Fashion labels and designers are forging licensing and collaboration deals in the occupational footwear sector with increasing frequency. This is a category that has built a track record of very successful long-term licensing agreements with closely related brands, but it still offers plenty of space for fashion and lifestyle properties and other types of IP. […]
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A Different Kind of Commute
Some consumers—a growing, albeit still small, number—are considering alternatives to gas-guzzling cars as a means of getting to work. As a result, relevant corporate licensors have been taking a closer look at commuter scooters as a potential brand-extension category. This segment includes high-end and street-legal vehicles such as foot-powered kick scooters, Segway-like personal transportation, electric […]
Where the Rubber Meets the Sidewalk
Tire companies have long extended their brands into the footwear category, not only lending their names to the collaborative shoe lines, but also providing rubber for the soles. In many cases, their brand name appears only on the bottom of the shoe. Some examples: Michelin’s footwear licensing business includes hiking boots, athletic shoes, non-slip shoes […]
Standing Out in the Pet Aisle
Pet-products deals announced in the last two months continue a trend in which licensors are looking for voids in the market that they can fill with a focused, differentiated line of merchandise: Black + Decker licensed Wagz for a range of smart pet products, encompassing connected feeders, doors, and collars, controlled through the Black + […]
Sticking with Tradition
Sometimes it seems as if every licensing deal these days takes the form of a capsule collection or limited edition, as licensors and licensees look to test a concept, reduce their risk, and generate excitement. But good old-fashioned brand extension is alive and well in many categories. Take the automotive industry as an example. This […]