Procter & Gamble wird Lizenznehmer von 007.
Die Prestige Division des Parfum-Geschäfts wird unter Herrenparfums unter der Marke James Bond 007 produzieren und vertreiben.
Ob dem Filmstudio der Schritt vom Productplacement zur Lizenzmarke gelingt erscheint fraglich, seit der Filmcharakter sich immer mehr vom Gentleman zum Action-Held entwickelt.
Am Bekanntheitsgrad dürfte es jedenfalls nicht scheitern.
The eyewear market for brand licenses remains turbulent.
After Ferragamo and Lacoste, now Valentino is moving its eyewear to the same licensee. As of January 2012 Marchon will hold the license. Marchon also holds brands like Jil Sander, Michael Kors, Diesel, Nike, etc.
Until now the Ferragamo license had been with Safilo Group.
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P & G will launch James Bond 007 fragrances. The Prestige Division signed a brand license for production and distribution.
The movie franchise has a long history of successful product placement for cars, watches and technical gadgets. Will it work as a licensed brand? Brand recognition certainly is high enough. But that alone does not drive licensed business.
And since the movie character image changed from the Gentleman image to a rougher action persona the former style icon James Bond got interchangeable with other action characters.
P & G has been looking to combine its expertise in mass production and marketing with prestigous, higher priced businesses. Thus, the global recognition of 007 makes sense.
Somehow we are thinking of Playboy.
WWD berichtete, dass VF Corp die Marke Timberland übernimmt.
Das Kaufangebot ist US$ 43 pro Aktie, das Äquivalent von zwei Milliarden US Dollar.
Die Übernahme soll im 3. Quartal 2011 abgeschlossen sein. VF erwartet zusätzliche Erlöse in Höhe von 700 Millionen US Dollar.
Timberland plant für 2011 Umsatz in Höhe von 1,6 Milliarden, VF will das um 10% steigern.
Zu VF gehören bereits starke Marken wie Lee, Wrangler, The North Face, Nautica, Kipling, 7 for all Mankind, JanSport und Eastpak.
WWD reported, VF Corp is buying Timberland Co. for $43 a share, or roughly $2 billion in cash.
The acquisition should close in the 3rd quarter of 2011 and add about $700 million in revenue.
Timberland is expected to have about $1.6 billion in sales in 2011, and VF said it is targeting annual revenue growth of 10 percent for the company.
