“Differentiation is going to be key”

Riverside Brand’s Ashley Holman on the biggest opportunities for the UK licensing industry in 2021.

Last year showed that licensing is an industry which can move at speed, adapt and still keep delivering amazing products and programmes.

Against this backdrop, LicensingSource.net asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the industry in 2021.

Today: Ashley Holman, md, Riverside Brands.

Those that are able to react quickly and work in new areas are going to be the winners this year. Channels of distribution, especially capitalising on the increase in online and personalisation is going to benefit a lot of smaller brands as more traditional shelf space is taken up, and working with brands that while newer to the licensed market, have proven success in other categories already so are much less of a risk for licensees and retailers to support.

Differentiation is also going to be key – giving a retailer a reason to support a range that is special to them versus available everywhere to entice customers to shop with them rather than elsewhere is likely to allow the brand/product to get increased support.

Also, price will be more important than it ever has been. With so many people’s livelihoods affected by COVID, everyone will be looking for as much value as they can get.”

This feature originally appeared in the spring 2021 edition of Licensing Source Book. To read the full publication, click on this link.

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