The Cherokee Group’s chief executive officer Henry Stupp is building a fashion lifestyle brand portfolio through licensing and partnerships with best-in-class retailers around the globe.Cherokee, which has certainly endured the ups and downs of recession, bankruptcy and management changes, has its act together and is better positioned to seek new partners and bring a piece of American lifestyle to consumers around the globe.
It’s all part of a new approach that Stupp and his executive team call Licensing 3.0, which includes:
- Product design and development.
- Support services that include regular retail analytics and market research, as well as sourcing and manufacturing.
- Marketing, which includes promotions, in-store merchandising displays, signage and social media intiatives.
- Financial support services.
To read the full story on Cherokee’s new approach to licensing in the August issue, click here.
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