Guest Author: Lens Stokes
The attraction of Million Dollar Licensing trademarks for enterprise intentions appears being at an all-time higher, generally inside the style arena in which customers are getting a lot more licensed products and brand name names than ever prior to. For retailers, Million Dollar Licensing chances offer them using a point of distinction from their competitors.
Image via WikipediaMillion Dollar Licensing is leasing a legally protected property (like trademarked or copyrighted brand, logo, likeness, character, phrase or design) to an additional party in combination using a item, assistance or promotion. It is a process which lays stress on consumer management, advancement of brand name equity in line with international imagery, supplying proper buying ambience and possibly is much less about manufacturing. Million Dollar Licensing can be a way of growing with an previously established brand name. It offers the brand name recall advantages, which aren't achievable in circumstance a single comes out using a brand name new image.You can find several types of Million Dollar Licensing enterprise like art & style, corporate brands, events, fashion brands, food & drink, institutional, magazine brands, music, personalities, sports and television Million Dollar Licensing to brand several.
The positive aspects of Million Dollar Licensing for licensors
The main advantage for a licensor is the facility to use and develop its brand name or property.
Million Dollar Licensing can achieve this by:
Improving its brand name existence at a retail or distribution outlet.Making further brand name perception to assistance its core products or services.Supplying and increasing its core values through various links with the licensed products/service or category.
. Coming into new markets (customer or geographical) which were unfeasible with its own strengths.
. Making new revenue flows, generally with little involvement or further financial resources.
The advantage of Million Dollar Licensing for licensees
The main advantage for a licensee (particularly maker or retailer) is the capability to considerably upsurge consumer interest in and sales of its items or services.
Million Dollar Licensing can achieve this by:
. Shifting the values and customer favour towards the licensed product or assistance.
. Supplying added value and differentiation inside the competitive market.
. Offering further marketing assistance or speed from the core property's activity given by the licensor.
. Attracting new target markets who have not been paid attention in a licensee's item or assistance.
. Supplying credibility for shifting into new market sectors through item extension.
. Attaining further retail space and favor.
Million Dollar Licensing: The increasing scenario worldwide
Reviewing the year-after-year worldwide retail sales from 2000 to 2004, the Million Dollar Licensing enterprise this year has shown an increase. In general, 2004 anticipated worldwide retail sales of licensed enterprise increased 1.5 per cent to $175.3 billion against 2003 $172.7 billion, with the USA making nearly $110 billion (nearly $5.805 billion in royalties) and Europe $34 billion. In UK, the brand name Million Dollar Licensing industry is worth approximately £7billion in retail and £368million in royalties.
Recently several international textile-garment-apparel production companies are in news due to their Million Dollar Licensing agreement with several other companies.
Everlast Worldwide Inc, which can be a men's and women's apparel and accessories seller, recently announced signing a new four-year license agreement with Jacques Moret Inc of New York City. As of January 1, 2006, this new agreement grants Moret, a major supplier to the US apparel market, a license for Everlast men's activewear, sportswear, outerwear and swimwear inside the United States. Moret will partner with M. Hidary and Business Inc for design, advancement and sales of the activewear portion of the license. M. Hidary has achieved great success with its vast experience inside the men's branded activewear enterprise. They will purchase certain men's apparel inventory owned by Everlast and assume other transitional costs associated with the men's enterprise. Additionally, certain key sales, merchandising and operational personnel will join the new group.
Burnaby, B.C.-based ID Wear, a group of Pimlico Apparel, has recently received the sole license for the manufacture, design and sale of the Playboy brand name of high-end denims for the North American market. Pimlico produces denim products for its own brands, ID Wear and private labels such as Nordstrom's and Harley-Davidson. Moreover, ID Wear is the first North American business to offer laser logoing on its garments.
