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Here, WWD has an interesting article about the success of Guess ? in licensing.

Guess has seven accessories licenses comprising $800 million in wholesale revenue.
Accessories include handbags, footwear, belts, men’s jewelry and small leather goods, women’s jewelry, eyewear and watches.

The licensed accessories business is so successful, that Guess ? opened its first accessories-only store in Los Angeles in September 2004 and went from there to 110 stores by now. The number shall increase to 300 in the next years.

The company also has two Guess Footwear stores in conjunction with footwear licensee. The firm will roll out 15 to 20 such stores in the next 12 months.

The watch licensee launches 300 new Guess watch styles a year and plans to double the GC business in 2007.

Overall, the licensees concurred that the keys to their combined success are communication and long-standing relationships.

Brandweek reports here about a 2006 study from Synovate, Chicago, in which more than 13,000 consumers in 20 countries were quizzed online, via phone or in person about their brand preferences across a host of categories.

“Branded international products are a mark of quality,” said Mike Sherman, executive director of customer insights for Synovate Asia, Hong Kong. “Even low-income consumers will pay a premium for a well-made, branded product.”

While 60% of respondents in emerging markets said they’d buy local products if they were the same price as an international offering, consumers often named brands like Avon, Coca-Cola and McDonald’s as their preferred choice.

China, the premier emerging market, has a taste for not only Bud, but also Coke and Kentucky Fried Chicken. Safeguard soap is also very popular, as are Sony TVs. Adidas, Armani, Chivas Regal, Lipton, Maybelline, Shell and 7-Eleven are among the brands with more Western appeal to appear among the Chinese most-preferred brands. “While some households in China’s rural cities pull in as little as $600 per year, they may still have a state-of-the-art cell phone. Their cost of living is very low so they have the disposable income. They are savvy consumers”, said Sherman.
Being able to purchase these brands equates success. They are aspirational. Where they’re coming from, they’ve hit the big time when they purchase these brands. For some, it’s not just the quality, it’s a symbol of achieving the highest level of lifestyle success.

Nach einer Studie von Research & Markets, die von The Autochannel publiziert wird, erreichte der Markt für unter Automarken lizenzierten Produkten in 2005 ein Volumen von 5,1 Milliarden US Dollar.
Die Marken von General Motors, Ford und DaimlerChrysler stehen für 80% davon.
Allein diese drei großen Hersteller haben über 1.200 Lizenznehmer.

Die folgenden Produktkategorien dominieren bei den Lizenzprodukten:

Spielzeug
Videospiele
Bekleidung und Accessoires
Zubehör
Sammelobjekte

According to a study by Research & Markets published by The Autochannel the global market for sales of licensed branded car merchandise reached $5.1 Billion in 2005.

The brands of General Motors, Ford and DaimlerChrysler are accounting for 80% of this worldwide market.

There are more than 1,200 licensees for the Big 3 alone.

Automotive licensing is dominated by the following categories:

• toys
• videogames
• apparel and accessories
• auto accessories
• collectibles

WWD berichtet über eine monatliche Auswertung, wie oft Modemarken in Suchmaschinen eingegeben werden. Hier sind die Power Marken des Monats Februar:

LOUIS VUITTON
Volumen: 315,126

NIKE
Volumen: 252,875

ADIDAS
Volumen: 158,656

GUCCI
Volumen: 154,237

CHANEL
Volumen: 147,716

SPEEDO
Volumen: 137,236

PRADA
Volumen: 119,895

JUICY COUTURE
Volumen: 113,835

UGG BOOTS
Volumen: 112,280

THE NORTH FACE
Volumen: 112,100

CONVERSE
Volumen: 99,438

GUESS
Volumen: 97,621