Licensing is the name of the game particularly in fragrance and eyewear. Watches and lingerie are also categories where manufacturing know-how is key and therefore many well-known brands become licensors to specialised companies. So a brand, or celebrity, licenses their name in order to add value and brand appeal to a product…but if the licensor does not have good control then they end up being flogged at half price down a dark alley. Don’t say we didn’t warn you!
Get in touch if you’d like some of our insight into the licensing world which we’ve gained working with Gucci, Burberry, Sunglass Hut, Safilo, Luxottica and Fossil.