Category Archives: Brand Licensing


Why the Licensing of Luxury Brands Can Pose a Risk

20

Apr 2016

Why the Licensing of Luxury Brands Can Pose a Risk

I’ve posted blogs about retail and fashion brands moving into branded restaurants and food, seemingly unrelated to their apparel and accessory businesses.  Brand stretching — going well beyond core products entails risk if not carefully executed. High end fashion and luxury brands may be more vulnerable to dilution since their core customer takes pride in knowing that his or her purchases will not be over-distributed…

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Jimmy Fallon Gets Into Sports Licensing

23

Oct 2015

Jimmy Fallon Gets Into Sports Licensing

Another celebrity has entered the licensing game. Earlier this month Jimmy Fallon, host of the Tonight Show and GIII sportswear announced a partnership for a new brand concept called Hands High with the NFL, NBA, NHL, and MLB sports leagues. Fallon’s apparel idea, which he shared with his Tonight Show audience  http://tinyurl.com/ob3vknp  is to use “beachfront” property, blank space under the arm of team sweatshirts…

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Lifestyle Brands and Collegiate Apparel – A Winning Combination

17

Sep 2015

Lifestyle Brands and Collegiate Apparel – A Winning Combination

  Pink by Victoria’s Secret, Vineyard Vines, Vera Bradley, Dooney and Burke, Ralph Lauren, Peter Millar, Brooks Brothers, Nike, Adidas, Under Armour, Champion, Dockers, Carhartt and Old Navy — all have a common link. Each one is finding success licensing college trademarks in what has become an almost $5 billion dollar business. By moving into this segment, fashion and lifestyle brands can count on appealing…

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Let’s Get Digital Tech-inspired properties are poised to take off in 2016

12

Aug 2015

Let’s Get Digital Tech-inspired properties are poised to take off in 2016

  The future is now, according to industry chatter at the 35th Licensing Expo which took place in Las Vegas June 9-11. Looking ahead was the growing importance of digital platforms as a showcase for new and existing brands. One example? Awesomeness TV, a teen focused You Tube channel, recently started a consumer products division to capitalize on merchandising concepts inspired by its roster of…

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Awesomeness TV booth

03

Aug 2015

Digital Platforms, Social Media Spawn New Trends at Licensing Expo 2015

By Nancy Gendimenico for Apparel Magazine, posted August 3, 2015 Apparel and Fashion Focus At Licensing Expo 2015, there was a notable rise in exhibitors and attendees. According to show management, retailer attendance was up 15% over last year. This included representatives from Toys R Us, Hot Topic, Target, Staples, Pottery Barn, Justice, and Kohl’s. International visitors and exhibitors also increased, with show sections devoted…

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15

Jul 2015

Graphic Tees Are Back-A Form of Self Expression for the Wearer and Big Dollars for the Brands

The Return of the Graphic T-Shirt by Hettie Judah JULY 12, 2015 Business of Fashion LONDON, United Kingdom — Funny, obscene, obscure, retro, rebellious, puerile or tribal — often broadcasting fandom, in-jokes or subcultural affiliation — the humble graphic t-shirt punches far above its weight. For labels, it’s a high volume product with a healthy margin that requires no specialist manufacturing. For consumers, it can…

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New Footwear Licensing Partnerships Showcase Innovation, Fashion Relevance and Sustainability

28

Jan 2015

New Footwear Licensing Partnerships Showcase Innovation, Fashion Relevance and Sustainability

A tire company and an outdoor brand form a partnership and a sustainable supply chain; two U.S. brands worn on California beaches team up for limited edition footwear and accessories; and a streetwear brand with NYC roots collaborates with an iconic New York designer. Three partnerships, announced in late 2014, are not your typical licensing arrangements, but Timberland, Omni Tires, Deckers Brands, Pendleton, DKNY and…

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Licensing  Expo -What’s New for 2015

01

Aug 2014

Licensing Expo -What’s New for 2015

Feisty feathered females, forest dwelling blue creatures, a funky monkey, and super powered girls made appearances in Las Vegas from June 17-19 at the 34th annual Licensing Expo, the largest licensing industry gathering. Character and entertainment brands dominated almost 500 exhibitors there to showcase their up and coming properties for 2015 and beyond. Many successful brands have been re-packaged, allowing licensed partners to update their…

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