Most of the attention surrounding automotive-related brand extension is focused on car brands, as well as brands and properties tied to auto racing. Less high profile are the chemicals and formulas that make the cars look good and drive well, some of which also are active in licensing: Turtle Wax is reentering the licensing business […]
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Sleeping with the Enemy
Two specialty apparel retailers, Oasis and The Limited, have added their names this year to the ever-growing stable of retail chains embarking on outbound licensing programs. Oasis, a U.K. fashion retailer with 300 stores in the U.K. and Ireland and 79 elsewhere, retained Golden Goose as its licensing agent last month. It already has licensees […]
Building a Bridge
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 […]