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 Coach, all of which have built lifestyle-licensing programs on the foundation of their core accessories lines.
The labels currently in expansion mode have roots in a variety of accessories types. Psycho Bunny, a decade-old design label that began in men’s ties, has moved into clothing over time and, in fall 2014, retained Genius Brands’ A Squared Entertainment division as its agent. A Squared is assisting Psycho Bunny in its quest to enter additional apparel and accessories sectors, as well as electronics, fragrances, women’s and children’s goods, and international markets.
Meanwhile, Dannijo, the label of jewelry designers Danielle Snyder and Jodie Snyder Morel, recently added a line of embellished shoes with Transparent Footwear (which has also served as a licensee for Badgley Mischka and L.A.M.B). The partnership marks the first licensing deal for the duo.
Nikki Chu, a fashion accessories designer who also does interior design, is focusing her extension activities on the home-goods side of things. She and licensee Imax created Nikki Chu Home, a collection of furniture and décor in the “affordable luxury” tier, and she is in the process of developing rugs and other home-related categories as well. Chu retained Jewel Branding to guide her licensing activities.
The pioneers in accessories-to-lifestyle licensing are taking steps to augment or strengthen their programs, too. Last year, Coach expanded and reduced prices on its watch line with Movado Group, and Kate Spade entered childrenswear with the Gap, as well as the home category with DWI, EJ Victor, Kravet, and Jaipur. Fossil launched a fragrance line, although it is overseeing that business internally rather than through a licensing deal.
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