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The Origins of the Polo Shirt

Sunday 29th of April 2007 12:42:13 AM

When French tennis legend Rene Lacoste worn a shirt sleeved shirt with a collar to the French Open in 1929, a new wave of fashion was born. Lacoste, who was known as ‘the crocodile’ on the tennis courts decided to market his new shirt idea in 1933 after retiring from the game. Adding the now famous crocodile logo seemed the right idea and gave his shirts instant brand-name recognition. While the polo shirt as it came to be known was only available in white, those in the tennis world chose it as their new uniform.

When Lacoste’s son took over the company in 1964, the company expanded outside the tennis court and into the fashion arena. Polo Shirts were now available in many colours and were top sellers until the 1990’s. After revamping the company’s image through sizing changes and marketing campaigns, Polo Shirts have made a comeback. But certain lessons were learned, which Lacoste’s grandson, Philippe has adapted over the years. “We cannot stick to traditional fashion only. Our loyal customers get old too and if we do not move ahead, it’s a good way for the brand to die,” said the younger Lacoste.

As the company moves forward, it has also shifted its focus to include other areas in fashion. “In 1997, our product mix was 92 per cent clothing, eight per cent accessories. Today it’s 60 per cent clothes and 40 per cent in other products. And global sales have doubled too. Shoes have also done exceptionally well — along with bags, they make up seven percent of total sales,” said Philippe Lacoste. Being able to withstand fashion trends by venturing into new territory would have made the adventurous tennis player who created this signature look very happy.

(c)jnnfrmarie,www.sxc.hu