Retail Savvy Spells Success

Editor's Note There's an underlying theme or trend that will come forth as you read the various articles in this issue, which features the exclusive Licensing 2008 International Expo, profiles of Elie Dekel of Fox Lic

April 6, 2018

Editor's Note

There's an underlying theme or trend that will come forth as you read the various articles in this issue, which features the exclusive Licensing 2008 International Expo, profiles of Elie Dekel of Fox Licensing & Merchandising, Richard Dickson of Mattel, High Street retailer Hobb's, plus 10 examples of retail licensing excellence.

In fact, this trend is of critical importance to the business of licensing and merchandising worldwide. It's retail partnerships.

Some readers may immediately react and argue that the retail component of licensing has always been critical to the success of a property's performance. However, with consolidation, economic uncertainty, globalization, and other issues impacting business, as well as consumer spending, the retail partnership conjures a new meaning, particularly as the demand for differentiation, exclusivity, and longevity are extolled by retail executives and their counterparts in brand licensing and merchandising.

The fact is, to paraphrase a popular cliché,

when the going gets tough, the tough are turning to licensing and the brands that resonate among consumers.

In the exclusive story about Fox Licensing & Merchandising, Dekel said that one of the most important factors in the future of licensing is retail marketing and relationships.

The special section entitled "Retail Excellence" focuses on 10 examples of retail-licensing partnerships that have created new product extensions as well as excitement in the stores. For example, Coca-Cola and Wal-Mart launched an eco line of tees last month. The Gap partnered with Chorion for a co-branded Junk Food apparel collection, marking the first time the retailer has executed a licensed promotion. Target and DwellStudio partnered on a collection of home and baby products.

And there are several other retail partnerships that were just recently announced and reported in the

License! Global

E-Newsletter, including:

Carrefour and Marvel:

This two-year worldwide licensing agreement will bring Hulk, Spider-Man and Iron Man characters to the textile collections of the world's second largest retailer.

Payless ShoeSource and Nickelodeon:

This multi-year licensing agreement will result in an exclusive line of Blues Clues footwear for the fall 2008.

Steve & Barry's and HBO, New Line:

The trendy retailer of licensed apparel, which debuted Sarah Jessica Parker's Bitten collection, will offer a selection inspired by

Sex and the City: The Movie

, debuting May 30.

The retailers view licensing as a bona fide opportunity to drive store traffic, offer exclusive brands and products, and satisfy consumer demand.

Signing the legal agreement and announcing a hot deal is the easy part of the partnership. It's the coordination of marketing, design, promotion, and, ultimately, the execution at store level that will determine the success of the retail licensing partnership.

Regardless of the specific deal, the growing number of such retail licensing partnerships confirms the fact that this is a mega-trend that will continue to impact the business of retail licensing and drive the growth of worldwide retail sales of licensed products for the foreseeable future.

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