We find out how the CP line is communicating the band’s rock identity.
5 Seconds of Summer’s eagerly anticipated second album Sounds Good Feels Good dropped on October 23, with the first single already reaching number one on the iTunes chart in 40 territories and winning MTV’s song of the summer at the VMAs with a whopping 53 million votes.
“The band’s phenomenal chart success is already creating high demand for products at retail,” comments Alex Mitchell, licensing and partnership manager of Bravado International Group, which secured the exclusive worldwide merchandising rights in 2014.
“There is a huge buzz around 5SOS and we were keen to get them on board; we’ve kind of trail blazed the music licensing scene so getting them signed to Bravado was a no-brainer,” he explains.
Bravado has worked closely with the band’s management company Modest! Management to implement a strategic approach to the consumer products roll-out.
“It has been important for us to work closely with some key retailer partners to establish the brand before going to mass retail,” explains Alex.
“HMV is a natural environment for the band alongside the independent music retailers. We have worked with Pull & Bear in the UK and Europe; where the launch saw the highest ever online sales for a product launch. In the US, Hot Topic has been a fantastic supporter of the brand with product consistently in its top three best sellers; we have been working on some fun marketing activities tied into the US tour.”
Following this important early brand building Alex explains how it has now rolled out 5SOS apparel into Primark, H&M, and accessories in Claire’s and begun presenting to the grocers.
Another key part of the strategy has been keeping true to the band’s pop-punk aesthetic. Alex explains: “It’s clear to anybody who goes to one of the live shows that these are not pre-teen pop fans. We’ve worked really closely with Modest! and the band members to develop a brand guide that communicates the band’s ‘rock’ identity.
“The rougher punk aesthetic is a bit different to the norm, but sell through has exceeded expectations and fan reaction to the products has been fantastic.”
In addition to Bravado’s own apparel and accessories, a collection of other licensees are already on board, including Blueprint for stationery and back to school, Danilo for calendars and cards, DreamTex for bedding, British Audio for headphones and Mask-arade for face masks.
With the new album to be released in October and further tour announcements expected in the coming months, Alex is anticipating huge demand over the Christmas period and coming years.
He says: “They are a truly global act so we are excited to explore all opportunities and grow the merchandising offer.”
