Three of the leading suppliers of pro sports uniforms and associated merchandise have recently brought to life in the real world the looks worn by fictional sports teams, both new and classic, on the on-screen pitch, rink, or court: Earlier this month, Nike and Warner Bros. introduced a collection of kits for AFC Richmond, the […]
Archive | Fashion
Life of Luxury
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 […]
Is Now the Time for Smart Eyewear?
There was a period in the mid-2010s when many fashion and consumer electronics industry watchers thought smart glasses, especially paired with designer or other licenses to give them a stylish slant, would represent a growth category. But while some deals were done—Diane Von Furstenberg with Google Glass in 2014, for example—neither the category nor licensing […]
Hopping Into Lunar New Year
By Karen Raugust on January 19, 2023 in Character/Entertainment, Fashion, Holiday, International, Licensing
The Lunar New Year is always an opportunity for brands to forge collaborations with characters related to the appropriate sign of the Chinese zodiac, from 2022’s Year of the Tiger to 2021’s Year of the Ox and beyond. This year, starting on January 22, is the Year of the Rabbit, considered the luckiest of the […]
Designers On the Scent of New Licensees
The world of fragrances tied to fashion and lifestyle labels has been somewhat turbulent in the past 24 months, with a lot of changes in licensing partnerships and in licensees’ strategies for their designer portfolios. Some of the notable developments include: Fashion sport brand Lacoste signed Inter Parfums to a 15-year global agreement that begins […]
Support and Self-Care for Monthly Cycles
In September, we wrote about collaborations focused on a topic not often represented in licensing, namely menopause. Another area of women’s health that has rarely been spoken of in the licensing business, but is starting to emerge as a viable area for partnership: menstruation. A handful of IP owners have recently entered the “period wear” […]
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 […]
Collaboration, Not Appropriation
By Karen Raugust on November 14, 2022 in Demographic groups, Design and content themes, Diversity/Inclusion, Fashion, Licensing
Last month, the wife of Mexico’s president alleged that the Ralph Lauren fashion label had plagiarized a number of designs associated with Mexico’s indigenous Contla and Saltillo communities. The brand said it had thought all such goods had been removed from retail stores a few months earlier, when it had first recognized the issue, and […]
Think Pink
By Karen Raugust on November 10, 2022 in Character/Entertainment, Design and content themes, Fashion, Licensing
The current Barbiecore trend is thought to have gotten its start in 2019, fueled by fans on Pinterest and then Tiktok and Etsy. It has only gained steam since then. The brand, launched in 1959, has a midcentury-modern sensibility that is attractive to many consumers, as well as the nostalgic appeal of a favorite childhood […]
South African Fashion Goes Global
Designers and labels from South Africa have gradually been expanding their presence on the world stage over the past several years, including through collaborations with global fashion companies and corporate brands. Four of the seven examples included here debuted this year: Just last week, Reebok announced it was launching a collection with athleisure brand Nao […]