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Fashion is Vital to a Brand’s Ecosystem

License Global hears from Julian Moon, senior vice president at Warner Bros. Consumer Products EMEA, ahead of Brand Licensing Europe in September.

License Global

August 17, 2022

2 Min Read
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License Global logo.License Global

Brand Licensing Europe is back at London’s ExCeL Sept. 20-22, bringing together the broadest range of European brands available for license for three days of deal-making, networking and trendspotting. 

The event provides a great opportunity to catch up with retailers and licensees and gives an insight into what’s happening in the European market and the wider licensing industry, according to Julian Moon, senior vice president at Warner Bros. Consumer Products EMEA. “This year’s show is a chance for us to showcase the versatility of our brands and our expertise in applying them to current and future trends, for every age group from Gen Alpha to adults.” 

Fashion is the central theme of BLE this year, weaving its way throughout the event with high-end product showcases on a central catwalk, that will feature 10 choreographed shows over the three days. Moon acknowledges that it is an exciting space to be in. He says that there’s a lot of innovation going on in fashion, with online, phygital and in-store experiences.  

“Fashion is a particularly strong sector for us, so BLE’s focus is a chance to underscore just how vital fashion is to a brand ecosystem, as another touchpoint for fans to connect to their favorite properties,” says Moon. “It’s also a recognition of how far licensed apparel has come. It’s not about just adding a logo on a T-shirt, but today’s designers, retailers and consumers are looking for high-quality products with high-end design credentials.”  

In addition, fashion companies are increasingly recognizing the value that licensed properties can add in terms of PR, social media marketing and customer appeal. 

Moon adds, “We’ve long had a reputation for trailblazing within the fashion category; we were at the forefront of the nostalgia trend, the ‘mini me’ fashion movement and the popularity of high-end fashion collaborations, including some groundbreaking retail executions over the years.” 

“Warner Bros. will be bringing its largest-ever portfolio of brands to BLE this year,” says Moon. “Wizarding World, DC, The Powerpuff Girls, Adult Swim’s Rick and Morty. We’ve just released HBO’s ‘House of the Dragon,’  the prequel to ‘Game of Thrones’ and we have teamed up with Stradivarius for a women’s capsule collection. Our Looney Tunes characters are consistently strong performers, in both kids’ and adult apparel – our Looney Tunes x Reebok streetwear collection went global back in May.  

“We keep an eye on up-and-coming trends, but we’re fortunate in that our animation brands have such a strong heritage, says Moon. “‘The Batman’ has also had a fantastic year. Lanvin, EleVen by Venus Williams, Carhartt, Tomboy X, Fossil and PUMA all released Batman-inspired ranges earlier this year, and we’re still seeing strong demand for the perennial property.” 

Catch Warner Bros. Discovery at booth C171 at London’s ExCeL in September. Register for Brand Licensing Europe here.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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