Das Licensemag berichtet hier, dass Nine West eine Markenlizenz für Brillen an Marchon vergeben hat.
Die Lizenz umfasst korrektive Brillen und soll über den klassischen Fachhandel vertrieben werden.
Was Licensemag nicht berichtet, Nine West hatte bereits eine Lizenz für Brillen vergeben und zwar an die Safilo Group. Wieder einmal dreht sich also das Markenlizenz-Karussell im hart umkämpften und mit Lizenzen überbesetzten Brillenmarkt.
The Italian sportshoe brand Superga thinks one license and one brand isn’t good enough.
As reported here by Businessweek, Steve Madden signed a license with Superga for the North American market.
Shoe maker Steven Madden Ltd. will team up with Mary-Kate and Ashley Olsen as the exclusive licensee for Superga, an Italian sneaker brand, in North America.
Financial terms were undisclosed.
The Olsen twins have been named creative directors for the brand. They’ll develop all creative and marketing surrounding the line and oversee retail lines of distribution. The shoes will be sold at department stores and specialty footwear stores.
In the spring, the Olsens will offer a co-branded line of Superga shoes with their own fashion line, called The Row.
A brand license, plus the Olsen twins, plus a co-branded line? It seems, someone has not enough confidence in the power of their own brand. Let’s hope the consumer understands that mish-mash.
The Licensemag reports here, that Nine West signed a brand license with Marchon.
The Jones Group inked an exclusive agreement with Marchon Eyewear to create and distribute ophthalmic eyewear frames and prescription-ready sunglasses for the Nine West brand. The Nine West ophthalmic eyewear collection will be marketed and sold globally in upscale optical chains, specialty retailers and eye-care professionals beginning in January.
What they failed to report, the license has been with Safilo before. This is yet another shift of a brand license within the highly competitive eyewear industry.
Wir haben großen respekt für Laura Ashley. Wie kaum eine andere Marke besetzt Laura Ashley eine Emotion, Romantik. Und es schmerzt zu sehen, wenn die Marke ihr Potenzial nicht ausschöpft.
Jüngstes Beispiel sind Abschminktücher.
Ein Hersteller führte Marktbefragungen durch und das Ergebnis war:
– Papiertücher sind eine Commodity
– die Verpackung ist fast wichtiger als die Tücher
– die Kundinnen lieben Laura Ashley
Alles keine echten Überraschungen. Und so kam es zu einem Co-Branding Arrangement. Wobei der Hersteller die Verpackung dominiert und “The Laura Ashley Collection” nicht mehr als ein Zusatz ist.
Die für Laura Ashley bessere Alternative wäre natürlich eine echte Marken-Lizenz gewesen. Oder wenigstens eine vollstufige Lizenz für Laura Ashley Schmuckkästen für Schminktücher.
We like Laura Ashley, it is a great brand. Better then almost any other brand Laura Ashley occupies one emotion, romance. And we are always sad, when we see the brand suffering or not fully capitalizing its power.
And here is another example.
Laura Ashley entered a co-branding arrangement with Scotties Facial Tissue, The Laura Ashley Collection.
Tissues are a commodity. So it does not come as a surprise, that packaging and even decorative packaging plays a huge role, when you are marketing tissues. Scotties found out via consumer research:
“Research shows that consumers care about the design of a facial tissue box just as much as they care about the quality of the product inside,” says Joe Richards, director of marketing for Scotties. “When we asked consumers what design brand they would like to see created as a tissue box, Laura Ashley was at the top of the list.”
Instead of Laura Ashley fully utilizing its strength, they went down the co-branding route. Alternatively they could have arranged a brand license for tissues or – maybe even better – for tissue boxes only.
