Lacoste is following in the footsteps of Levi’s, Giorgio Armani, Prada, Mandarina Duck and others by entering the market for cellphones.
We had predicted a while ago, that cellphones will be to this decade,
what sunglasses were to the 90ies.
Lacoste signed a license and products are expected to be on shelfs by 2010.
The licensee also holds a brand license of Hummer,
the brand recently sold by General Motors.
Calvin Klein, Inc. has entered into a licensing program to manufacture and distribute a line of designer decorative fabrics including multi-purpose and upholstery wovens, window fabrics and decorative trimmings under the Calvin Klein Home brand.
The collection will launch in summer with up to 200 SKUs for distribution to the interior design community.
Calvin Klein Home also has licensed collections for bedding, table linens, rugs and tabletop.
Seth Godin, ein bekannter Marketing-Buch-Autor, Marketer und Blogger, hat einen guten Artikel, warum Joint Ventures so oft scheitern, und warum Lizenzen die bessere Lösung sind. Sie finden den Englischen Beitrag hier:
http://sethgodin.typepad.com/seths_blog/2009/06/why-joint-ventures-fail-so-often.html
Joint ventures können in der Vermarktung an Unternehmen erfolgreich sein. Beim Endverbraucher wird es jedoch schwierig. Wie z. B. für SonyEricsson, FujitsuSiemens, Sony BMG, etc.
Eine erfolgreiche Ausnahme scheint BSH Bosch Siemens Hausgeräte zu sein.
Seth Godin, a well-known marketing book author, speaker, marketeer and blogger, has a good piece about why joint ventures fail often and why licensing is the better alternative. You’ll find it here:
http://sethgodin.typepad.com/seths_blog/2009/06/why-joint-ventures-fail-so-often.html
Joint ventures might work well in plain B2B environments.
When you are marketing products or services to consumers, it gets difficult. Like for SonyEricsson, Fujitsu Siemens, Sony BMG, etc.
A joint venture that seems to work in the consumer area is BSH Bosch Siemens Hausgeräte (home appliances).
Puma hat in Nord-Amerika durch eine Lizenz für Bademode sein Portfolio erweitert.
Der Lizenznehmer hält – neben eigenen Labels – Lizenzen von Ralph Lauren, z. B. RL Rugby.
