Masters In Fashion Merchandising - Licensing: Help To Grow Existing product Lines
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The attraction of licensing trademarks for business intentions appears to be at an all-time high, mostly in the fashion arena where consumers are buying more licensed products and brand names than ever before. For retailers, licensing opportunities supply them with a point of variation from their competitors.
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Licensing is leasing a legally protected property (like trademarked or copyrighted name, logo, likeness, character, phrase or design) to another party in composition with a product, aid or promotion. It is a process which lays stress on buyer management, amelioration of brand equity in line with international imagery, providing right shopping milieu and perhaps is less about manufacturing. Licensing is a way of growing with an already established brand. It provides the brand recall benefits, which are not achievable in case one comes out with a brand new image.
There are many types of licensing business like art & design, corporate brands, events, fashion brands, food & drink, institutional, magazine brands, music, personalities, sports and television licensing to name a few.
The advantages of licensing for licensors
The main benefit for a licensor is the premise to use and institute its brand or property.
Licensing can achieve this by:
. Enhancing its brand existence at a sell or distribution outlet.
. Making supplementary brand perception to preserve its core products or services.
. Providing and expanding its core values straight through assorted links with the licensed products/service or category.
. Arrival into new markets (consumer or geographical) which were unfeasible with its own strengths.
. Making new revenue flows, often with limited involvement or supplementary financial resources
The benefit of licensing for licensees
The main benefit for a licensee (particularly builder or retailer) is the potential to considerably upsurge buyer interest in and sales of its products or services.
Licensing can achieve this by:
. Shifting the values and buyer favour towards the licensed goods or service.
. Providing added value and differentiation in the contentious market.
. Offering supplementary marketing preserve or speed from the core property's activity given by the licensor.
. Attracting new target markets who have not been paid concentration in a licensee's goods or service.
. Providing credibility for shifting into new shop sectors straight through goods extension.
. Attaining supplementary sell space and favor.
Licensing: The expanding scenario worldwide
Reviewing the year-after-year worldwide sell sales from 2000 to 2004, the licensing business this year has shown an increase. In general, 2004 anticipated worldwide sell sales of licensed business increased 1.5 per cent to 5.3 billion against 2003 2.7 billion, with the Usa Making nearly 0 billion (nearly .805 billion in royalties) and Europe billion. In Uk, the brand licensing industry is worth practically £7billion in sell and £368million in royalties.
Recently many international textile-garment-apparel manufacturing fellowships are in news due to their licensing trade with many other companies.
Everlast Worldwide Inc, which is a men's and women's apparel and accessories seller, recently announced signing a new four-year license trade with Jacques Moret Inc of New York City. As of January 1, 2006, this new trade grants Moret, a major provider to the Us apparel market, a license for Everlast men's activewear, sportswear, outerwear and swimwear in the United States. Moret will partner with M. Hidary and business Inc for design, amelioration and sales of the activewear part of the license. M. Hidary has achieved great success with its vast caress in the men's branded activewear business. They will purchase confident men's apparel catalogue owned by Everlast and assume other transitional costs linked with the men's business. Additionally, confident key sales, merchandising and operational personnel will join the new group.
Burnaby, B.C.-based Id Wear, a group of Pimlico Apparel, has recently received the sole license for the manufacture, institute and sale of the Playboy brand of high-end denims for the North American market. Pimlico produces denim products for its own brands, Id Wear and private labels such as Nordstrom's and Harley-Davidson. Moreover, Id Wear is the first North American business to supply laser logoing on its garments.
Marvel Enterprises, Inc., a global character-based entertainment licensing company, recently declared that it is strengthening its prominent apparel licensing business with prominent partners Kids Headquarters (as specialist apparel licensee) and Mad machine (which will spearhead t-shirts and tops). This statement means a brand new partnership with Kids Headquarters and an wide relationship with Mad Engine.
Juicy Couture has partnered with Sàfilo Group for a full eyewear range that it will introduce in spring 2006. A budget-priced set of sunglasses and ophthalmic eyewear for men will also be introduced via an trade between fashion brand Haggar Clothing Co. And The Feldman Corporation's I-dealoptics division.
Aviation and military-inspired leather outerwear and sportswear brand Avirex signed a multi-year license trade with Kids Headquarters for sportswear and outerwear for boys.
Outerwear and Sportswear business G-Iii Apparel Group obtained secretly held outerwear fellowships Marvin Richards and Winlit Group Ltd. G-Iii now possesses licenses for Calvin Klein and Guess men's and women's outerwear, Tommy Hilfiger leather outerwear, London Fog and Pacific Trail.
Top 5 Children's Apparel Character Licenses: 2004
1. Winnie the Pooh & Friends
2. Disney Princess
3. Spider-Man
4. Mickey Mouse & Friends
5. SpongeBob SquarePants
Sesame Workshop and Pearl Izumi, an athletic-wear producer, have tied up to initiate Sesame road cycling jerseys and socks. straight through a licensing trade with plus-size apparel builder Bodywaves, Inc., Champion has set up Champion Plus, a full line of women's activewear that covers both operation fitness and "ath-leisure" styles. Warner Bros. buyer Products and Tunk Limited., a Cinq Group brand, have partnered to make tops, jackets and headwear.
Licensing practice in India on a rise.
Nowadays, many Indian textiles fellowships are entering into licensing agreements with international brands, prominent to the growth of the concept of business straight through licensing.
Gokaldas Images Ltd, which owns and markets the apparel brand Weekender, has signed an trade with the World Wrestling Entertainment (Wwe) for licensing and marketing the apparels with the Wwe logos in the domestic market. A prosperous form of licensing - sports licensing, has industrialized into a multi¬billion dollar systematic business and has increased its scope to sporting events like Wwe, the Olympics, Euro, Cricket and Soccer World Cups. It is estimated that one fifth of the Wwe's $ 300 million per annum behalf is achieved by licensing. Moreover, Weekender - Gokaldas Images Ltd. Markets the Enamour lingerie as well.
