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Article: Crocodile swimming in new waters. (Crystal Brands Inc. launches marketing plans for its mens' sportswear brands Izod, Lacoste and Chemise Lacoste)
- Article from:
- Daily News Record
- Article date:
- February 24, 1992
- Author:
CopyrightCOPYRIGHT 1992 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Crystal Brands has shattered the old mold for its Izod Lacoste Men's division by kicking off an ambitious three-pronged merchandising and marketing program for fall '92.
The company has jettisoned its previous men's sportswear marketing approach and is now selling three branded lines, each of which is aimed at a different segment of the men's market. The newly positioned brands are Izod, Lacoste and Chemise Lacoste.
Previously, the division manufactured and marketed one sportswear line, which was sold to collections departments in department stores. The more active groups within the collection bore the Lacoste label, while the more general ...