Archive | Demographic groups

Learning Curve

Over the past couple of years, we have taken many looks at the plus- and extended-size market, a hot and still growing space within the licensing business and the apparel industry in general. One very logical niche within that segment consists of deals between apparel marketers and curve models (who specialize in the plus-size market). […]

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Latin Flavor

Last week MegaMex Foods, a joint venture between Herdez del Fuerte of Mexico and Hormel of the U.S., licensed its Herdez brand to Utz Quality Foods. Utz—which has distributed MegaMex Foods including Chi-Chi’s tortilla chips and Chi-Chi’s and Herdez salsas and dips since 2018—will now produce and market Herdez-branded white, yellow, and blue tortilla chips […]

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Feeling Pride

June is Pride month in the U.S. and many other countries around the world. As has become the norm, companies of all kinds are celebrating the event with collaborations and other marketing initiatives. Pride-themed collections this year tend to have a number of elements in common. Fashion and beauty marketers are by far the most […]

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If The Shoe Fits…

The extended-sizing trend has been gaining steam in the women’s fashion industry (and men’s, too, to some extent) over the past few years, as fashion labels and their collaboration partners release collections for the whole spectrum of consumers, from petit to plus-size. The trend is not limited to just clothing. Consumers not only want trend-forward […]

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Partners in Body Positivity

Despite the fast-growing incidence of new initiatives focusing on the plus-size and extended-size women’s apparel and accessories markets over the past several years, there is still a need for more fashionable choices for consumers at both the higher and lower end of the size spectrum. As a result, general-market fashion retailers and brands continue to […]

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Superpowers Revealed

The “girl power” trend that has been so prevalent in entertainment, toys, and other products for the past few years is not limited only to children. There are also more female-focused initiatives geared toward teen and adult consumers—of both genders—especially in the video game, comic book, and other segments of “geek culture.” Examples include: Books […]

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Celebrating the Year of the Pig

Tomorrow (February 5, 2019) is Chinese New Year, marking the start of the Year of the Pig on the Chinese lunar calendar. Global marketers in recent years have increasingly been embracing Chinese New Year in their January and February messaging and product releases, and that includes property owners involved in licensing and collaborations. The most […]

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Fifty-Plus Fashion

Women aged 50 and over have long been an untapped market segment for licensing programs. But a growing number of direct-to-retail initiatives with etailers, retailers, and home shopping networks have focused on this demographic over the past few years, all involving celebrities who are in that age group themselves: Most recently, Jane Fonda paired with […]

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Revisiting the ‘90s

Licensing initiatives targeting the millennial market frequently highlight styles and themes from the 1990s. The strategy makes sense when you consider that millennials, born from 1981 to 1996 and currently between 22 and 37 years old, spent their childhood and/or teen years in that decade and often have fond memories. It follows that marketers’ inclination […]

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Playing to the Preschool Crowd

The landscape of experiential licensing and promotions has diversified over the years, with licensors now highlighting their properties through signature hotels, escape room themes, blood drives, and much more, depending on the brand image and/or content associated with the IP. But when it comes to creating experiences for the preschool set, property owners tend to […]

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