Character and entertainment licensing too has benefited in last few decades, Making billions of dollars of profits each year.
S. Kumars is planning to introduce six new international brands into the country and it is finding towards a long-term partnership with these international textile brands.
Recently, Indus Clothing Ltd signed a licensing trade with Disney cConsumer Products (Dcp) to furnish its kids' wear brand Disney cJeans in India. This deal will permit Indus Clothing Ltd to speculation into standalone sell stores for the faultless goods line exterior the Disney brand. The business intends to spend about Rs. 21 crore to institute 20 standalone Disney jeans outlets by the end of 2007 and 50 outlets the following year. Their main focus is to put up a strong sell network for the brand and subsequently plan to institute and utter a consistent brand image. Indus Clothing Ltd is also the licensee for Lee Cooper apparel to shop their products in India.
Madura Garments possesses the world license for three brands namely, Louis Philippe, Allen Solly and Peter England. It has now also come into a strategic tie-up with the fast-growing brand Esprit, with an objective of strengthening its brand briefcase in key segments like women's segment, superior relaxed clothes segment and accessories. An Italian brand that is synonymous with Mtv, Umm (Underground Music Movement) has joined Pantaloon, one of India's largest sell chain stores.
American innerwear brand Jockey entered the Indian shop in 1998 straight through a marketing arrangement with Bangalore based Page Apparels. Besides the general output and distribution proprietary in India, the brand also has a buyback arrangement with the parent company.
The Shirt business (Tsc) has been granted the license by the owner of the Barbie brand - Mattel, to make and sell Barbie apparel in India. For this it works closely with Smith & Brooks, the official licensee for Barbie clothing in the European market. Moreover, the apparel branch of the Forbes Gokak Group is the licensee for brands like Daks, Trussardi and Savile Row.
Tommy Hilfiger entered the Indian shop straight through a joint speculation between the Murjani Group and the Arvind Mills. Called the Arvind Murjani Brands private Limited, Amb has the licensing trade for marketing and distributing Tommy Hilfiger apparel in India. The Murjani Group, settled in New York, was established in 1930 by B K Murjani. By 1958, with a output of over 10 million units per annum, Murjani's became one of the biggest apparel producers in the world.
It was in the early 1970s, when Murjani initiated brand name amelioration and marketing. Over the years, the group has widened and introduced a range of major global brands, such as Gloria Vanderbilt, Coca-Cola Clothes and Tommy Hilfiger. Fashion retailer French relationship Uk has firmed its plans to initiate the brand in India. The business is assumed to be in talks for the licensee deal with Vijay Murjani, Murjani Group.
Many fellowships prefer licensing in order to reinforce brand image, create recognition and build brand equity. Licensing is the business arrangement in which the proprietor of the 'product', 'trade mark' or 'brand' allows some other group to use its brand name in return for specified royalties or payment.
Recently, the government of India has stylish the Uk-based kids' care sell chain Mothercare Plc's offer to set up a 100 per cent subsidiary in India with an speculation of Rs 32.25 crore. The Indian branch will find and purchase textile and garments from local traders and would promote the same in India straight through franchise operation with third party business associates.
Mothercare has already provided a license to Shopper's Stop to use its trade mark and brand name on the products to be supplied by its Indian subsidiary to the sell major for sale and distribution in India.
Indian players have used the licensing practice after the huge success of the strategy in the international market. The inclination for Making business straight through licensing has assisted many fellowships to post some big alternations of the otherwise 'own brand extension' concept. Oxford Industries, Inc. Is an illustration of how a business can get bigger with licensing. The business is a diversified international producer, licensee and wholesale marketer of branded and private label apparel for men, women and children.
Oxford offers retailers and consumers with a huge range of apparel products and services to suit their private requirements. Its major brands cover Tommy Bahama, Indigo Palms, Island Soft, Ben Sherman, Ely and Walker and Oxford Golf. These brands are offered in national chains, specialty catalogues, mass merchants, branch stores, specialty stores and Internet retailers. The business also has exclusive licenses to make and sell several goods categories under the Tommy Hilfiger, Nautica, Geoffrey Beene, Slates, Dockers and Oscar de la Renta labels.
Fashion licensing is largely divided into two categories: apparel brands and designer names. The priority of fashion licensing is brand extension, which is in general obtained by designers straight through licensing products other than their main apparel lines. Calvin Klein remains one of the premier examples for this type of licensing agreement, as its revenue tripled after adopting such a marketing strategy.
In 1997, licensing, which is responsible for more than 90 per cent of the label's sales, has now made the brand's global sell volume of about $ 5 billion from $ 2.1 billion in 1994. Many international brands catering to Indian players for licensing is a clear signal that a shop which was premature a integrate of years back, has now been proper by the entire business community and will reach to its maximum level in the Arrival years. Licensing prospects now exist in all spheres. prominent international names that offer huge opportunities to harness the power of their name are Warner Bros, You and Me Baby, Nickelodeon, Barcode Kitties and Bbc Worldwide, that is predominant for operating brand names like Teletubbies, Tweenies and Fimbles.
Conclusion
In year 2004 licensing business shown huge growth, with notably 5.6 percent increment in entertainment, 3.8 percent in brands & trademarks and also showed good growth in other categories compared to 2003. So as character and entertainment licensing business showed a healthy growth in last few decades, and Making billions of dollars of profits each year, the prospects of over all business, particularly fashion, textile and garment retailing will right on have a tantalizing future.
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