From t-shirts and sneakers to contemporary sportswear and high street fashion, the market for apparel licensing continues to be a tremendous area of brand diversity and growth. Designer labels such as Calvin Klein and Ralph Lauren continue to expand their reach into new consumer segments through licensing programs that into non-apparel product categories including accessories, baby wear, luggage, jewelry, home wares, interiors, pet products and even technology. Collaborations between retailers and brands has been growing – Marvel and Carrefour, Disney’s Hannah Montana and Wal-Mart, Avril Lavigne and Kohl’s, Hasbro and Steve & Barry’s, and Disney’s Camp Rock and Target – among others. Manufacturers are also licensing collaborative brand programs, from Reebok’s Kool-Aid sneaker collection to Adidas’ Dale Earnhart, Jr. line of apparel. Whether its branded merchandise tied to Hollywood’s hottest titles, designer labels,or a comprehensive direct-to-retail collection from a major sports franchise, consumers continue to take comfort in familiar celebrities, products and properties. Here are a couple of good resources for information on fashion and apparel licensing – Fashionnewspaper.comand Apparelsearch.com.
Rand Brenner Author
Founder , Licensing4Profits
Rand Brenner is an IP professional whose passion is helping inventors, startups, and businesses of all sizes use licensing to turn their IP into income-producing products, services, and technologies. His decades of experience includes medical devices to food technology to consumer products. He’s licensed some of the biggest Hollywood entertainment blockbusters including the Batman Movies (1 and 2), and the Mighty Morphin Power Rangers. Rand is a featured speaker on licensing at investment conferences, trade shows, colleges and startup events. He’s a published writer with articles appearing in several prestigious trade magazines. Rand also mentors at Cal State Fullerton Business School and is a judge for their startup business plan competitions.