The marriage of luxury brands and K-pop stars continues, as global luxury labels strive to solidify their strength in the important Asian market, as well as take advantage of the stars’ worldwide popularity. For the most part, the relationships are pure brand ambassadorships, with the singers posting on social media to their vast followings, appearing […]
Tag Archives | Burberry
Linking Merchandise and the Metaverse
While there are a number of different potential objectives for marketers to step into the metaverse, one hope is often to use the effort to help drive purchases of traditional physical products. A growing number of brands, especially in the fashion industry, are experimenting with new ways to strengthen the link between digital and physical […]
For China’s Eyes Only
For some time, licensors ranging from luxury and sportswear labels to owners of character and sports IP have been developing their brands in China. Many have started to see some success there. In fact, a growing number identify the territory as one of their fastest rising in terms of merchandise sales. As a result, an […]
Earthly Delights
There have been few non-coronavirus-related publicity announcements or product launches involving licensing in the last month or so, since the lockdown began in the U.S. That changed yesterday, at least for a day, as companies with a connection to the licensing business went ahead with their merchandise and marketing plans tied to the 50th anniversary […]
Lending a Helping Hand
Many companies active in the global licensing and consumer products business are doing what they can to support medical professionals and consumers during the COVID-19 crisis. In addition to being the right thing to do, their efforts help keep some of their workers employed, utilize existing capacity and already-purchased materials, and give them a positive […]
Celebrating Shared History
Collaboration partners across categories come together for a variety of reasons. One driver for the creation of collaborative collections that has been gradually gaining steam has been the partners’ shared history and/or geography: Red Wing Boot’s collaboration with Indian Motorcycle, marking the former’s first foray into motorcycle boots, played on the companies’ shared history. Both […]
Game On
Many retailers, both bricks-and-mortar and online, are looking to solidify their relationship with young adult, teen, and tween consumers, as well as younger future shoppers. Increasingly, they are turning to gaming as a tool in this quest. Value retailer Five Below partnered with Nerd Street Gamers, a developer of e-sports competition and training facilities, to […]
Secondhand Clothes
Resale marketplace sites and consignment apps, which allow consumers to sell and purchase used and vintage goods—often higher-end and/or limited-edition fashion items—have been on the upswing in 2018 and 2019. The resale clothing market overall is expected to reach $51 billion by 2023, according to ThredUp’s 2019 Resale Report, compared to $24 billion in 2018. […]