Archive | Fashion

Sporting a New Look

The four major professional sports leagues already count more than 30 apparel companies on their respective licensee lists, most of them well entrenched. And that takes into account the trend over the past several years in which the leagues (and colleges and universities to a degree) have cut the number of licensees in the category, […]

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Corporate Design Collaborations Still In Fashion

The involvement of corporate brands in fashion collaborations continues, with some of the most active participants over the last six months or so being beverage and automotive brands. One recent example is Pepsi’s Project Cobalt, which introduced its first collection last week. Project Cobalt, a partnership between Pepsi and a consultancy called All Beuys Club, […]

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Performance With Character

Apparel and accessories integrating performance and technical characteristics—such as moisture-wicking, extra comfort, easy care, support, light weight, or a range of other traits—have represented one of the fastest-growing sectors in the textile industry over the last four to five years. So it follows that performance wear also has been an active area within licensing. This […]

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From Embellishments to Essentials

The typical path of licensing in the fashion industry is for apparel designers to broaden their scope into accessories. But accessories designers are going in the other direction, extending their names into adjacent categories—including, in some cases, apparel—at an accelerated pace. These companies follow in the footsteps of brands such as Kate Spade, Fossil, and […]

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Beyond Fitness Bands

Much of the initial interest in the wearable-technology category, when it comes to licensing, has been focused on fitness bands. But smart watches and smart accessories (e.g., smart bands and smart bracelets) have caught up quickly as an area of activity. Like fitness bands, these devices often monitor exercise accomplishments, calories expended and taken in, […]

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Safety in Numbers

Retail buyers in the fashion category are offering their consumers something brand new—while at the same time alleviating their risk a bit—by creating limited-edition collections tied to groups of emerging designers or celebrities. The fact that the names are lesser known gives early-adopting consumers an opportunity to be the first to support a potential future […]

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Models and Intimates: Good Fit But Bad Business

In November, the news came that Australian model Elle Macpherson was splitting with her 25-year lingerie licensee Bendon, as she announced plans to move to the U.S. and continue Elle Macpherson Intimates and her other lingerie brands with a new, as-yet-unnamed manufacturer. Shortly thereafter, Heidi Klum added New Zealand-based Bendon to her roster of licensees, […]

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At Work and At Play

Camouflage patterns and workwear brands—both associated with a rugged, outdoorsy positioning—are a good match, as a number of recent licensing deals attest: • In October of 2014, Realtree Camo and Wrangler Workwear came together for a work shirt featuring accents in Realtree’s Xtra Camo design. The shirt is meant to be rugged enough for work […]

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Apparel for All

The plus-size segment of the apparel category became a strong area of interest for celebrity and fashion licensors in 2014, with designers Isabel Toledo and Lela Rose doing direct-to-retail deals with Lane Bryant, model Ashley Graham designing an exclusive collection for Canadian chain Addition Elle, and blogger Gabi Gregg creating a couple of capsule collections […]

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Calling All Designers

Electronics retailers are starting to take a step into fashion licensing by forging exclusive deals with designers and celebrities to raise their reputations when it comes to style. Best Buy has highlighted two such ventures during the fourth quarter. It is exclusively carrying a line of 50 Kate Spade New York-licensed tech accessories, ranging from […]

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