The brand hit its peak popularity in the late '70s and early '80s when the "preppy" look became mainstream, with many nationwide department stores featuring separate "Izod/Lacoste" shops, with jackets, sweaters, and a wide variety of other apparel. During this period, annual sales reached $150 million for the shirts alone.
In the late 1970s and early 1980s, when the preppy fashion trend was prevalent, many department stores had "Izod/Lacoste" sections offering jackets, sweaters, and a variety of other clothing items. Sales for shirts during this period were significant.