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“You cannot deny the effect of influencers”

Asda’s Ruth Golightly talks key trends within the licensed apparel category.

Trends including influencers and the lessening of the gender divide are continuing to have an impact on the children’s licensed apparel category.

This is the view of Ruth Golightly, senior buying manager for baby and children’s apparel at Asda.

“You cannot deny the effect of influencers,” Ruth remarked when Licensing Source Book caught up with her at the judging of the product categories for this year’s Licensing Awards. “Just as JoJo Siwa came on the scene and made her presence felt with a relevant fashion look for girls 4-14, so the likes of Tiana will be able to resonate with her demographic.”

Ruth also highlighted the lessening of the gender divide as another encouraging trend.

“Another encouraging trend is the lessening of the gender divide with brands that were hitherto seen as being somewhat exclusive to boys now extending to girls.”

Ruth continued: “We have jumped on this with NERF for girls and also were proud to echo the success of the Lionesses by doing a collaboration with 13 year old equality campaigner Olivia Hancock with a football t-shirt for girls.”

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

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