Brand News

Ellen Tracy has announced a license with Li & Fung for women’s fashion.

Not too long ago Ellen Tracy, established in 1948, was one of the Top bridge lines, along with Dana Buchman and Liz Claiborne.
It had quite a stable of licenses for eyewear, shoes, hosiery, handbags, coats, dresses, suits, women’s fragrances, jewelry, sleepwear, intimate apparel, men’s outerwear and luggage.

It was then taken over, turned into a licensing operation and various retail exclusive deals were made as well as direct to retail licenses. In 2009 vendors filed for Chapter 7.

Li & Fung is a huge Chinese apparel company, that bought 11 US companies over the last two years. Among its growing stable of brands and licenses is Skechers.

Der Brillenmarkt für Markenlizenzen bleibt turbulent. Nach Ferragamo und Lacoste wechselt nun auch Valentino zu deren Lizenznehmer.

Marchon hält zudem Lizenzen von Marken wie Jil Sander, Nautica, Calvin Klein, Diesel, Fendi, Nike und Michael Kors.

Ab Januar 2012 wird Marchon die Valentino Lizenz halten, die zuvor bei Safilo lag.

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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.