MKT 100 Chapter Notes - Chapter 60: Izod

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Bonato

Document Summary

Lacoste name was licensed to american manufacturer izod (the second licensee). Alligator-emblazoned apparel could be found in better department stores and country club golf and tennis shops into the late 1980s. But izod also began to sell the alligator apparel in discount stores, and quality and sales suffered. The alliance continued until 1992, when lacoste severed its ties with izod. Lacoste has since regained its prestige image and can be found in boutiques and exclusive specialty department stores around the world. 60. Licensors also run the risk of improperly valuing their brand for licensing purposes or entering into the wrong type of licensing arrangement. Entertainment inc. "s previous deals with movie studios for the use of its comic book characters were undervalued, because the fi rm took lump-sum licensing fees upfront rather than pegging its royalty fees to sales. Moreover, the success or failure of merchandise based on movies is directly affected by the success or failure of the movie itself. 62.