Licensed apparel can ride market challenges, says CPLG

Essentials and the right brands can cope with issues such as the rise in cotton prices, says agent.
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CPLG is confident that the apparel sector can continue to perform well throughout 2011.

The Hammersmith-based agent said that 2010 proved to be better than expected for its apparel business, with classic brands such as Sesame Street and Snoopy performing well, while activities from stores like Primark have also given the firm a boost.

This year, the company is looking towards WWE and Horrid Henry, plus Beyblades and Power Rangers to further boost its business.

In addition, CPLG will be looking to extend the Sesame Street range in Marks & Spencer, with ten additional skus aimed at children and adults launching in-store.

Grocers and discounters will remain key for the firm, while adult fashion retailers moving into childrenswear, and those which are moving back into licensing, will also be targets.

However, away from its classic brands, CPLG will also be looking to move newer properties like Britain's Next Top Model further into the category. It will also be looking at 'fashion forward' trends, including some activity with headwear.

"The baby market is one that I can see developing as well, with our evergreen properties offering great opportunities," said Tim Juckes, category director at CPLG UK. "I will also be looking to develop those properties that stem from outside of the traditional TV and film arena, such as those coming from computer gaming for example, plus brands like British Airways, working with their catalogue of heritage posters."

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