The fashion sector within the licensing business has traditionally been somewhat set apart from the character, sports, art, and corporate arenas. To many fashion executives, licensing is viewed as a core tool for brand extension, fully integrated into other operations, rather than an “industry” on its own. Many do not see themselves as part of the greater licensing community.
But that may be changing. One indicator that has become increasingly noticeable of late is that more fashion labels are looking to traditional licensing agents to handle their external brand-extension activities, rather than overseeing licensing in-house or with a fashion-industry specialist, as has been the norm.
Within the last year and a half, fashion brand Bolongaro Trevor retained Those Licensing People, Jockey International hired the Joester-Loria Group for the swim and home categories in the U.S., Carmen Marc Valvo went with Beanstalk, and Psycho Bunny become part of A Squared’s roster.
This movement can be seen as part of a larger trend connecting fashion with entertainment, celebrity, and corporate properties. Design collaborations between the former and the latter have been skyrocketing over the past few years, of course. The rise of licensing-specific holding companies has brought fashion labels together with non-fashion licenses, such as Juicy Couture with Elvis Presley at Authentic Brands Group or Badgley Mischka with Strawberry Shortcake at Iconix. Even Saban Brands, traditionally on the entertainment end of the spectrum with Power Rangers and Paul Frank’s Julius, has added a number of fashion labels, ranging from Macbeth to Mambo, to its portfolio.
The growth of celebrity licensing in general can be viewed as a link as well. Celebrities have a strong presence in both the licensing community and the fashion industry, forming a bridge between the two.
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