Lacoste, enjoying a resurgence in the trendiness department, did something very smart. They've priced their polo shirts well above Ralph Lauren's--$75 versus $65. I believe this partly explains why Lacoste has become popular. Like in so many things, by creating the impression that you are less accessible, you become much more in demand.

That being said, Lacoste can't hold a candle to the persistent acceptability of Ralph Lauren. Lacoste may be hot now. However, the Ralph Lauren polo I bought in 1999 is still in style (and in good condition) today, and the one I bought yesterday will still be good to go in 2009. After a previous surge in the early 1980s, Lacoste vanished from the radar screen. There is no reason to think that won't happen again. The greedy gator may be smart, but smarts aren't the only thing that counts.