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Keeping up with Fashion Licensing Trends

What the numbers say about where we are and where we’re headed.

9 Min Read
Popeye x Hush Puppies collab in Chile.
Popeye x Hush Puppies collab in Chile.Popeye, Hush Puppies

At a Glance

  • The character collection
  • Getting sporty
  • What to expect in fashion trends in 2024

Whether it’s toys or food or fashion, License Global closely follows consumer trends. What licensed products and deals are perched atop the heap? What’s been happening? What might we expect to see coming down the pike? License Global looks back over fashion trends seen in 2023 and forecasts likely trends we’ve extrapolated from our data.

Licensing International’s 2023 Global Licensing Industry Study found the Fashion category continued its share decline that began back in 2018, falling -0.3 share points to 8.7% of the market, dropping to the fourth-ranked share position for the first time since LI began running the Global Study. LI reported some modest growth of +3.8% in 2022 as product categories that traditionally license fashion brands (such as beauty aids, accessories, footwear and gifts) were on the uptick again in 2022.

Despite this decline, we’re still seeing fashion as a top news topic in licensing, with continued collaborations across entertainment, sports and shoes. Entertainment and licensing go together like peanut butter and jelly. In 2023, we saw that pairing manifest itself through some great licensed apparel, featuring everything from celebrities to comic characters and toys. In October, Poetic Brands announced it had received a new pan-European license from global brand development, marketing and entertainment platform, Authentic Brands Group, to design, manufacture and distribute apparel celebrating top-tier icons, Muhammad Ali, Elvis Presley and Marilyn Monroe. But it’s not just celebrities from days gone by garnering fashion licensing deals. In December, Rolling Stone commemorated musician, Olivia Rodrigo’s, first solo cover on the music publication with a new line of limited-edition clothing produced in partnership with Geffen Records and Bravado, Universal Music Group’s brand management company...

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About the Author(s)

McKenna Morgan

Content Editor, License Global

McKenna Morgan is Content Editor for License Global. Based in the Santa Monica office, McKenna specializes in coverage involving non-profits, beauty and cosmetics, health and wellness, new and social media and entertainment licensing.

When McKenna isn’t covering the latest licensing news, she spends her time attending live music shows and finding her next travel destination.

Jane Neal

Content Editor, License Global

Jane Neal is a Content Editor for License Global. Working remotely in the great state of Wisconsin, Jane specializes in retail and pop-culture trends.

She has worked extensively in the communication field as a managing editor, advertising copywriter, technical writer and journalist. She detoured for several years into academia where she taught journalism, English and humanities at the college level.

A complete Marvel nerd, she enjoys food, films, fishing, friends and family … and alliteration.

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