If you want to expand your fashion brand quickly into new apparel and lifestyle categories then you need to license.
If you are not familiar with the concept of fashion licensing, then these famous brand’s growth strategy will help you understand.
Prada, Tom Ford, Chanel and Coach don’t create and manufacture and retail their own sunglass ranges. These brands license their trademarks to Luxottica who take this responsibility to develop a bespoke range. This license arrangement ensures that consumers can indulge in their favourite brands in new categories, the brands remain relevant and accessible, and the fashion house does not invest time and money into developing a product that they are not market leaders in.
Instead, as the Licensee, Luxottica utilising its core strengths of creating some of the best sunglasses on the planet on behalf of the brand owner. The Fashion brand owner receives a royalty income from every pair of sunnies sold but they did not have to fund the range.
Sounds too good to be true? It is not. Licensing of fashion brands really started to gain momentum in the 1940’s when Christian Dior licensed to gain his brand retail presence into accessories, girdles, jewellery and ties.
In the 1950’s Valentino and Pierre Cardin commenced licensing of their brands too.
Ralph Lauren is the epitome of fashion licensing success. He started his brand in the late 1960’s with a necktie line. Now it is global empire crossing international boarders and consumer lifestyle categories. Licensing of new sub-brands including Polo Sport, Lauren by Ralph Lauren and Purple Label.
To successfully venture into licensing, control of your brand is mandatory. Untapped Agency offers Trademarks Attorney services and is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, fashion, designs, innovations and trademarks into innovative, new consumer products, services and promotions.