Word: devanlay
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...Levi Strauss, where he launched the hugely successful Dockers brand in 1986. Siegel left Levi's to run Stride Rite, then headed south to Charleston, S.C., to contemplate retirement. But, he says, "those thoughts lasted like two minutes." He took on a few consulting jobs. Among them was Devanlay, the global apparel licensor of Lacoste, a brand that had been so badly managed in America that it was eventually withdrawn from the U.S. market, even though it had ruled fashion for a while...
...save what was left, Lacoste (which is still family owned) partnered with clothing licensor Devanlay to buy back the U.S. rights in 1992, and then got out of town. Lacoste returned to Palm Beach and Bal Harbor, Fla., three years later and attempted to reclaim its upper-class cachet. But the next six years were a struggle for the brand...
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