News
OPINION: The Power of the Licence
Licensing.biz staff Jun 4 2008, 10:48am
Why brand loyalty increases in tight times, by Daniel Domberger of investment banking boutique Livingstone Partners.
The term credit crunch means nothing to children. Thanks to seemingly endless merchandising links with film and television programmes, their hunger for a Hannah Montana or Indiana Jones t-shirt, toy or trinket is limited only by their parents’ willingness to indulge them, and the retailers’ ability to get the right product on the shelves.
The right licences can help shift otherwise unexceptional product, and retailers with access to the right character merchandise are likely to capture a larger share of shrinking discretionary consumer budgets. This helps shift some of the power – and the pressures and risks that go along with it – away from the retail buyers and into the hands of the licensees, especially those with exclusive rights to ‘hot’ properties in core categories.
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Daniel Domberger is from international investment banking boutique, Livingstone Partners. His experience in the character licensing market includes working with Kinnerton, Blues Clothing, Character World and Flair.
