We always have been doubtful about celebrity licensing,
especially when the person is still alive. That adds the
risk of brand damaging behaviour to the mostly exaggerated
cost.
Now even the NY Post and USA Today write about recent
difficulties in celebrity licensing and endorsements
respectively.
If you are looking for a license, we recommend a stable,
famous, reliable, premium brand.
Here is a Blog we enjoy reading:
For example, the article about Kraft’s new logo is excellent.
But when he recommends licensing for municipal services, the author, Garland Pollard, falls into a common trap. He raises too many and too high hopes. Because the income potential of such licensing programs is very limited.
In 2005 NYC Marketing centralized the licensing of NYPD, FDNY and others. They started a fairly big campaign requesting proposals.
The whole effort failed miserably, mostly because of totally exaggerated expectations regarding royalty rates and guaranteed advances.
In addition, NYC Marketing has almost no power to enforce the use of its trademarks.
If you ever walked the streets of NY, you have seen hundreds of street vendors and stores offering NYPD t-shirts, caps, sweaters and even badges. Who believes, that they all pay royalties?
And there is another important issue at hand.
If your local police department floods the street with merchandise and
everyone can wear PD-labeled clothes and accessories, how do you recognize the real cop?
A police logo is supposed to give the wearing person authority.
If everyone can wear it, the authority is gone.
The same is true for FBI, CIA, Army and other agencies, that enforce the power of state.
Über die Gründe der Insolvenz bei Schiesser gab es viel zu lesen.
In den meisten Berichten wurden Fehler im Markenmanagement,
ein falsches Lizenz-Portfolio und Logistik-Probleme genannt.
Nur wer genau las entdeckte die wahrscheinlich wahre Ursache:
Software.
Wegen fehlerhafter Software konnte Schiesser über Jahre
hinweg nicht korrekt – pünktlich und ordergemäß – liefern.
Zitat: “Schiesser brachte die georderte Ware nicht zum Laden”.
Jeder Profi weiß, das verzeiht der Handel nicht.
Schiesser muss an Chargebacks, Retouren und Strafen quasi
erstickt sein. Es ist nahe liegend, dass Schiesser dadurch jeden
Deckungsbeitrag verlor.
Keine Lizenz und kein Markenmanagement hätten das verhindert.
Update 30.3.:
Der Insolvenzverwalter bestätigt, die Software bei Schiesser konnte
die Anzahl der Artikelnummern nicht verwalten.
Der Vorstand hat Anfang des Jahres die Lizenzfertigung bis auf
die Marken Seidensticker und Strellson auslaufen lassen.
Aufgegeben wurden Hugo Boss, Jacques Britt, Levi’s, Mexx,
Polo Ralph Lauren, Puma und Tommy Hilfiger.
A lot has been written about the reasons, Schiesser went belly up.
Mostly, the blame went to poor brand management, a failed license
portfolio and problems with logistics.
Only when going deeper, one discovered the most probable reason:
Software.
Because of software problems Schiesser was not able to deliver
the orders on time and in appropriate quantities for years.
And every professional knows, retailers do not forgive that.
Schiesser must have died in chargebacks, returns, rebates, etc.
It is unlikely that Schiesser had any profit after two years
of poor deliveries.
No brandmanagement or license portfolio could have saved Schiesser.
Update 3/30:
The insolvency adiministrator confirms, the software of Schiesser
was not fit to handle the number of articles produced.
Schiesser now reduced the licenses to Strellson and Seidensticker,
ending the licenses from Hugo Boss, Jacques Britt, Levi’s, Mexx,
Polo Ralph Lauren, Puma and Tommy Hilfiger.
Schiesser, eins der großen Wäsche-Unternehmen ging in die Insolvenz.
Da Schiesser auch Lizenznehmer großer Marken war, wie Hugo Boss, Levi’s, Mexx, Polo Ralph Lauren, Puma, Strellson und Tommy Hilfiger, werden einige Brandmanager ihre Lizenzstrategie überdenken.
Erwarten Sie eine Reihe von Lizenzen in der nahen Zukunft.
