Word: shirtful
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...before you picture a tranquil artists' community, where the reverent silence of masters at work is broken only by tropical birdsong and the lilt of a distant gamelan, let us put you straight. Ubud is a hot and raucous place?and you're more likely to run into T-shirt hawkers than artists. Visitors are also often struck by the uneven quality and random subject matter of the work on display. Many of the town's famous sculpture studios seem to prioritize commercial expedience over artistic tradition, and put a chaotic jumble of tat on sale?you'll come across...
...before you picture a tranquil artists' community, where the reverent silence of masters at work is broken only by tropical birdsong and the lilt of a distant gamelan, let us put you straight. Ubud is a hot and raucous place - and you're more likely to run into T shirt hawkers than artists. Visitors are also often struck by the uneven quality and random subject matter of the work on display. Many of the town's famous sculpture studios seem to prioritize commercial expedience over artistic tradition, and put a chaotic jumble of tat on sale - you'll come across...
When Lacoste brought the shirts to the U.S. in the 1950s, they were a huge hit--the perfect preppie fashion statement--and their popularity lasted through the 1960s. But General Mills (as in cereals, not woolens) acquired the brand in 1969 during one of corporate America's periodically insane conglomerate phases and decided to combine Lacoste with another brand, Izod. The company got lucky, riding the preppie fashion wave in the 1980s. Then, desperate for sales growth, Big G cheapened the shirt, reduced the price to $35, and sold it everywhere, even to low-end stores like Wal-Mart. "They...
Siegel saw the opportunity and pounced on it as Roddick would a short second serve. Quickly Siegel redefined the product to appeal to a younger crowd. With teenage girls in mind, he and creative director Christophe Lemaire introduced the Lacoste stretch piqué polo, a Lycra-cotton shirt with a sexier, sleeker fit, in 25 vibrant shades. It's Lacoste's best-selling item for women; polos account for 30% of sales in both the men's and women's lines. "The piqué tight polos were the natural look to be paired with low-rise jeans," says Siegel. "They just took...
...next test for the company was to avoid repeating Izod's mistakes. Retailers encouraged Siegel to slash prices to increase sales. He did the opposite, pricing the new shirt at $69 for men and $72 for women, making it the most expensive polo on the market. (Ralph Lauren's Polo retails at $65.) Siegel understands that luxury is now a mass market, but to keep up appearances, sells only to high-end department stores like Saks Fifth Avenue, Neiman Marcus and Barneys. "Our biggest challenge is to continue to grow without overextending or overexposing the crocodile," he says. This time...