Vision Quest

In these days of collaborations, limited editions, and other in-and-out programs, it is sometimes easy to forget that long-term, traditional licensing deals are still going strong, especially in certain sectors. A case-in-point: eyewear.

Collaborations and limited programs exist in this category as well, of course. But properties such as fashion, lifestyle, and luxury brands, among others, typically forge years-long deals—far above the two- to three-year average for traditional agreements across the licensing business—that are often renewed again and again.

New and renewal deals announced or introduced in the first half of this year that involve prescription frames and sunglasses include:

• Tiffany & Co. extending its relationship with the Luxottica Group in a 10-year deal starting in May 2018, encompassing products sold through Tiffany’s online and offline stores and through the licensee’s network of retail partners.
• Bebe, owned by Bluestar Alliance, renewing its agreement with Marchon Eyewear’s Altair Eyewear division.
• Montblanc, the luxury lifestyle brand, signing with Kering Eyewear to introduce a line of optical frames starting in January 2019.
• Guess reupping with the Marcolin Group to market eyewear for the Guess and Marciano labels, in an eight-year renewal deal.
• Actress Reese Witherspoon’s Draper James lifestyle label pairing with Altair, with products debuting this past March in optical retail shops and other specialty stores.
• Rebecca Minkoff partnering with the Safilo Group in a seven-year deal that calls for merchandise to be unveiled in the fourth quarter of 2018.
• G-III Apparel Group, owners of the DKNY and Donna Karan New York brands, signing Marcolin for a line of eyewear to debut in department stores, specialty retailers, and optical shops, as well as DKNY shops and online, in March 2019.
• Differential Brands Group announcing that Nouveau Eyewear would be its licensee for the Robert Graham fashion label.

All are global deals.

For these sorts of properties, eyewear represents a core category that not only sells well on a worldwide basis but is an essential component of a complete branded product offering.