Licensing Week Virtual kicked off on Monday, June 15, providing a breadth of new, online opportunities for the licensing industry. The theme of the day was brands and lifestyle, bringing out some of the most well-known executives in the licensing industry who shared tips and strategies via online keynotes and various panels. From listening to speakers to networking and “walking” the virtual show floor, there was something for everyone in the industry, and the event is only getting started. Here’s your recap of the first day of this inaugural event and all it had to offer.
Keynote: Kraft Heinz: Leveraging More than 100 Years of Heritage
Kraft Heinz’s Chris Urban highlighted the group’s approach to using brand licensing to build on its existing consumer relationships during his insightful keynote address, moderated by Amanda Cioletti, event and content director, licensing, Informa Markets.
With the trend of nostalgia hitting the food and beverage sector in waves, the experts at The Kraft Heinz Company – responsible for grocery icons such as Kool-Aid, Planters, Oscar Mayer, Jell-O, Heinz Ketchup and more – are bringing their iconic brands to the world of licensing. Urban discussed Kraft Heinz’s strategies to use this retro trend to their advantage.
For more information on the licensing journey of Kraft Heinz, the products underway and the strategies the brand will take to expand its consumer products program with the help of its agency Brand Central, watch the full keynote by registering for Licensing Week Virtual.
Panel: What Do Licensees Want?
Steven Heller, founder, The Brand Liaison, moderated the “What Do Licensees Want?” panel, which featured five other industry experts: Chris Volpe, chief operating officer and chief financial officer, United Legwear and Apparel; Jeff Siskind, president, Castlewood Apparel Group; Cindy Levitt, senior vice president, licensing, Mad Engine; Jeffrey Fisher, president, Fashion Angels; and Brian Speciale, president and co-founder, The Comfy!
The panelists discussed taking licensing risks, looking for insight and learning when you’re new to the licensing industry. They also shared personal stories about creating successful licensing programs, outlined the opportunities presenting themselves through e-commerce, discussed licensing strategies and more.
To learn more, please watch the full keynote by registering for Licensing Week Virtual.
Panel: Stop Living in a Silo: Why Everyone Needs an E-Comm Strategy
Jeff Lotman, owner, Global Icons, moderated a discussion about the growing role e-commerce will play in brand retail strategies and shared tips for how the licensing community can best leverage online shopping plans.
Michael Carlisle, principal, The Wildflower Group and Matt Bonaccorso, director of global video games and robotics, Discovery, chatted with Lotman about the temporary closures of brick-and-mortar stores due to the COVID-19 pandemic, which has acerbated trends in a retail landscape that was already experiencing widespread changes. As consumers were asked to stay home, more and more people headed online to shop. Many brands were already pushing toward e-commerce as part of their overall strategy, but the pandemic accelerated those plans.
In addition, they discussed building a brand through e-commerce, understanding fans through data and more.
The panel provided a deep dive into the strategies needed to lead a successful e-commerce plan. To hear the full discussion, be sure to register for Licensing Week Virtual to access the recorded panel, "Stop Living in a Silo: Why Everyone Needs an E-Comm Strategy."
Panel: Consumers, Brands and Retailers: Adapting in the New Reality
Allison Ames, president and chief executive officer, Beanstalk, led a dynamic discussion, “Consumers, Brands and Retailers: Adapting in the New Reality,” about the present and future state of retail, branding and consumer behavior. Panelists included Michael Stone, chairman and co-founder, Beanstalk; Stephanie Wissink, managing director, Jefferies; and Rob Gaige, managing partner, Q, Sparks & Honey.
The panel discussed how brands can best handle a health crisis like the COVID-19 pandemic, today’s pressing social issues and an ever-evolving retail landscape.
To learn more about the changes in digital, consumer shopping behaviors and what brands should do to succeed in the post-COVID-19 climate, watch the full session after you have registered for Licensing Week Virtual.
If you couldn’t attend any of these must-watch discussions, don’t worry. Those who are registered for the event can rewatch all of the panels and presentations for up to one week after the event is over. Other perks come with registration, too, including a Matchmaking Service and the opportunity to walk the virtual show floor to network and more. Register for the first-ever Licensing Week Virtual by clicking here.