Digital-native lifestyle content platforms for millennial women are powerful influencers of consumer behavior, through trend coverage and especially product recommendations on their web and social channels. They are also cultivating their own presence in the world of licensing, collaboration, and brand extension, as illustrated by a raft of recent deals: Glossier, a beauty brand that […]
Archive | Lifestyle
Supporting Self-Care
Self-care is an approach to wellness in which consumers purposefully take time to foster a positive mental, physical, and emotional state. It is a way to de-stress from a busy life, reduce anxiety, improve mood, avoid health-care issues, and ultimately enhance happiness and productivity. Practitioners stress that it is not a selfish lifestyle; rather, it […]
Collaborators Journey to Japan
High-end fashion labels from Japan, typically streetwear-focused, have become among the most frequent partners for global lifestyle collaborations involving characters, celebrities, corporate trademarks, artists, and fashion and luxury labels. Some of the most active Japanese brands in this space include: A Bathing Ape/BAPE. Founded in 1993, this brand and its various sub-brands are prolific participants […]
The ABCs of CBD
The licensing community’s interest in cannabis remains strong, but the emphasis of late has moved from products containing tetrahydrocannabinol (THC) to items containing cannabidiol (CBD). Both offer many of the same benefits, according to proponents, such as their ability to alleviate anxiety, ease pain, and reduce seizures. The primary difference is that THC, the main […]
Exploring The Unknown
Celebrity adventurers have recently been looking to extend their brand equities—built on qualities such as curiosity and exploration, survival, overcoming challenges, protecting the environment, toughness, and never giving up—by entering the world of merchandise: Ed Stafford retained Brandgenuity as his licensing agent in October 2018, with plans for survival gear, outdoor apparel, knives and multipurpose […]
Are Prints Losing Their Power?
Four licensed lifestyle brands known for their distinctive all-over prints have been struggling of late: Orla Kiely, the 1970s-infused label tied to the Irish designer billed as the “queen of prints,” announced in September that it would liquidate, shutting its stores, located in the U.K. and Ireland, and its website. The 20-plus-year-old brand’s licensing business, […]
The Company They Keep
A number of recent collaborations touching lifestyle categories such as apparel, footwear, and cosmetics have highlighted capsule collections inspired or designed by groups of celebrities. The initiatives, which integrate anywhere from three to six personalities simultaneously, tend to be mainly promotional in nature, but have a merchandise component as well. In recent months: Adidas premiered […]
The Best Medicine
A number of deals came to light in October that underscore the licensing community’s continued focus on health and wellness. The announcements involve healthy-living initiatives both traditional and non-traditional: Buzzfeed partnered with Macy’s for an exclusive line of 100 millennial-targeted home goods that promote well-being, tied to its Goodful health and wellness brand. Among the […]
Stirring the Pot
Trademark licensing has been a notable factor in the marijuana industry since at least 2015—especially involving musicians, chefs, cannabis brands, and related lifestyle labels—and has been growing as more states and countries legalize the production, sale, and use of the substance. (Colorado and Washington were the first states in the U.S. to legalize marijuana for […]
A Lifestyle Inspired by History
Contemporary-plus-vintage lifestyle and home goods labels have recently been expanding their names into adjacent categories. Often, these brands have roots as interior design and/or retail businesses that highlight current trends paired with antiques, vintage pieces, shabby-chic items, and flea market finds. Brand-extension efforts focus on home décor and other categories, with a look and feel […]