‘The most important factor in brand licensing is relevance’ say co-founders.
The most important factor in brand licensing is relevance, the co-founders of Happy Jackson have told The Source.
Giles Andreae and Heather Flynn said that if the consumer senses any kind of ‘cash in’, you instantly lose credibility and that can have long-term effects on your core business and the perception of your brand as a whole.
“Building really strong long-term sales in credible and relevant categories feels to us like the most successful approach for our – and many other non-entertainment – brands,” the duo commented.
“We work with a very tight bunch of licensees who understand exactly what we’re trying to do, and why we’re trying to do it.
“Designing the products ourselves from scratch, and working with our licensees’ studios to realise these designs into products, we think, really helps. This creates an authenticity, which resonates with the consumer.”
Happy Jackson is sponsoring Best Department Store or Mixed Retailer Brand Licensed Retailer Execution at this year’s Brand & Lifestyle Licensing Awards.
Giles and Heather added: “Designers, custodians and owners of brands are often far more closely invested in their products than, say, the big entertainment studios, so the room at the awards event is full of people who really care about that they’re doing.
“That’s a great feeling – and it makes a big difference.”
The Brand & Lifestyle Licensing Awards takes place at The Dorchester, Park Lane on Thursday, April 27.
Other partners on board include headline sponsor Brand Licensing Europe, LIMA, TLC, CPLG, Beanstalk, Golden Goose, Pink Key Consulting, TLP, Start Licensing, Octane 5, Brandgenuity Europe, The Smiley Company, House Beautiful and Country Living Magazine, PowerStation Studios, Corsair, Autumn Fair, Select Licensing and Monty Bojangles.
For ticket enquiries, please contact Clare Davies of Createvents on email@example.com or call 01183 340085.