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In licensing, the Apparel and Apparel accessories are on of the biggest categories for revenue creation. In 2014, in the United States alone, this category was estimated to achieve over USD$50 billion in licensed sales.

So what is trending now? These are the top three commanding retail space overseas:

1. Art As Fashion
With the rise of print-on-demand consumers are seeking a more individual,less mass, sense of identity which has given rise to more art collaborations on fashion. Personal identity and apparel as individual statements has opened up the door for more bespoke artist licensed collaborations offered by a retailer.

2. Retro Character Couture
Branded licensing is not a mass market phenomenon with new trends now seeing retro brands appear in retailers including HMV, Sainsbury TU and M&S (Marks & Spencers) just to name a few UK brands. The economic climate has inspired the trend for nostalgia brands and this will continue to grow. Character Couture, the retro aesthetic revered in the “geek” culture wave, is going vertical from kids up to adults. In 2014 SpongeBob SquarePants made his Milan Fashion Week debut in February in a range from Moschino, as an example.

3. “Athlesiure”
That’s right, the blending of athletic performance wear and leisure wear creating a new apparel genre ripe for licensing. A recent example includes Commercial fitness equipment manufacturer Life Fitness whose growth strategy now includes a licensed range of activewear to accompany their core range of gym equipment.

Untapped Agency is a Licensing Agent for Brand Owners, Licensees, Manufacturers and Retailers. We extend iconic brands, copyright, music, designs and trademarks into innovative, new consumer products, services and promotions.