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Euro Visions: ‘Brand licensing gives retail a difference’

IMG’s Matthew Primack chats through the key European retail players for brands.

The global licensing market continues to grow both in terms of value and diversity.

Europe, in no small way, is playing its part with the value of retail sales of licensed product growing to $60 billion in 2016 (according to LIMA’s 2017 Licensing Report).

The Source spoke to some key players across continental Europe, seeking opinion on how retailers approach licensing, what is working for them and what the future holds.

Today: Matthew Primack, senior vp worldwide licensing, IMG

“In terms of the key European retail players and speaking specifically about European owned brands, the big supermarkets include Lidl, Aldi, Carrefour and Auchan, while the Inditex Group with Zara, Pull & Bear and Bershka dominate the fast fashion space.

“Smaller but interesting others in fashion include C&A, Benetton, Undiz and Snipes. In sports key retailers include Intersport, Chausport and Footlocker, while department store retailers will include Coin (Italy), El Corte Ingles (Spain), Karstadt and Peak & Klopenberg (Germany).

“Licensing is naturally important to these retailers. Most retailers are looking for a point of difference and brand licensing gives this to them in a range of ways. If a retailer wants to tap into a popular event, one of the best ways to do this is by selling event specific licensed products. A licence gives them access to a solution when seeking some form of uniqueness, and also allows them to reach new audiences if the licence attracts a fan demographic.

“A significant chunk of children’s and mass-market licensing is film and entertainment focused, and most follow a predictable formula of licensed categories. Trademark licensing often covers a wider and more unpredictable pattern because it may interest a more targeted demographic, or apply more seamlessly to everyday and specialist product. This type of licensing is much more prevalent in retailers than people realise.”

This feature originally appeared in the autumn 2017 edition of Licensing Source Book. Click here to read the full publication.

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