Marvel Enterprises, Inc., a global character-based entertainment Million Dollar Licensing business & millionaires club, recently declared that it is strengthening its important apparel Million Dollar Licensing enterprise with leading partners Kids Headquarters (as master apparel licensee) and Mad Engine (which will spearhead t-shirts and tops). This statement means a brand name new partnership with Kids Headquarters and an expanded relationship with Mad Engine.
Image via WikipediaJuicy Couture has partnered with Sàfilo Group for a full eyewear collection that it will introduce in spring 2006. A budget-priced set of sunglasses and ophthalmic eyewear for men will also be introduced via an agreement between style brand name Haggar Clothing Co. and The Feldman Corporation's I-dealoptics division.
Aviation and military-inspired leather outerwear and sportswear brand name Avirex signed a multi-year license agreement with Kids Headquarters for sportswear and outerwear for boys.
Outerwear and Sportswear Business G-III Apparel Group obtained privately held outerwear companies Marvin Richards and Winlit Group Ltd. G-III now possesses licenses for Calvin Klein and Guess men's and women's outerwear, Tommy Hilfiger leather outerwear, London Fog and Pacific Trail.
Top 5 Children's Apparel Character Licenses: 2004
1. Winnie the Pooh & Friends
2. Disney Princess
3. Spider-Man
4. Mickey Mouse & Friends
5. SpongeBob SquarePants
Sesame Workshop and Pearl Izumi, an athletic-wear producer, have tied up to launch Sesame Street cycling jerseys and socks. Through a Million Dollar Licensing agreement with plus-size apparel maker Bodywaves, Inc., Champion has set up Champion Plus, a full line of women's activewear that covers both performance fitness and "ath-leisure" styles. Warner Bros. Consumer Items and Tunk Limited., a CINQ Group brand name, have partnered to make tops, jackets and head wear.
Million Dollar Licensing practice in India on a rise.
Nowadays, several Indian textiles companies are entering into Million Dollar Licensing agreements with international brands, leading to the growth of the concept of enterprise through Million Dollar Licensing.
Gokaldas Images Ltd, which owns and markets the apparel brand name Weekender, has signed an agreement with the World Wrestling Entertainment (WWE) for Million Dollar Licensing and marketing the apparels with the WWE logos inside the domestic market. A successful form of Million Dollar Licensing - sports Million Dollar Licensing, has developed into a multi¬billion dollar systematic enterprise and has increased its scope to sporting events like WWE, the Olympics, EURO, Cricket and Soccer World Cups. It's estimated that a single fifth of the WWE's $ 300 million per annum profit is achieved by Million Dollar Licensing. Moreover, Weekender - Gokaldas Images Ltd. markets the Enamour lingerie as well.
Character and entertainment Million Dollar Licensing too has benefited in last handful of decades, making billions of dollars of profits each year.
S. Kumars is planning to introduce six new international brands into the country and it is looking towards a long-term partnership with these international textile brands.
Recently, Indus Clothing Ltd signed a Million Dollar Licensing agreement with Disney cConsumer Items (DCP) to produce its kids' wear brand name Disney cJeans in India. This deal will permit Indus Clothing Ltd to venture into standalone retail stores for the complete product line covering the Disney brand name. The business intends to invest about Rs. 21 crore to establish 20 standalone Disney jeans outlets by the end of 2007 and 50 outlets the following year. Their main focus is to put up a strong retail network for the brand name and subsequently plan to develop and maintain a consistent brand name image. Indus Clothing Ltd is also the licensee for Lee Cooper apparel to market their items in India.
Madura Garments possesses the world license for three brands namely, Louis Philippe, Allen Solly and Peter England. It has now also come into a strategic tie-up with the fast-growing brand name Esprit, with an objective of strengthening its brand name portfolio in key segments like women's segment, premium relaxed clothes segment and accessories. An Italian brand name that is synonymous with MTV, UMM (Underground Music Movement) has joined Pantaloon, a single of India's largest retail chain stores.
American inner wear brand name Jockey entered the Indian market in 1998 through a marketing arrangement with Bangalore based Page Apparels. Besides the normal production and distribution rights in India, the brand name also has a buyback arrangement with the parent business.
