjmi Apparel Group:
Established in 1976, Adjmi Apparel Group has transformed from a small importer to one of the most reputable apparel manufacturers in the industry. Over the last forty years, Adjmi has established itself as a source for high-quality, fashionable apparel across various product categories and age groups. The Adjmi portfolio currently includes international brands such as XOXO, Earl Jeans, Hind, Fila and Champion, as well as market brands including Apana and Layer 8. Adjmi also operates a private label business for some of the largest retailers in the world.
Here is an image of portion of the Izod website. You will see that it is rather odd for an important clothing brand such as Izod to have only men's. I have added an arrow to show where they are missing potential sales.
Learn more about the women's Izod fashion here on Apparel Search.