The Retailer Summer Edition 2022

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Find out more: Brand Licensing Europe runs a free CPD accredited brand licensing course for retailers and hosts a free ‘Licensing Explained’ handbook. Licensing International is offering one year’s free membership to all BRC members, which includes a copy of the Global Survey (valued at $2,000).

Top tips to avoid tripping up • Remember some brands resonate every where – Star Wars, Stranger Things, for example – but they are few and far between. Even though a property doesn’t resonate in every territory, it doesn’t mean it’s not a strong property. • Retailers need to experiment more online, and ecommerce and increased quality of print of demand is helping make this happen. • Always remember renting a brand comes with huge responsibility, especially those that have huge cult followings. • Never, ever, label slap. Products must be authentic, respectful, good quality and well thought out. They should ‘extend’ the power and appeal of the brand, not be simply opportunistic. • While licensing can deliver huge oppor tunities and benefits, it’s not without its risks. Always work with people you can trust and develop a genuine collabora tive relationship with, and with brands you believe in and align value-wise to your brand, strategy and customers.

Laura Freedman-Dagg laura.freedmandagg@informa.com