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“We need to keep reacting to changes”

Aykroyd & Sons’ Rob Broadhurst on remaining agile in a challenging market.

It’s the start of a new year, one which could potentially bring some serious changes to the way business is done in our industry.

We got the lowdown from some key licensees as to what they think will be their main challenges in 2019 and why.

Today: Rob Broadhurst, sales and licensing, Aykroyd & Sons

“I would say our key challenges for 2019 can be grouped under one heading – remaining agile.

Continuing evolution of the retail market in the UK mean current partners evolve and new players develop as consumer buying habits are rapidly evolving themselves; our challenge is to maintain our ability to react to these changes.

This attitude applies to licensing as well, as consumer/fashion trends, methods of media delivery and so on mean that many new brands are being created outside of the traditional channels. We must work hard to maintain pace with these developments and meet consumer demand.

However, it’s just as important that licensors develop programmes to capitalise on fast moving trends; at the moment the whole licensed CP supply chain – from licensor to licensee to retail – isn’t able to react quick enough.”

This feature originally appeared in the spring 2019 edition of Licensing Source Book. Click here to read the full publication.

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