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Branded Baubles a Growth Area in Fashion Licensing

They’re cute, they’re furry, and they’re branded with the name of a famous fashion designer. But, c’mon, $850 for a keychain?! That’s how much you have to shell out for one of those hot Fendi Bag Bugs—assuming, that is, your name even gets called from the long waiting list of would-be purchasers. The Fendi Bag Bug is just the poster child of the luxury tchotchke, or high-priced, fashion- branded knickknack that has become the fastest growing segment of the fashion market. Other examples: Karlitos, or mini Karl Lagerfeld-shaped keychains from Fendi: $1,700; The Hermès silk postcard and envelope: $95; The wooden dice set in alligator leather case from Burberry: $3,000 Tchotchkes increase not only revenues but a company’s brand awareness and customer base. “It enables the customer to get a… . . . read more

Mass Retail Fashion Licensing Targets Men

Very quietly and with little fanfare, mass retailer Target launched Target Collective, a curated collection of Americanmade men’s fashion products from six different designers: Billykirk (bags and accessories); Owen & Fred (soap and accessories); Taylor Stitch (casual wear); Duluth Pack (bags); Locally Grown (T-shirts and hats); and Terrapin Stationers (note cards). The collection became available exclusively on on Sunday, March 15. Product prices range from $8 for a pack of “Cool Story Bro” cards from Terrapin to $270 for a leather and canvas briefcase from Duluth Pack. Some, but not all, of the items are reportedly exclusives for Target. A Shift in Strategy The collaboration between fashion designers and mass retailers like Target is nothing new. But what make this new Target collection different—at least for Target—is that it… . . . read more


Fifty Shades of Green

Lingerie company Bluebella had never done a licensing deal before deciding to make a pitch for Fifty Shades of Grey lingerie. They got the license and created two lines…

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“Cinderella” Tie-In Campaigns Targets Women of All Generations

Women apparently never outgrow the desire to feel like a princess.

At least that’s the message retailers JCPenney and Kohl’s are promoting as part of a multi- generational approach to tie-ins with Disney’s live-action “Cinderella,” which is due in theaters March 13…

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Cherokee’s Reliance

Cherokee Global Brands is developing an apparel and accessories brand for India’s Reliance Retail Limited, a subsidiary of Reliance Industries. The two hope to roll the brand out globally following the Indian introduction…

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