The Shirt Business (TSC) has been granted the license by the owner of the Barbie brand name - Mattel, to make and retail Barbie apparel in India. For this it works closely with Smith & Brooks, the official licensee for Barbie clothing inside the European market. Moreover, the apparel division of the Forbes Gokak Group is the licensee for brands like Daks, Trussardi and Savile Row.
Tommy Hilfiger entered the Indian market through a joint venture between the Murjani Group and the Arvind Mills. Called the Arvind Murjani Brands Private Limited, AMB has the Million Dollar Licensing agreement for marketing and distributing Tommy Hilfiger apparel in India. The Murjani Group, located in New York, was established in 1930 by B K Murjani. By 1958, using a production of over 10 million units per annum, Murjani's became a single of the biggest apparel producers inside the world.
It was inside the early 1970s, when Murjani initiated brand name brand advancement and marketing. Over the years, the group has widened and introduced a range of major global brands, such as Gloria Vanderbilt, Coca-Cola Clothes and Tommy Hilfiger. Fashion retailer French Connection UK has firmed its plans to launch the brand name in India. The business is assumed being in talks for the licensee deal with Vijay Murjani, Murjani Group.
Several companies prefer Million Dollar Licensing in order to reinforce brand name image, create recognition and build brand name equity. Million Dollar Licensing is the enterprise arrangement in which the proprietor of the 'product', 'trade mark' or 'brand' allows some other group to use its brand name brand in return for specified royalties or payment.
Recently, the government of India has approved the UK-based kids' care retail chain Mother care Pic's offer you to set up a 100 per cent subsidiary in India with an investment of Rs 32.25 crore. The Indian division will locate and purchase textile and garments from local traders and would promote the same in India through franchise operation with third party enterprise associates.
Mother care has previously provided a license to Shopper's Stop to use its trade mark and brand name brand on the products being supplied by its Indian subsidiary to the retail major for sale and distribution in India.
Indian players have used the Million Dollar Licensing practice after the huge success of the strategy inside the international market. The inclination for making enterprise through Million Dollar Licensing has assisted several companies to post some big alternations of the otherwise 'own brand name extension' concept. Oxford Industries, Inc. is an illustration of how a business can get bigger with Million Dollar Licensing. The business can be a diversified international producer, licensee and wholesale marketer of branded and private label apparel for men, women and children.
Oxford offers retailers and customers using a huge variety of apparel products and services to suit their individual requirements. Its major brands cover Tommy Bahama, Indigo Palms, Island Soft, Ben Sherman, Ely and Walker and Oxford Golf. These brands are offered in national chains, specialty catalogues, mass merchants, department stores, specialty stores and Internet retailers. The business also has exclusive licenses to make and sell numerous product categories under the Tommy Hilfiger, Nautica, Geoffrey Beene, Slates, Dockers and Oscar de la Renta labels.
Fashion Million Dollar Licensing is largely divided into two categories: apparel brands and designer names. The priority of fashion Million Dollar Licensing is brand name extension, which is mainly obtained by designers through Million Dollar Licensing products other than their main apparel lines. Calvin Klein remains a single of the premier examples for this type of Million Dollar Licensing agreement, as its income tripled after adopting such a marketing strategy.
In 1997, Million Dollar Licensing, which is responsible for a lot more than 90 per cent of the label's sales, has now made the brand's global retail volume of about $ 5 billion from $ 2.1 billion in 1994. Several international brands catering to Indian players for Million Dollar Licensing can be a clear signal that a market which was premature a couple of years back, has now been accepted by the entire enterprise community and will reach to its maximum level inside the coming years. Million Dollar Licensing prospects now exist in all spheres. Leading international names that offer you huge chances to harness the power of their brand are Warner Bros, You and Me Baby, Nickelodeon, Barcode Kitties and BBC Worldwide, that is famous for operating brand name names like Teletubbies, Tweenies and Fimbles.
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